Beck’s was the official sponsor of  Primavera Sound's first edition in São Paulo, and through it's identity, made the city streets blossom. The brand  invited us to bring to life what the bitter spring represents, being tasked to create the festival's identity with a variety of unique flowers that ended up being the main KV's for the festival, along with the appearance in the official advertising movie and taking physical shape in different Out Of Home spots across the city.