3Cat TV Campaign
2024
3Cat, Catalonia’s public media corporation
Catalonia, Spain
Custom Calligraphy
Advertising campaign
Digital marketing campaign
Creative Direction: Mai Balaguer and Aleix Bou
Art Direction & Graphic Design: Lídia Sardà
2024
3Cat, Catalonia’s public media corporation
Catalonia, Spain
Custom Calligraphy
Advertising campaign
Digital marketing campaign
Creative Direction: Mai Balaguer and Aleix Bou
Art Direction & Graphic Design: Lídia Sardà
The advertising and digital marketing campaign for the new 3Cat 2024-2025 season was built around the slogan “Ens mou l’entusiasme” (We are driven by enthusiasm). Each year, Catalonia's public media corporation presents its new releases, highlighting its most relevant programs. For this campaign, the TV spot was centered on the idea of travel, connecting all campaign visuals to the aesthetics of travel notebooks and spontaneous photos.
My role was to create all the handwritten content for the campaign, including over 35 program titles, handwritten notes and doodles for the posters, and, of course, the main slogans.
The Calligraphy commission was divided into three distinct phases. The first was dedicated to the main slogan, with a calligraphic style that would convey enthusiasm and act as a strong central element.
My role was to create all the handwritten content for the campaign, including over 35 program titles, handwritten notes and doodles for the posters, and, of course, the main slogans.
The Calligraphy commission was divided into three distinct phases. The first was dedicated to the main slogan, with a calligraphic style that would convey enthusiasm and act as a strong central element.
The second phase was about creating a complementary style that was simpler and more spontaneous, including elements like ink stains, cross-outs, and doodles. The goal was to create a script that would contrast with the main slogan and could be placed next to it.
The final part of the commission was creating many different script styles. The challenge was to make each program title look as though it was handwritten by a different person, yet all were created with the same tool to ensure a consistent line weight and cohesive aesthetic across the campaign.
All of my original Calligraphy pieces were then delivered to the 3Cat Graphic Design team, who used my handmade letterforms to build the final visual design of the entire campaign.
The final part of the commission was creating many different script styles. The challenge was to make each program title look as though it was handwritten by a different person, yet all were created with the same tool to ensure a consistent line weight and cohesive aesthetic across the campaign.
All of my original Calligraphy pieces were then delivered to the 3Cat Graphic Design team, who used my handmade letterforms to build the final visual design of the entire campaign.
