La Comunidad Plays with Converse, Announces Dramatic Name Change

By Kiran Aditham 

Indie ad agency La Comunidad does a fine balancing act between the absurd and alluring today. First, the absurd. After consolidating its offices in Miami and Buenos Aires along with its La Comunidad Summer division, the agency has announced that it’s evolved into, wait for it, La Comunidad, Inc., which seems to be earth-shattering enough to merit a lengthy press release.

Still, the agency redeems itself somewhat with its ThisIsNotAGallery display booth for Converse, which was exhibited at Art Basel in Miami last week. La Comunidad, which also counts Corona Extra, Modelo Especial and MTV as clients, conceptualized, created and curated forty original art and video pieces (example above) from the pan-Latin American region for the shoe brand. The agency’s La Comunidad Summer division created the TINAG modular art gallery to let visitors experience the Converse art via closed-off booths, small openings in the wall and headphones. Converse will begin rolling out these art pieces on its Latin American websites including Converse Mexico then globally over the next six months.

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