TV SPOT
Goya wanted to find a balance between a Gen Z audience and their legacy consumers. We pitched a lot of Gen Z campaigns that connected traditions and family to make Goya the brand that connects all generations. However, the ask was to grab Gen Z’s attention but make sure this was fully for their legacy consumers.
Welcome to Goyas 90th Anniversary mosaic. I went for a 2D design approach that uses iconographies of Goyas products and illustrations of characters. This made Goya keep its infamous products feel seen from a fresh new perspective while keeping the classic containers the same. From this design, we extend it to social ads and a TV spot.
Beginning process of concepting the icons
This was the next stage of sketching the icons to illustrating them.
I experimented how I wanted the icons to look and feel. My ideal goal was to make these nostalgic products feel modernized without losing too much of their identities.
Clients were extremely happy. I was thrilled to have been able to grab different audiences and have it feel fresh and modern.
Now that the clients were feeling great, it was time to transfer this to our partnered studio and turn this into pure perfection.
BTS
MOSAIC
Unifying all generations with Goya