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Social Media, Photography, Video
Maio 2019 - Presente
The Tomate Coração de Boi do Douro is a seasonal local product deeply rooted in the Douro region and its agricultural traditions. More than a tomato, it represents origin, territory and a way of producing shaped by time, land and people. Alongside the product, the Concurso do Tomate Coração de Boi do Douro plays a central role as an annual moment of gathering, celebration and recognition of local producers.
The project was focused on building a consistent and contemporary social media presence capable of representing both the product and the event, translating territory, seasonality and community into a clear digital narrative. The main challenge was to communicate a rural, seasonal product and its annual contest in an authentic yet contemporary way - avoiding folkloric or purely promotional narratives while keeping the tomato visually desirable and relevant within social media contexts. Balancing tradition, community and gastronomy with a restrained and modern visual language was essential, particularly within the fast and fragmented rhythms of platforms like Instagram.
The project was executed across Instagram and Facebook, using a mix of formats to build rhythm and depth throughout the feed. Static posts, carousels, Reels, Stories and short-form videos supported different moments of communication - from anticipation and event promotion to live coverage and post-event recaps. Reels and event aftermovies played a central role in conveying atmosphere, freshness and a sense of presence, particularly during the Concurso. Content highlighted not only the product, but also producers, landscapes and moments of community, reinforcing the relationship between territory, people and process.
The content strategy was centred on storytelling rather than promotion. The focus was on presenting the tomato within its natural ecosystem: the land, the producers, the event and the shared moments surrounding it. Visual direction relied on texture, colour and real contexts. Close-up photography, natural light and documentary-style imagery were combined with short-form video to reinforce seasonality, proximity and emotional connection. Content followed the rhythm of the Concurso, unfolding before, during and after the event.
The outcome is a coherent social media narrative that positions the Tomate Coração de Boi do Douro as both a premium local product and a cultural event. The project strengthened visual consistency across platforms, increased engagement during the event period and established a clearer digital identity rooted in origin, seasonality and community.
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