Self Power

Autumn/Winter 21 for Piece of Cake, made in the middle of the pandemic, when teenagers were living almost entirely online. I pulled the campaign away from digital aesthetics and back into something physical and rough: cut-out type, photocopied posters, tape and cardboard signs. Punk energy, moderated for a teenage audience.

Self Power turned into slogans you could shout — if not now, when? · decí lo que pensás · multiplicá tu voz — printed as posters that built the set, the collages and the graphics, so the whole thing could be reproduced by anyone with a photocopier and something to say.

I led it end to end for Plataforma: creative and art direction, graphic design, production, and directing the film and the photo edit, working with the brand, the photographer, the video team and the model.

Agency Plataforma · Photography Bruno Nogueira · Film Ternura Films · Make-up Hiela Pierrez · Model Igualdad Píriz