This is my favorite part of the process—where everything begins. I love diving deep into research, understanding the client, exploring trends, and analyzing the market.
There’s something exciting about absorbing all that information, filling my mind with visuals and ideas, and letting inspiration take shape.
It’s a process of discovery, of learning, of connecting the dots. And then comes the best part—bringing all of it together to conceptualize something truly meaningful and impactful.
Up next, I’ll share a glimpse into one of the projects where I was part of the creative direction team, looking at how the initial concept took shape and the thought process behind it.
RTVE CHRISTMAS CAMPAIGN
From Concept to Creation
THE IDEA
As one of the few in the studio who actually loved the holiday season, working on this campaign was especially exciting for me. While brainstorming, I saw Christmas as a collective performance—a ritual we instinctively follow each year, shaping our surroundings and behaviors to match the season.
This idea clicked for me after seeing a Juanjo Sáez comic, which beautifully captured how we experience this time of year. That train of thought led me to “Christmas Mode”—like Airplane Mode, but for the holidays. A moment when we all switch into a shared mindset, a carefully choreographed experience with its own soundtrack, traditions, and quirks.
To bring this idea to life, we needed to ensure it could work as a flexible umbrella concept—one that embraced the collective holiday spirit while seamlessly blending universal traditions with RTVE’s signature Christmas programming. By exploring different scenarios and key moments, we shaped a concept that felt both familiar and distinctly tied to the network.
Sketches created by Irene M. Torres, our studio illustrator.
DEFINING THE STRUCTURE
So we developed two distinct directions within the campaign:
🔵 Universal Christmas Moments – A series of idents capturing the essence of the holidays through timeless, relatable scenes that resonate with everyone. These would represent the collective traditions and emotions that define the season.
🔵 RTVE Special Idents – Tailored pieces highlighting the network’s unique holiday programming, incorporating subtle nods to its special shows and events. These idents reinforced RTVE’s identity while seamlessly fitting into the broader Christmas atmosphere.
Beyond my role in creative direction, I was also part of the 3D team, which made this project even more challenging and rewarding. With extremely tight deadlines, we had to work at full speed, making quick yet thoughtful creative decisions.
The campaign consisted of 10 different idents—five universal Christmas moments capturing the essence of the holidays and five tailored to highlight TVE’s content, reinforcing the brand’s identity.
Winning TVE’s pitch and having the opportunity to bring this campaign to life was a huge accomplishment, and seeing the entire team proud of the final result made the effort truly worthwhile.
Process Reel RTVE Christmas Campaign