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. So, moving away from the static of traditional automotive advertising, our team needed to craft a pitch deck that formed an immediate and visceral emotional connection to modern urban drivers.
The brief was centred on capturing expressions of personality through movement and gave Nacho a lot of freedom to develop his own ideas within 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 narrative called for. We curated a vibrant tapestry of street performers, modern dancers, and everyday commuters, mapping their kinetic expression against rhythmic, everyday city journeys.
Using a cinematic framing, we established a premium, high-contrast colour palette that evoked urban landscapes—neon reflections, rain-slicked asphalt, and sharp architectural silhouettes. 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. This visual contrast highlighted the underlying harmony between human body language and automotive design, framing the car and the SEAT brand as an extension of individual style and personality.
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. Empty mountain highways and glossy studio glimmers were replaced by raw, authentic moments of human expression. By trading standard tropes for genuine character-driven storytelling, the final spot proves that it’s possible to transform a brand’s commercial identity, delivering an invigorating campaign that resonates with modern drivers.