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Casting a new light on TNC

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Teatre Nacional de Catalunya launched a contest to find a design studio that would be in charge of designing a new image for their yearly programme. We were honoured to have won the contest and started to work on creating the imagery for the national theatre in three different stages, starting with Abona’t – the pre-campaign.

Abona’t is the campaign for the initial presentation of the 2019-2020 theatre programme. We wanted to highlight a selection of actors and actresses to be the main protagonists so we organised and directed two distinct photoshoots with the same selected profiles.

Casting a new light on TNC | FOLCH

“To work for TNC meant to redefine and create a new shared image for one of the most iconic references in Catalonia and Barcelona. Instead of pushing the theatrical show, we just wanted to focus on emotions. Because, when everything else changes, human feeling is the only thing that remains the same. That’s what we wanted to show. ” 

Rafa Martínez, COO & Head of Brand Strategy, Folch.

The first aimed to create a theatrical mood, where the light is cast in a manner that partly unveils the faces of the actors. Set against a burgundy shade, the corporate colour, the light cast a dramatic shaft across the actors’ faces at different angles. Lander Larrañaga was the right photographer to master this technical type of shooting. In addition, we took the opportunity to film a series of short videos that would work across social media and other digital environments.

The second shoot was to be more direct. Once again we aimed for drama, but this time in a more sincere way with a more straightforward, raw approach. Pablo de Pastors was selected as the photographer to capture the true persona of each actor – direct and honest against a vivid red backdrop. This imagery has now been applied to the website and is used inside the programme in a more corporate style.

Casting a new light on TNC | FOLCH
Casting a new light on TNC | FOLCH

The whole campaign, both online and offline, was locally distributed. Throughout the project, we worked hard to stay aligned across all different assets. An important part of the process was deciding how best to diffuse the campaign across social media as well as via the physical assets designed to catch people’s attention on the streets. The imagery was rolled out across flags around the city, opis, tote bags, pencils and of course, the printed programme.

Casting a new light on TNC | FOLCH
Casting a new light on TNC | FOLCH
Casting a new light on TNC | FOLCH

The campaign has been well received in the media, both offline and online.  For example the biggest TV channels in Spain; TV3, RTVE as well as prestigious newspapers like El Periódico, El Pais, La Vanguardia and Ara. 

Reach

The campaign has been well received in the media, both offline and online.  For example the biggest TV channels in Spain; TV3, RTVE as well as prestigious newspapers like El Periódico, El Pais, La Vanguardia and Ara. 

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