My first project for Guuk was the ‘Parece mentira' campaign, emphasizing the brand's fast internet service. The camera itself transforms into a dynamic character, embodying Guuk's high-speed service. It swiftly takes us through various scenes where events seem almost unbelievably good. The narrative begins by comparing the extraordinary strength of a Basque Harrijasotzaile, capable of lifting massive stones, to the impressive speed of Guuk's service, available wherever you are.
Working with Lana's creative brief, I developed a dynamic storyboard. Crafting the storyboard under tight time constraints, I aimed for a lively yet minimalist approach, balancing the rapid pace with the artistic nuances of Calugi's designs. The focus was on clarity and simplicity, ensuring the visuals remained engaging but not overwhelming for the audience.
Continuing this year, we embraced a calmer approach, focusing on unique, almost interchangeable scenes. The defining feature? The flowing hair of Guuk characters is a now iconic trait that embodies the Guuk characters’ identity.
This subtle yet powerful visual element was central to our new animations, capturing everyday moments like enjoying coffee, reading at home, or cooking with family. Being part of Guuk is about these simple joys, mirrored in the graceful motion of each character.
Creative DirectionAlex Quintana
Executive ProducerSergi Roda
Art DirectionJonathan Calugi
Creative DirectorIbran Trassierra
Animation DirectorEudald Salarich
Head of ProductionAriadna Pons
Music & Sound DesignFacundo Capece