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.
