Latinworks, a cultural branding agency based in Austin, TX, came to us with a huge task. They needed a design firm to creatively visualize a campaign geared towards Target’s U.S. Hispanic market. The concept for the campaign was inspired by Spanish words that didn’t directly translate to English. These words had deeper, nuanced meanings. Our job was to celebrate this and provide art direction for social media campaigns, that would be posted over the course of a year on special occasions.
Every campaign was centered around one amazing Spanish word. We let the nuanced meaning of each word inspire the style and content of each campaign. For instance, the word “Madrugar” loosely translates to “get out of bed earlier than usual.” This particular campaign was scheduled to post on the first day of school in August, when parents woke their children up earlier than normal to prepare them for their big day. To achieve this, we created a dynamic breakfast scene, lovingly made for children, building the word “Madrugar” entirely out of corn flakes. We continued this process for every campaign, carefully crafting (and sometime baking) the original typefaces by hand. We embraced materials like a magical glitter mixture, bread, icing, and other delightful sources to create one-of-a-kind type that was brimming with eye-dazzling good fun! In addition to the lifestyle photography, we also art directed stop-motion films in the same manner. The entire series was an homage to Hispanic-American culture, ushering in traditional messages with a fresh typographical twist.
Photography: Axel Engström, Carl Dahlqvist and Erik Nordlund