COVID-19 is monopolizing our attention and determining to what extent it is possible to enjoy our everyday activities, such as going to the theatre. This very unusual year has been particularly tough for the cultural sector: cinemas, concert halls, museums and theatres are dealing with the frustrating emptiness of their spaces, knowing that their products are precisely the balm that people need in times of uncertainty.
In this context, we faced the challenge of designing the campaign for the Teatre Nacional de Catalunya (TNC)’s 2020-2021 season. It was challenging in two senses: on one hand, because at a time when everyone is rushing for results, creating a campaign is not an easy task. On the other hand, the project’s technical aspects were more complex than usual. TNC is showing a great capacity of resilience through empathy, credibility and trust.
“Sometimes, limitations and great difficulties are the best way to achieve the most inspiring results. The fact of not having actors gave us the chance of focusing on the essence of theatre.”
Rafa Martínez, COO Partner & Head of Brand Strategy at Folch
“To find the meaning of each play, we decided to put the emphasis on the characters, instead of the actors. We aimed to explain each character with very minimal atrezzo and styling, as well as through their movement”.
Oriol Corsà, Art Director & Graphic Designer
“In a strange year like this, we seeked to wake up emotions through the personification of an empty human figure. Technically speaking, achieving that was a big challenge because we lacked facial expression, however we still managed to transmit hope, dejection or gentleness, depending on the play”.
Pol González Novell, Creative Director at White Horse