Llano
Campaign Collaterals
Client
Concept Project (Self-Initiated)
My roles
Creative Direction, Graphic Design, Illustration
Illustrating with watercolors.
While looking through old family photos, I found a set of 35mm slides from a trip my dad took to Europe as a teenager. The colors, the unplanned editorial feel, and the charm of the medium sparked an idea. After talking with him—and letting the project take its own shape—it became a visual interpretation of what it might have felt like for a young Mexican boy experiencing a French winter in the ’80s, imagined as a fashion campaign.
I wanted to bring his experience to life through visuals: the textures of the clothes, the contrast of him looking so at ease in a place so different from his own context. I played with bold contrasts, layered textures, and pops of color inspired by ’80s neon styles. The 3D logo was based on the blue waterproof jacket he wore throughout the trip—its puffiness and material translated into the shape. I used a simple sans-serif font to echo the understated style of the slide captions.