Venis from Porcelanosa Group wanted to give a boost to its new brand of ceramic parquet flooring. Never before a ceramic company had recreated the wood with such detail.
Undertaking a key role in the development of the brand, we build the conceptual idea of the product so that the commercials could sell it around the world, thinked of the new logo and designed the different applications of the brand graphic line.
To present the new collection of Starwood we made a new concept of digital installation never seen in this industrial and product sector. We recreated a forest of visual magic pieces on seven (ultra-panoramic) LG stretch screens with a large-format projection of 2 meters high. The projection in blending format was one of the big complications, since in each wall it changed the format. The content of the projections varied showing different forest environments and explaining the work of several artisans. This installation would be itinerant around the world taking us to cities like Madrid, New York, London, Amsterdam or Milano.
Another of my roles was to co-direct the advertising spot and give it the whole storytelling, creating a metaphor with the figures of the craftsmen and the Starwood products. The branding that we created, would serve for the following years.
