A story about finding home through books, memory and imagination
Casa del Libro is a very human brand: a refuge for readers, a place of calm and community. At Christmas, its communication wants to share warmth, memory, and a feeling of belonging.
In 2024, together with the creative team I am part of, we developed the idea “There is a place that always waits for you.” This concept brings the emotional world of the brand to life and introduces Truman, a friendly book-lover dragon who represents the people who find a home in books.
That year I worked as an Art Director, creating the main visual of the campaign and the first visual concept of the character.
The character came to life through a suit adapted by the production team, but its essence, its soft expression, its tactile feeling, and its literary spirit, comes from the visual work we created in the first proposal.
Continuity and expansion
of the universe - 2025
of the universe - 2025
One year later, Truman returns. But this time there is no filming, no physical set, and no production team. The whole story needed to be created completely with generative AI, while still staying true to the physical suit from 2024, the official plush toy, and the emotional universe already built around the character.
My role was to create the visual bridge between all these elements and shape Truman’s final version, keeping his personality, warmth, and identity alive in this new stage of the project.
The result is a Truman who can exist in both the physical world and the digital one, while keeping his identity completely intact.
I created the new bookstore characters using AI-generated models and then integrated them into the universe through texture, color, and a warm visual style. Each character was shaped to feel part of the same world as Truman, sharing his softness and emotional tone.
At the beginning, I proposed a graphic approach where the stop-motion–style characters represented the booksellers inside this universe. However, the client finally decided to move toward a photomontage that combined Truman with the real Casa del Libro space and the actual booksellers.
Using the Visual Treatment as the base, I worked on the full photomontage of the final key visual. I integrated Truman with the real booksellers, adjusted the composition by hand, and refined every detail to make the scene feel warm, emotional, and true to the Christmas atmosphere of the brand.
The final image reflects Truman living naturally inside a real environment, keeping the magic of the universe while connecting it to the physical world of the bookstore.
This project made it possible to expand a coherent and emotional universe, keeping the human side of the brand even inside a fully digital process. It is a campaign where technology becomes a narrative tool, not the main character.
Truman evolves, but he stays true to himself, a small dragon who found his place among books.
Adobe Photoshop - ChatGPT - Gemini
CREDITS:
Creative Director: Natalia Arias
Copywriter: Ana Benítez
Creative Team: Laura Forero, Debora Hillert, Pablo del Valle
Production (AI Video): Mike Ramos
Creative Director: Natalia Arias
Copywriter: Ana Benítez
Creative Team: Laura Forero, Debora Hillert, Pablo del Valle
Production (AI Video): Mike Ramos