IE Héctor Abad Gómez — School Mural Museum Transmedia Experience

This project is a comprehensive transmedia communication strategy and digital entertainment experience created for a real-world client: the School Mural Museum at Institución Educativa Héctor Abad Gómez in Medellín. As a public educational institution operating under limited budgets, the school needed a modern digital ecosystem to increase public awareness, drive physical visitation, and attract institutional support for its cultural heritage.

The resulting transmedia universe bridges physical art and digital accessibility by integrating a custom web portal, an interactive 3D virtual museum, brand rebranding, educational mini-games, and immersive augmented reality and projection mapping activations.

Conceptualization & Transmedia Strategy

The core goal of the project was to transform traditional cultural outreach into an engaging, multi-platform ecosystem. By framing the school’s mural art and history through modern storytelling, we established a cohesive narrative that spans across web platforms, social media campaigns, and live event activations. This multi-channel approach allows students, educators, and external visitors to interact with the museum’s collection both on-site and remotely.

Digital Ecosystem & Interactive Web Prototyping

The central digital experience relies on a structured web portal and virtual media integration:

• Web Portal & Figma UX/UI Design: I led the web design and prototyping phase using Figma. Starting with user flow planning and site architecture, I designed responsive layouts, intuitive navigation menus, and rich media galleries that showcase the museum’s exhibits, historical artifacts, and educational initiatives.

• Interactive 3D Digital Museum: Utilizing 3D modeling and digital art direction, an interactive virtual museum experience was created, allowing online visitors to explore the physical murals in a dynamic 3D space.

• Rebranding & Social Media Identity: The project included a complete visual brand refresh for digital platforms, complete with social media templates to maintain brand consistency online.

• Pedagogical Mini-Games: Short, interactive gameplay modules were designed as fun evaluation tools to assess student learning and engagement after exploring the museum.

Immersive On-Site Activations for EXTRAMURAL

To amplify physical engagement during the institution’s annual cultural event, EXTRAMURAL, the project incorporated live immersive experiences:

• Video Projection Mapping: Projection mapping proposals designed for physical structures to bring representative school murals to life during event activations.

• Augmented Reality (AR): Mobile AR applications that allow attendees to scan physical artworks on campus, unlocking layered digital content and deeper narrative context.