Project: ADG Laus Awards 2025
Client: ADG FAD
Spain, 2025
In collaboration with Sheila Dobón.
This campaign draws inspiration from popular rituals and everyday superstitions—those simple, intuitive gestures we perform in search of luck, recognition, or success. It is not about religious spirituality, but about that thin layer of magic embedded in the ordinary: crossing fingers, kissing a charm, throwing a coin into a fountain. A delicate game between good omens and bad signs, between desire and fear. In a discipline governed by logic and structure like graphic design, we chose to explore the tension between rational thinking and mythical belief. This intersection became the conceptual axis of the campaign: What happens when designers—those who plan, calculate, and control—turn to superstition for hope? The visual and audiovisual direction embraced this contradiction. We deliberately opted for an analog aesthetic as a counterpoint to the hyper-digital environment in which the campaign would live. Using vintage lenses and emulating the texture of 16mm film, we crafted a set of video capsules that evoke timelessness, intimacy, and fragility. Rather than explain, the campaign suggests. It invites viewers to feel. And above all, to recognize that behind every design decision, there is also a quiet ritual: a moment of intuition, uncertainty, and silent hope.
Photography: Guillermo Longhini, Sheila Dobón.