CHARACTER_DESIGN
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CHARACTER_DESIGN
A_JOURNEY_THROUGH_TIME
CLIENT: LA COSTEÑA
La Costeña, a brand with over 100 years of history, entrusted us with creating its first commercial to communicate the legacy of its star product: jalapeños. The challenge was to convey the brand’s evolution from its humble beginnings in a small store in Mexico City to becoming a global icon, highlighting authenticity, flavor, and tradition.
To establish an emotional connection with the audience, we decided to recreate the first store of Don Vicente López Resines, founder of La Costeña. This space allowed us to build a powerful visual narrative, emphasizing values such as perseverance, resilience, and deep Mexican roots.
Our main technique was the use of miniatures: small-scale scenes within the set that represented key milestones of the brand, from harvesting jalapeños to its international expansion. This approach enabled us to play with scale, making La Costeña’s packaging appear monumental within the visual storytelling.
We built a full-scale set using materials that reflect the brand’s craft essence: wood, iron, and canned goods. A morning light setting added warmth and nostalgia, enhancing the journey through time.
The narrative unfolded smoothly through shots that gradually revealed hidden miniatures in different corners of the store. The voiceover, delivered in an experienced tone, guided the story in a warm and emotional way. From the first harvest to its arrival in the United States, each scene illustrated the brand’s evolution through its jalapeños and their unmistakable flavor.
The result is a visually striking commercial that balances emotion and functionality, reinforcing the brand’s strong identity. La Costeña doesn’t just tell its story—it invites the audience to be part of it, connecting with new generations while staying true to its essence.
“Crafted by Nature, Perfected by La Costeña.”
THIS_IS_HOW_WE_DID_IT!
STORYBOARD
BACK
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