Cobardes (Cowards), the picture directed by Juan Cruz and José Corbacho, needed a graphic identity that could properly explain the film’s theme: bullying.
Given a free hand by the picture’s producers, we decided to create a logo with compressed typography to transmit the suffocating feeling of anguish. This sensation was reinforced by the image on the promotional poster, a photogram from the film where the protagonist runs away from from their stalkers.
These esthetics were used in other promotional items, such as the pressbook for the journalists invited to attend the premiere.
For the film titles, edited by the great David Gallart, we used the cellphone aesthetics, major axis of the film, interspersed with images of the initial persecution. The idea was to convey the anguish caused by bullying on the central character of the film.