Concept
The fundamental pillar of every image, every asset, and every campaign.
Creative direction, concept development and copywriting for Banco de España. The client's brief was simple: to bring the institution closer to the people in a straightforward, friendly, and easily understandable way for everyone.
To do so, we created a strict yet endearing character that would resonate with everyone: Carmen España.
As a street marketing action, Carmen invites people to sit on her bench, enjoy a coffee with pastries, and personally explain the values of Banco de España (the main bank of Spain).
Manolo Bakes wanted to show consumers that its products are what turn any everyday action into something special — or as the saying goes, “You make my day.” And we do it through the brand’s deep knowledge and tradition in what it does best: baking. Manolo Bakes is the one who makes the most ordinary moments feel truly special.
Campaign concept and claim: “Manolo Bakes your day”.
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We’ve used the brand’s own name as part of the campaign claim. We position Manolo Bakes as the go-to brand that adds a touch of quality to everyday moments.
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The logo itself will be integrated into the visual composition of the campaign claim, serving as the signature that closes the message.
This campaign allows us to unify all our messages under a single umbrella concept, while also strengthening our brand in the market, as the main objective is to generate awareness. The closing line in English — yet easily understood by Spanish speakers — helps position us as a local company with international projection.
Social posting style:
People named Manuel or Manuela are the brand ambassadors of this campaign, receiving a giftbox as a gift through a dedicated campaign microsite.
Online campaign conceptualization for Movistar Prosegur Alarmas, te safest security company for your home. My role: creative direction, copywriting and art direction.
Creative campaign concept for Gaza (Ganaderos de Zamora), one of the most traditional and sustainable milk brands on the spanish market.
Creative & Art Direction for Lodgify. Landing page + corner design for a business fair.
Creative direction, art direction, concept development, script writing and video editing for Sierra Norte de Madrid. Proudly worked alongside my homie Laura Camarón.
Creative proposal for Bigcrafters, an ecommerce powered by Estrella Galicia.
Art and creative direction, copywriting & motiongraphics.
Creative direction, art direction, concept development, script writing, video editing and motion graphics for the spanish ministry of health. The main message talks about a proper use of antibiotics. Copywriting developed by my mate
Ivan Bona.
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