“El problema con Ximena Fichekovich” is a contemporary monologue that follows Tracy Real, a young woman who discovers a mysterious internet figure—Ximena Fichekovich—who seems to know her most intimate thoughts and turns them into viral content. Obsessed with this strange coincidence, Tracy spirals into paranoia and self-discovery as she attempts to understand who Ximena really is and how they might be connected. As her obsession deepens, the line between identity, reality, and fiction begins to blur, leading to an unsettling finale that questions authenticity in the digital age.
This project presented a unique creative challenge: how do you visualize a character that never appears onstage, yet dominates the protagonist’s psyche? While the play focuses entirely on Tracy Real, we made the decision to bring Ximena Fichekovich—the elusive, viral figure—to life through the promotional materials. The core objective was not to portray the main character directly, but to embody the ghost of Ximena through a striking and cinematic visual campaign that resonated with a younger, hyperconnected audience and mirrored the aesthetic codes of digital intimacy, alter egos, and curated identity.
A detailed mood board was developed, drawing inspiration from films like The Neon Demon, Euphoria, and The Substance, merging cyberpunk aesthetics with bold color palettes and blurred visual effects. The art direction focused on close-up portraits, dual-color lighting (mainly pink, blue, and purple), and long-exposure techniques to create a sense of emotional fragmentation. The use of a blonde wig and graphic metallic makeup reinforced the narrative around artificiality and digital performance—key themes in the construction of Ximena as a myth, a projection, and an algorithmic ghost. The result was a cohesive and powerful visual campaign anchored by a bold theatrical poster that not only met the promotional needs across print and digital platforms but also functioned as a fictional expansion of the play’s universe.
To further enhance the experience, a dedicated website—ximenafichekovich.com/dimelo-todo—was developed as an interactive tool for the audience. Before entering the performance, spectators were invited to submit anonymous confessions through a series of intimate questions. Later, during the play, selected responses were woven into the narrative and read aloud, creating a powerful moment where the audience itself became exposed—mirroring the psychological vulnerability of the protagonist. This strategy positioned the website not only as a digital extension but as a dramaturgical device that amplified immersion and emotional complicity.
Behind the scenes of the photoshoot for Ximena Fichekovich.
This project became more than a visual campaign—it evolved into an atmospheric system of storytelling. By merging design, performance, and technology, we brought a character to life who exists solely in the mind of another, crafting an experience where fiction bleeds into reality and the audience becomes part of the story.
Creative Direction & Graphic Design: Israel Josafat
Photography: Jazmin Yael @ Humanica
Actress: Sara Chavarría @ ESECÉ Producciones
