Seat Ibiza
Partnering with director Nacho Gayan on a beautifully fluid spot for Seat meant capturing raw, spontaneous urban energy without relying on stale car commercial tropes.
The brief was centred on capturing expressions of personality through movement and gave Nacho a lot of freedom to develop his own ideas for specific scenes. For us, that meant a fascinating deep dive into the world of dance and street arts, while maintaining the connection to characterful ordinary people and personal situations that the film called for.
Using a cinematic framing, we established a premium, high-contrast color palette that evoked urban landscapes. Pairing this with asymmetric typography that gave the deck a sense of rhythm to mimic dance choreography, our layouts included split-screeners that connected human motion with intimate close ups of the star vehicle.
In true Nacho style, the finished film was a car commercial with a difference, that didn’t fall back on the expected clichés and tried and tested shots of the automotive genre. By trading standard tropes for genuine character-driven storytelling, the final spot proves that it’s possible to transform a brand’s commercial identity.