SWARM event agency DIGITAL MARKETING STRATEGY & ART CURATION

GRO Wynwood

Where nature, nightlife, and culture collide

Gro Wynwood was a nature-inspired pop-up bar and cultural hub nestled in the heart of Wynwood. As part of the SWARM team, Rebeca helped elevate the experience through immersive branding, digital strategy, and a high-impact mural production.

highlights

**Produced a custom mural for Cerveza Patagonia**, the lead sponsor of the pop-up, merging brand storytelling with Wynwood’s signature street art vibe.
Integrated **digital marketing efforts** with on-site visuals to drive traffic, enhance sponsor visibility, and amplify social media engagement.
Worked cross-functionally with artists, fabricators, and the SWARM production team to bring branded experiences to life in a visually compelling and culturally relevant way.

WYNWOOD PRIDE

Celebrating Miami's LGBTQ+ community with art, music, and unity

In June 2019, Miami's Wynwood Arts District hosted its inaugural Wynwood Pride, a vibrant three-day festival celebrating the LGBTQ+ community. As part of the SWARM team, Rebeca played a pivotal role in orchestrating this landmark event, which attracted approximately 50,000 attendees and featured over 135 artists, with a strong emphasis on local LGBTQ+ talent and allies.

KEY CONTRIBUTIONS:

**Digital Marketing Leadership:** Spearheaded comprehensive digital campaigns that amplified event visibility, resulting in a social media reach of 6.7 million and over 3,000 mentions across platforms.
**Talent Coordination:** Collaborated in booking a diverse lineup, ensuring 83% local representation and 77% LGBTQ+ identified artists, including notable performances by **Pabllo Vittar**, **Dorian Electra**, and **Miss Toto**.
**Community Engagement:** Facilitated partnerships with non-profit organizations such as **Pridelines**, **Survivors Pathway**, and the **Astraea Foundation**, contributing to a total philanthropic effort of $24,641.59.
**On-Site Activation:** Managed on-the-ground branding and digital integration during the festival.

BASEL HOUSE MURAL FESTIVAL

Basel House Mural Festival is one of the most anticipated art events during Miami Art Week, transforming Wynwood into an open-air gallery with massive murals, music, and immersive activations. In 2019, Rebeca led the charge on digital marketing and live artist curation for a three-day creative takeover.

KEY CONTRIBUTIONS:

**Curated 30+ artists** for a full-scale, three-day live painting experience, spotlighting local, national, and international street artists.
**Integrated Sponsor Activations:** Collaborated with major brands to seamlessly incorporate engaging activations into the festival landscape:
**Planned and executed digital campaigns** to drive attendance and visibility across social media, event platforms, and paid media.
Supported artist needs from concept through execution, ensuring seamless setup, promotion, and audience engagement throughout the weekend.

Integrated Sponsor Activations

Collaborated with major brands to seamlessly incorporate engaging activations into the festival landscape:

Monster Energy: Coordinated the setup of a pop-up skate park and vert ramp within the Monster Compound, featuring live skateboarding demonstrations, a mural by renowned artist RISK, and additional attractions like a pop-up barbershop and breakdancing performances. Wynwood Life
Modelo: Managed the sponsorship deliverables for murals underwritten by Modelo, ensuring brand visibility while maintaining artistic integrity.
Additional Activations: Facilitated interactive experiences, including a digital arts playground with video mapping projections and an artisan market showcasing unique vendors offering creative products, clothing, art, and jewelry.

Grovetoberfest

🍻 Miami's Largest Craft Beer Festival

Grovetoberfest 2019 brought together Miami’s beer lovers, foodies, and festival-goers for an all-day outdoor tasting experience in the heart of Coconut Grove. Rebeca led the digital marketing efforts and helped shape sponsor activations that highlighted the city’s best local flavor—literally.