LOEWE — The Orange

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Client

LOEWE

Year

Stategy

Concept Development Visual Research Storytelling Creative Direction

How can LOEWE’s Spanish roots become the starting point for a surreal journey?

A self-initiated illustration and motion study inspired by LOEWE’s Spanish identity. I developed a short animated story that translates a simple cultural reference into a playful journey through fashion, illustration and movement.

Overview

Concept

A self-initiated illustration and motion study inspired by LOEWE’s Spanish identity. I developed a short animated story that translates a simple cultural reference into a playful journey through fashion, illustration and movement.

Challenge

Concept

I used the orange as a playful reference to Spain, transforming it into a flying vessel carrying LOEWE accessories. It takes off from the ground and travels through the clouds, turning a familiar symbol into the starting point of a surreal journey.

Concept

System

I built the animation around one recurring element: the orange. Across the sequence, scale, perspective and surroundings continuously shift, while the illustration style, colour and hand-drawn textures keep the different scenes connected.

System

Outcome

A visual system that shows sustainability can feel active rather than predictable, and one concept that stretches across six expressions without losing itself.