La Bandera de Todos | Toyota Olympics

The "La Bandera de Todos" campaign was a vibrant tableau, meticulously crafted to echo the spirit of Puerto Rico's flag and its people. As the Art Director, I curated a palette that spoke of unity and strength—deep blues reflecting the vast Atlantic that borders the island, stark whites symbolizing purity and aspiration, and fiery reds embodying the passion and vitality of Puerto Rican culture. These colors formed the visual cornerstone of the campaign, resonating deeply with the national sentiment.

Upon this canvas, the campaign invited Puerto Ricans, both at home and abroad, to inscribe their messages of support and solidarity for the island's athletes, imparting a piece of their spirit onto the textiles they sent. These were not mere messages; each was a personal narrative, a thread in the rich social fabric of Puerto Rico. As these textiles accumulated, they were stitched together, forming a grand flag—a monumental representation of a nation's hope and communal support for its sports champions.

My direction was pivotal in ensuring that each design element—from the interactive map that chronicled the origin of each fabric piece to the selection of the robust and clear Toyota Type Bold typography—carried the weight of this narrative. The athletes' uniforms were designed with the same attention to detail, balancing aesthetic appeal with the symbolic essence of the campaign, ensuring that each athlete not only represented Puerto Rico but also carried with them the strength of their people's support.

In crafting this campaign, the goal was not only to create a series of designs but to weave a story of unity, perseverance, and pride. The result was a design that was as evocative as it was inspiring, galvanizing a nation to rally behind their athletes, creating an unforgettable and impactful Olympic presence, and etching this moment of unity into the annals of Puerto Rican heritage.

Agency: Publicis Groupe Puerto Rico

Client: Toyota Puerto Rico

Art Direction /Campaign branding / Design / Ux / Ui : Natalia C. Núñez Torres

Year: 2021