Impulso: Reimagining Discography Through Visual Art
IMPULSO is a creative project by musician, photographer, and designer Jorge Carlos Álvarez, where a homemade record evolved into a unique artistic experiment. Centered on poetic phrases from the album’s songs, 33 visual artists reimagined these words into striking visuals without hearing the music beforehand. Rather than illustrating the songs, the project challenges each artist’s creative potential, transforming lyrics into independent works of art.
This experiment culminates in a collectible print edition featuring 45 album covers—each a testament to the artists’ imagination and their interpretation of the music’s poetic essence. This art-quality book, measuring 21.5 x 21.5 cm with 96 interior pages, serves as a stunning showcase of the project’s visual and musical fusion.
Presented as part of the activities celebrating 85 Years of Tradition, 25 of Innovation, “Where Doers and Thinkers Meet” Design Conference, the book will be unveiled alongside the music on Thursday, March 20, 2025, at the Capilla de Arte UDLAP, with a limited number of first edition copies available exclusively at the press conference and exhibition opening.
The album “Impulso” is now available on Spotify and all digital streaming platforms.
Featuring
Adriana Martínez, Alejandro Fraga, Alejandro López, Andres Viveros, Antonio Álvarez, Ángeles Moreno, Angélica Juárez, Arturo Elizondo, Charly Quiroz, Christophe Ducoin, Coco Toxtli, Daniel Gallo, Emilio Carlock, Eren Fernández, Esteban Madrazo, Félix Hernández, Irma Martinez, Israel Landí, Jesús López, José Luis Cuéllar, Marco López, Marco Patiño, Mauricio Audirac, Mauricio Cejin, Ricardo Álvarez Díaz, Roberto Zarain, Rubén Santos, Sandra Campos, Samantha Villanueva, Sergio Álvarez, Sergio González Angulo, and Ute Krady.
Tuesday, March 18
- 5:00 pm | Press Conference at Parlante Restaurant
A presentation for the media in Puebla to introduce the IMPULSO project.
Wednesday, March 19
- Conference Day at UDLAP.
Thursday, March 20
- 6:00 pm | IMPULSO Exhibition Opening
Hosted by the Creator, Curator, and Composer of the Project, in collaboration with the Design Department of the Universidad de las Américas Puebla and Design Conference organizer Mauricio Audirac, this event will bring together many of the contributing artists at the Central Library, UDLAP.
Friday, March 21
- 5:00 pm | Artists’ Roundtable at Parlante Restaurant, La Paz, Puebla
A friendly gathering bringing together some of the artists of IMPULSO to reflect on the project as a creative experiment. The event will be documented on video.
Saturday, March 22
- 12:00 pm | Conversation at Latisse Bookstore & Café
A reflective discussion on each artwork within IMPULSO. The conversation will explore the fusion of music, visual arts, and editorial outcomes.
Jorge Carlos Alvarez Díaz
Born in Mexico City, Alvarez Díaz holds a Bachelor’s degree in Graphic Design from Universidad de las Américas Puebla (UDLAP) and a Master’s degree in Multimedia Project Management from Universidad Ramón Llull in Barcelona, Spain. He has also served as a professor of Photography and Audiovisuals in the Graphic Design program at Universidad La Salle Cancún.
His work has been recognized across multiple graphic design disciplines, with a strong emphasis on photography. He has directed concept development and branding for successful tourism industry brands, both in Mexico and internationally.
In addition to his career in design and advertising, he is a guitarist and composer for two original Mexican rock projects: Código Humano and Tropus.
Currently, he is the director of his own agency, “Locomotora”, and leads a publishing label specializing in monumental art books, called “México Soy”.
