{"id":3954,"date":"2026-02-28T19:58:54","date_gmt":"2026-02-28T18:58:54","guid":{"rendered":"https:\/\/lauraforerodesign.co\/?post_type=portfolios&p=3954"},"modified":"2026-03-06T11:01:54","modified_gmt":"2026-03-06T10:01:54","slug":"truman-expert-bookseller","status":"publish","type":"portfolios","link":"https:\/\/lauraforerodesign.co\/?portfolios=truman-expert-bookseller","title":{"rendered":"Truman, expert bookseller"},"content":{"rendered":"\t\t
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Truman,
expert bookseller<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
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Expanding a brand character into
a functional retail experience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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ART DIRECTION - WORLDBUILDING - \nCHARACTER DESIGN - BRAND ACTIVATION - \nRETAIL EXPERIENCE - \nAI-ASSISTED DESIGN\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Client
Casa del Libro<\/b>

Creative Director
Natalia Arias<\/b>

Copywriter
Ana Benitez<\/b>

Art Director
Laura Forero<\/b>

Designer
Pablo del Valle<\/b>

AI Filmmaker
Mike Ramos<\/b>

Creative Engineer
Diego Rey<\/b>

Narrator
Asier Sola<\/b>

Sound Technician
Andriy Volodarskyy<\/b>

Digital Director
Julio Fern\u00e1ndez-Sanguino<\/b>

Account Executive
Jos\u00e9 Alberto Mart\u00edn<\/b>


Tools
Adobe Photoshop<\/b>
Adobe Illustrator<\/b>
Nano Banana<\/b>
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In 2024, Casa del Libro introduced Truman, a small dragon who found his place inside a bookstore. The campaign created strong emotional connection and high engagement with audiences.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t
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For Christmas 2025, the objective was to consolidate Truman as a long term brand asset and expand him into a complete omnichannel experience. The campaign needed to reinforce Casa del Libro\u2019s values: expert recommendation, community, care and emotional connection during a key commercial season.<\/p>

This project transformed Truman from a character into a living universe across digital platforms, physical stores, public space and media.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The campaign was based on a clear strategic idea defined from the proposal stage.<\/p>

Truman builds on brand attributes already linked to Casa del Libro, such as expertise, warmth, guidance and community<\/strong>. By bringing the character back, the campaign increased brand recognition and helped maintain emotional continuity. The Christmas story continued from the previous year and focused on belonging, sharing and helping people find the right gift.<\/p>

\u201cHay un lugar que siempre te espera\u201d.
<\/strong>(There\u2019s a place that always waits for you)<\/em><\/p>

The word \u201cplace\u201d worked as a symbolic idea. It did not refer to a single store, but to the entire Casa del Libro network and its community of expert booksellers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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