Bose – Ima Banijay Iberia

Year: 2022
Client: Paramount+ / Shine Iberia
Photographer: Jorge Alvariño
Assignment: International communication campaign for the BOSÉ series

The concept of communication stems from his music.

Starting from a universal concept with the aim of appealing to the different territories where the series is distributed, we were looking for a concept that would create a direct association with Miguel BOSÉ and his music. In order to achieve this, the claim was born from the very genesis of the artist; the first two words with which “Amante Bandido”, his most iconic song, begins. A simple but powerful claim that represents Miguel Bosé’s transition from a teen idol to a consecrated artist.

Synopsis

Bosé portrays the incredible life of the artist Miguel Bosé. The series captures the different periods of his career and how success affected his private life, exploring the inspirational stories, songwriting, and recording of some of his most iconic pieces.

Yo, seré. (I, will be)

The claim carries a natural strength, including the I and BE to reinforce the idea of a biopic on screen. It is a powerful statement that appeals to the ability to generate a sense of belonging in the new generations.

Yo, seré. (I, will be) Calligraphy at the service of the concept.

For the title of the series, we have chosen a simple but powerful typography. Starting with a bold and condensed design, we created our own graphic line that moves away from the style historically used by the artist throughout his musical career.

In the case of the tagline claim, the calligraphic choice was the only possible option to create a contrast with the title and keep referring to the same concept. The calligraphy guides the public directly to the artist, highlighting the biopic characteristics of the series, which is based on the artist’s own handwriting.

Transgression and legend.

We developed a Key Arts campaign that attempts to capture the artist’s broad career through three pathways that visually express the concept of the campaign, “Yo, seré” (“I, will be”). The first two paths explore two fundamental periods of his life: his professional beginnings as a young transgressive artist in a grey and conservative Spain, and his consolidation as a successful artist in the present day.

Finally, the third path confronts the previous ones in a mirror image in which the young Miguel looks at himself reflected as an adult with hope, ambition, and desire, while the older Miguel seeks to remember a young man with thoughtfulness and melancholy. A visual turning-into-each-other that reinforces the concept of the campaign.

Trailer

To close the communication campaign, Paramount+ entrusted us with the production of the series trailer. Following the premises of the series, and using the genre’s own resources, we proposed a trailer that would continue to emphasize our unifying concept and serve as the campaign’s finishing touch.