Humana
People to People
Rebranding, Creative & Art Direction
[Fashion Film Link]
Redesign and campaign proposal for Humana People to People Foundation: The purpose of this project is to reposition Humana taking into account the new panorama of the textile industry: environmental urgency, fast fashion, second-hand platforms and new generations. The objective is to bring the foundation closer to new audiences that have never considered entering its stores or collaborating. To achieve this, its corporate identity has been updated, carrying out a synthesis and aestheticization of it’s graphic, which still maintaining recognizable aspects of it. Subsequently, this relaunch audiovisual campaign has been generated, around ‘circular economy’. The objective is to raise awareness and inform the viewer, to speak to the community and the individual. But also demonstrate how solidarity can coexist with fashion, through reusing or upcycling second-hand garments.
Visual Research, Treatment & Graphic
Catalog design
[Credits]Creative & Art Direction: Paula Lavandera
Producer: Manel Cano
Director Assistant: Pablo Cadez
DOP, Editor & Colorist: Under the Bridge
Still Photo: Anais Loran
Photos’ Intervention: Nina Felís
Archive research & Treatment: Paula Lavandera
Movement Director: Sara Calzada
Movement Assistant: Marina Giraldos
Set Design: Mariona Molina
Styling: Elia Dominguez & Ana Segura
MUAH: Carla Terrazo, Montse Alsius & Laia Rubio Cast: Max Lago, Alejandro Peiro, Wiky Janus, Mel Winchester, Gigi Aretos, Marcelo Fortes, Sam Marstone, Adrielle Lopes, Paula Aymerich, Eka Kuzmina
BTS: Shaday Forero
Copy: Ivette Blaya
Voice Over: Lucia Miranda
Music & SFX: Hadren
Graphic Design: Pablo Cadez & Paula Lavandera
Space: Herminia Studio
Project at Idep Barcelona
Tutored by Marc Sancho, Eloi Montenegro & Job Vives.