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Palermo "Aquí están"

Site walkthrough 0:00

Year 2008 Archive · offline

Client Cigarrillos Palermo — Tabacos del Paraguay S.A. / TABESA

Role Concept · UI/UX design · Illustration · Flash/ActionScript development

Stack Flash / ActionScript Ilustración a mano Comercial en FLV Galerías XML Wallpapers

Note: this is advertising work for a cigarette brand. This page documents the design and the development; it does not reproduce or continue the campaign's sales argument. The original pieces carry the mandatory health warning.

The same system as Unite, turned over: a light ground of paper marked with the brand's writing in very soft grey, the title Aquí están hand-written in large script, and below it the freehand frame with the strip of four photographs.

Concept

This is the next campaign and it reuses the previous one's architecture entirely: the same drawn frame, the same five drawn labels along the bottom, the same projector with its switch top right, the same modules for products, press ads, wallpapers and commercial. What changes is the skin, and the change is total: where Unite was black, nocturnal and thick-lined, this one is white, daylit and fine-lined. The ground goes from marked-up wall to pale paper with the writing barely suggested, and the title drops the stencil face and is written by hand, in English script, with the lightness of a signature.

The main mechanism from Unite is kept: the four photographs in the strip are not decoration. On hover, the photograph opens with an animation —growing out of its column until it fills the frame across— the line that belongs to it comes in with a drawn arrow pointing at the person, and the video clip of that scene starts. What changes is the tone of the lines: where Unite called out to a tribe, here it points at somebody specific, laughing in the photograph.

That two consecutive campaigns share 100 % of the code and none of the visual decisions is what makes the pair interesting. The system was built once; after that you change its tone. Together they show something a portfolio can rarely show: the same system with two skins, made by the same person a year apart.