Rosalía

Athletic key art defaults to the product — lit hard, floating on white. This went the other way: a face in ink wash, a signature scrawled across it, and the shoe nowhere in frame.

The campaign identity is a portrait of Rosalía rendered as ink bleeding into hot orange-red, features reduced to five or six wet marks — a brow, an eye, a mouth — the rest left to the viewer. It reads at a hundred feet and at arm's length, and it reads as music rather than sportswear.

The lockup sets new balance in the brand's lowercase grotesque with Rosalía handwritten straight through it, underlined in one stroke, so the collaboration is a single gesture rather than two logos sharing a corner. Deliverables were built as posters first: 1:1 key art, wheatpaste and kraft-wrap mockups, and a footer that signs the work like a release.

The restraint is the strategy. A campaign that trusts a face and a signature to carry it is a campaign that believes the collaboration is worth something on its own.