Here are the most significant projects I have been a part of, described from a more personal perspective, what each meant for me. You can see my resume for information on my accomplishments.
México en una Foto
Director of Operations, Country Brand Office (2018).
This project was one of the more complex I had to manage at the Country Brand Office. It started as a digital campaign on Instagram and turned into two exhibitions (national and international), and a catalog. We started the campaign by posting photos from 16 renowned Mexican photographers inviting the public to post their own with the hashtag #MéxicoenunaFoto. I learned a lot about social media, digital advertising, and content grids.
We managed to get a space in the Chapultepec Open Gallery (in one of the main, and busiest streets of the city) to exhibit the photos, including images posted by our audience. We also traveled the exhibition to Moscow, which was in the Mexican Pavilion during the 2018 FIFA World Cup, just a few blocks from the Red Square.
We made a publication of the project in which I was the editorial coordinator, to coordinate the Committee to choose around 200 photos (out of over a thousand), and then curating them to tell the story of Mexico’s Country Brand, was a complex job. When I was able to have the book in my hands, it was all worth it and exciting! I still see it and feel so proud of how we were able to reflect Mexico’s beauty and richness in its pages, the digital campaign, and the exhibitions.
https://www.instagram.com/explore/tags/mexicoenunafoto/?hl=en
Encuentro México
Director of Operations, Country Brand Office (2018).
I was part of a Gastronomy exchange between three top Mexican chefs, Jorge Vallejo, Francisco Ruano, and Sofía Cortina, and Vladimir Mukhin, the number one chef in Russia.
We coordinated the chefs to create a dish for the FIFA World Cup Mexican Pavilion’s menu and do press events to show them. They also cooked a special dinner menu in two different restaurants in Moscow and a four-course lunch for special guests in the FIFA World Cup Mexican Pavilion.
It was an incredible experience! I got to know amazing creative people and be at a World Cup, something I always dreamed of (being a soccer fan, it’s beyond amazing).
Inventing Downtown: Artists Run-Galleries in New York City, 1952-1965
Curatorial and Research Assistant (2015-2016).
In my first formal job in the art industry, I was able to work with one of my professors and mentor, Melissa Rachleff Burt. I assisted her by keeping track of loans, sending agreements, requesting images and rights for over 200 photos, and organizing the artwork database with over 400 works.
It was challenging for me because I was used to working in a more structured way; this job required me to work more independently. It allowed me to use my design abilities and experience with modeling programs as I got to do the exhibition’s 3D modeling. It was exciting to see all the works on the walls and in the catalog, as we planned for a year.
Tech Magazine
Advertising Coordinator (2013-2014)
As part of the Publicity team at Telefónica México, I was assigned this project as an idea: a publication with editorial content (not just a flyer) that could reach our audience. It ended up being a magazine.
As it usually happens, I had to coordinate many people to make it happen: the editorial agency to get the design and content, the product managers and creative agencies, get the ads from cell phone brands, and supervise the production and national distribution. I got involved in the app development to have a digital product back when apps weren’t so common.
It was amazing to see how an idea became a tangible product that reached so many people.
Ojos que Sienten
Vicepresident and founder (2006)
As one of the founders of the organization, I was responsible for structuring the board, developing the different roles for the operations team, creating a methodology for the workshops, fundraising strategies, managing the budget, among many other things.
But more important, it is to this day, one of the most significant projects I have been involved in. It showed me how to perceive the world around me fully, without judgments or bias, see beyond what the eyes show us, and truly put myself in others’ shoes. It shaped me into the person I am today.
Universal Forum of Cultures Monterrey 2007
Image and Production Manager (2007-2008)
Since I was responsible for all printed communications material, I had to work with people from all areas of the organization, and I loved it. Building relations, understanding each department’s needs while having fun was incredible.
I worked with great teams, people who helped me focus while working under pressure (as it usually happens in event productions). I learned that I love working with people and making things happen.
I also had the chance to be part of an unprecedented cultural event. I got to see amazing artists perform, admire the exhibitions, and hear great minds speak. But most importantly, I made friends that to this day are still in my life.
Rojo Mexicano. La grana cochinilla en el arte
Director of Operations, Country Brand Office (2018).
As part of the Country Brand Office, I worked in Rojo Mexicano: la grana cochinilla en el arte, an exhibit held at the Palace of Fine Arts in Mexico City. The exhibition explored the influence of red dye extracted from the Mexican cochineal in the textile industry and the plastic arts throughout the world.
Through the Country Brand Office, we included the gastronomy industry in the project. Chefs from different restaurants created dishes with cochineal for their menus while the exhibition was going on. We also held a special 12-course dinner at the Fine Art Palace Museum Restaurant; each course with grana cochineal made by a different chef.
I was involved in every part of the project since it was just an idea. To be in one of my favorite places in the city, working with incredible chefs, tasting their food (every dish was a pure joy), and getting people to experience it was a privilege.
Pixelatl
Director of Operations, Country Brand Office (2017-2018).
I didn’t really know about this project until I was at the
I didn’t know about this project until I worked for the Country Brand Office. It was important because even when our collaboration was more of a sponsor, I fell in love with it. Pixelatl is a festival for young talent to show their work and have job opportunities in major animation studios. Each year they have a theme relevant to global issues as a way to foster change.
In 2017, the Mexico Brand supported a special category: ‘Animando a México en Corto’. Applicants submitted the ideas and script for a short film related to Mexican Pride. I was part of the selection committee to review all the projects and select the winner. It was amazing to see so much talent and creativity.
Liberatum
Director of Operations, Country Brand Office (2018).
Being part of this project allowed me to meet incredible world-renowned artists, leaders, and personalities. I met the Nobel Peace Prize Laureate Tawakkol Karman, such a kind human being. Speaker Isaac Hernández, winner of the Benois de la Dance in 2018, inspired me deeply. He is an example of hard work and success, actively changing the ballet dance scene in Mexico by doing accessible events.
We managed to have the events at some of the most iconic places in the city, sometimes inaccessible for an event like Liberatum. Having the chance to listen to so many different personalities such as Deepak Chopra, Alice Walker, Julie Taymor, Michael Nyman, Hillary Swank, Jorge Villadoms, among many others, was an enriching experience.
Pre-Foro Marca País
Director of Operations, Country Brand Office (2018).
This was
A summit fully organized by our office at the Country Brand, we had to oversee everything, all the details from lodging and travel arrangements, welcome kits, venues, and conferences.
We hosted events at Mexico City’s iconic and official buildings with many protocols to follow, which was a bit more challenging in terms of operations.
The experience of bringing Country Brand Officers from Latin America and exchanging experiences was incredible. It also allowed me to hear the Chief of Staff speak about our work and made me realize how important it was.
Mundo Animal
This program is one of the closest to my heart, not only because my sister created it but because I love animals. Thanks to Mundo Animal, I also understand the relevance of all species in our well-being as humans. Educating younger generations about different wild species, how we need to take care of them is necessary.
Because of the pandemic, we’ve had two fundraising campaigns to keep the program going. I managed all marketing and communications; I dove into the operation of a digital campaign and taught myself to edit videos.
All the animal members of Mundo Animal have taught me to be kinder, considerate towards others, and aware of our role as humans in the scheme of life.
Internet Walls
Art Manager at Pictoline (2019)
We brought three international digital artists to paint murals in Mexico City. This project emphasized the importance of using diverse media to communicate and reach people. Being able to show on a wall in the street art created for the internet or social media brought the illustration community together.
It was another project where I was able to see an idea come to life. To see it happen after all the planning and challenges, witnessing how people connected with the drawings and messages on the walls was incredible.
Internet Walls gave me the opportunity to meet Alex Norris and Ruby Rose, unique individuals. I took them to Michoacán on the Day of the Dead holiday (my favorite holiday) and experienced the tradition in such a pure way, it was a privilege… I also met Gemma Correll, who is the sweetest person and has such a creative mind!
https://www.pictoline.com/projects/InternetWallsSamsung?dir=next&bg=c54c4e
Contact
sofialetona@yahoo.com
Sofía G. Letona 