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Hermetismo x Rico Sanchez

Personal project for a music brand, conceptually rooted in the relationship between music and design. The concept explores the interplay between white space and dark tones, reflecting the dynamic contrasts found in music. To achieve this, various elements were printed and scanned, adding depth and texture to the concept and its design.

Type Design: Greta

Personal project for a swiss-style typeface rooted in simplicity, clarity, and functionality. This typeface blends timeless design principles with a modern aesthetic, emphasizing clean lines and minimalist geometry. each letterform is constructed within a grid-based system, ensuring precise alignment and consistency across the type family.

Inspired by the elegance and proportion of ancient greek columns, the typeface pays homage to classical architecture through its name and serif version. The serif details echo the fluting of columns, adding a sense of refinement and heritage, while the sans-serif variation embodies a contemporary interpretation of structural balance.

Lynx: Scratch and Sniff

To launch Lynx Lower Body Spray, we transformed traditional outdoor media into a sensory-driven encounter. Instead of simply displaying the product, we invited people to experience it.

We integrated scratch-and-sniff technology into both print and outdoor placements, allowing anyone to literally smell what the product was about—directly from the ad. Each piece featured a monochrome photo reminiscent of a high-fashion underwear shoot, with the product shown in vibrant color and a scented scratchable area strategically placed over the model’s lower body. A subtle but provocative cue to interact.

The creative direction was intentionally designed to surprise. We crafted the visuals to resemble typical underwear campaigns, so at first glance, the ad would blend in withstandard fashion editorials. The goal was to spark curiosity before revealing the twist.

Every element of the imagery was refined with intention. We paid close attention to body positioning, lighting, and detail—conducting multiple photoshoots to achieve the perfect balance of elegance and allure. The result was an image that spoke volumes with restraint, combining craftsmanship with clever provocation.

OMO: Persil & Arsenal FC

What if the cleanest product became the perfect villain? That’s exactly the twist we used to introduce Persil’s new capsules.

We launched the campaign with a cinematic short film starring Arsenal and England icon Bukayo Saka—only this time, he wasn’t just the hero. He was up against Persil itself, reimagined as the unexpected antagonist in a playful, dramatic storyline. The product took centre stage, not as the saviour, but as the force to beat.

To build anticipation, we rolled out a handcrafted poster series across North London, designed to feel like an underground teaser campaign for a blockbuster. But hidden within the posters was a surprise: seven of them featured Bukayo Saka’s actual signature. This small detail transformed parts of our outdoor campaign into rare collector’s pieces, sparking buzz and a bit of a hunt among fans.

Fundación Real Madrid: Sub_100

Project for a Young Lions Competition. The ‘Proyecto Canal Mayores’ from Real Madrid Foundation is a sports program for the elderly. It’s growing in Madrid and other communities and needed a name, concept and identity that represents the soul of the project—which is not just based on the physical benefit of sports, but above all, on its social component and the emotional well-being they gain because they get to come out of loneliness and be part of the community we create, of this team. In the end, the project doubles as
a sports team.

Therefore, we decided to represent the identity of the ‘Proyecto Canal Mayores’ with the identity of its very own team, whichwe called the SUB_100.

Because the soul of the team is Real Madrid’s white, that’s our main color. However, we also included the colors of other Spanish teams to represent the variety of origins of our target audience, who are not only Real Madrid fans, but also seniors who cheer for other teams and were embraced by Madrid’s team. Because Real Madrid’s white actually embraces all the colors of the Spanish teams.

@msansuay

Madrid, Spain

Hermetismo brandproject Greta typedsgn Scratch and Sniff campaign Persil & Arsenal FC campaign Magnum Monroe campaign Sub_100 visualidentity Posters posterdsgn