This art direction project was based on the naming: Merluzo (hake fish). And it becomes the basic concept of this 360º project and specifically of the art direction we were commissioned. Because to be a Merluzo in spanish means to be a silly, a foolish person. In this way being a Merluzo is an attitude, a fun philosophy of life. And it appeal to our target: young people without complexes, with great respect for the world and who spend a lot of time with their friends. For this art direction, we chose analog film, a visual language that inspires these values.
![](https://freight.cargo.site/t/original/i/2e833abcb08912eb02951d4c6ae3bd81dfc111e376560a30064a4369a62ba049/merluzo_18.jpg)
![](https://freight.cargo.site/t/original/i/a430694b18c3ca701090bd798248772c5bf440c0e0f4ec1080623071cb0640e2/merluzo_07.png)
![](https://freight.cargo.site/t/original/i/a158c9161d5e7fb487fc9cb64602ca934c9ed001767b70368c4c39d7f9399b03/merluzo_01.jpg)
![](https://freight.cargo.site/t/original/i/69a6d3357ba4c7593c62ea80edfd02d2e307ab6b64f3bb096c4856bdb9d0ff1d/Merluzo_DA_MCOMELLA.jpg)
![](https://freight.cargo.site/t/original/i/131c87d35f6371f03e1f08817e785bf40b74ddd3baf8c87d8b51fd5caba9cfaf/merluzo_11_b.jpg)
![](https://freight.cargo.site/t/original/i/5e587963487b099f8b732d056a3cbf15d69b0246a8c1f0928683f52886fc322a/merluzo_05.jpg)
![](https://freight.cargo.site/t/original/i/4e2d0aa8d855c2c7428c9b9ce3f228d834822781a1c499fa095192bcdf9946ff/merluzo_22.jpg)
![](https://freight.cargo.site/t/original/i/5fe6420ddbeb4fcd01fb5696324c39d85dc6ca0d9d974b93d62b9aa20e2ceebf/merluzo_23_b.jpg)
![](https://freight.cargo.site/t/original/i/defa7a504913a18a97bad781175971f9627f283846e5851878b7a70e7dd0a23b/merluzo_09_c.jpg)
![](https://freight.cargo.site/t/original/i/e0d758eae8f30ecea0b44151e86e0ccc7b7865a59cad1b2954d14298a51a2c8c/Merluzo_B.jpg)