JAVIER LOPEZ    

El gest de Filmar
Translating MACBA’s visual identity into a campaign shaped by the language of video.
Services
Campaign design
Print
Motion
Environmental graphics

Industry
Arts & Culture
Credits

Photography by: Miquel Coll, 2026. © MACBA Museu d’Art Contemporani de Barcelona.

After helping develop MACBA’s new visual identity at Mucho, I led the design of the campaign for El gest de filmar: El vídeo a la Col·lecció MACBA. I worked directly with the client throughout the entire process, from the initial concept and creative development to the campaign’s final production and implementation.

The concept takes the camera’s red recording light as its starting point. Enlarged into an atmospheric field of colour, it also evokes the glow of screens and projections. Typography sits within this luminous space and, in motion, breaks apart and recomposes over excerpts from the exhibited works, creating a rhythm inspired by the language of video.

Developed across print, motion and the museum environment, the campaign gives the exhibition a distinctive identity while remaining connected to MACBA’s wider visual system.

Created in collaboration with the team at Mucho.



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