ONErpm Design Team México Spreads Valentine's Day Love on Instagram Reels
Valentine's Day is one of ONErpm designers favorite campaigns to work on and always brings huge creative potential. After all, the best songs are always about love (or heartbreak).
In 2023, our design team in México explored that exact contrast, highlighting tracks that spoke about both opposing feelings. In 2024, the theme leaned more toward the classic: “Cupids” as artists, who, through their music, help people understand, identify with, and communicate their emotions.
For 2025, the team went for something fresh, less cliché. While the date focuses on people in love, the truth is many are not, but are in the search for it. Inspiration came from a trend Head of Design Pauline Boldur began noticing around the Mexican megalopolis: bars hosting speed dating events in February. And that's when the idea clicked.
“What fan wouldn't love a fleeting date with their favorite artist? That became the concept, similar to a “10 things about...”' but with a Valentine's twist, focused entirely on the artist and their latest release.” she said to ONE Hub.
With the idea in mind, adapt into a short, digestible format for Instagram Reels. “Think of the vibe of Amelia Dimoldenberg's Chicken Shop Date, but without a host, giving the spotlight completely to the artist”, she explained.
Creative Process
Once the concept in hans and heart, Pauline immediately activated the team for an interdepartmental brainstorming session, which sparked plenty of new ideas.
“We selected what was both functional and realistic within the timeline, then developed the moodboard to guide the campaign: from set design to visual identity.”
Set Design
The idea was clear: recreate a bar table with an intimate atmosphere inside the blank studio space, on a very limited budget. The solution was resourceful:
• A makeshift “bar table” built by taping a coffee table onto stacked stools.
• A textured curtain crafted with stapled fabric pieces hung against the cyclorama.
• The finishing touch: flowers, candles, pretty tableware, plus drinks and snacks chosen by each artist, and most props sourced from our own homes.
Visual Identity
This is where the campaign truly stood out. The team decided to break away from the typical romantic aesthetic and lean into the “Speed” element:
• Clean typography evoking movement.
• Bright, contrasting colors.
• Paired with more ornate typefaces to add visual balance and intrigue.
Results
The content performed strongly on social media, was well received by artists, and proved to be a solid campaign, so much so that it was eventually replicated in other territories, like Brazil. For Pauline, the take away coincided with the teams most important drive: a campaign with a strong concept and solid foundations will always have a greater impact.
Check it out our Creative Showcase for more case studies by our creative teams worlwide.
Music Is Everything!
