Humana. People to People
Rebranding & Creative Direction
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 who 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 the reuse or upcycling of second-hand garments.
[Credits]Creative & Art Direction: Paula Lavandera
Producer: Manel Cano
Director Assistant: Pablo Cadez
DOP: Under the Bridge
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 MolinaStyling: Elia Dominguez & Ana Segura
MUAH: Carla Terrazo, Montse Alsius & Laia Rubio from Cazcarra GroupCast: Max Lago, Alejandro Peiro, Wiky Janus, Mel Winchester, Gigi Aretos, Marcelo Fortes, Sam Marstone, Adrielle Lopes, Paula Aymerich, Ekaterina Kuzmina
TS: Shaday Forero
Copy: Ivette Blaya
Voice Over: Lucia Miranda
Music & SFX: Hadren
phic Design: Pablo Cadez
Space: Herminia Studio
Project at Idep Barcelona
Tutored by Marc Sancho, Eloi Montenegro & Job Vives.