Una Caña con... by Mahou

The Challenge:During my time at Apple Tree, I had the privilege of being part of the team in charge of the innovative project called "Una Caña con", a branded content format hosted by Carolina Iglesias.

Although I participated in the project from its first season until the third, my real challenge began in the second season when I was assigned the task of rebranding the show, creating Carol's Bar, baptized as Bar Bara by the audience's choice for this stage, a place that became the narrative epicenter of the program.

In addition, in both the second and third seasons, I was entrusted with the responsibility of leading the art direction of the show's opening sequence. An engaging sequence was required that would connect with the younger generation and visually complement the writers' script, incorporating authentic elements of the show into the design.

The Solution: For Carol's Bar, known as Bar Bara, I developed a logo that is still used as an integral part of the set. It is a logo mainly composed of neon light, keeping the essence of a conventional bar, but thanks to its graphic design and typography, it manages to connect with Generation Z.

As for the art direction of the opening sequences of seasons 2 and 3, the scriptwriters wanted to create a small narrative where the main characters were Carol and Kikillo. Therefore, I conceptualized a graphic system based on the animated collage technique, thus translating the script into a visual sequence. I was in charge of the design of the main frames that established the visual style of the whole sequence, supervising then the design and animation of the rest of the frames. The result was a coherent and dynamic audiovisual sequence that met the expectations of the project.