Rayuela - Historias
Created for Librería Rayuela, this award-winning campaign explores one of reading’s most powerful qualities: its ability to transform reality through imagination.
Each piece portrays an ordinary reading moment, yet the world around the reader begins to change. A child sitting on a sofa becomes a king standing before a castle as a dragon flies overhead. A man reading on a park bench is transported into a darker fantasy where he transforms into a werewolf. The transition between reality and fiction emerges directly from the pages of the book, visually capturing the moment when imagination takes over.
The campaign celebrates reading as more than a source of information—it becomes a gateway to adventure, fantasy, and endless possibilities. Through cinematic art direction, seamless visual storytelling, and carefully crafted compositions, the work invites viewers to remember the transformative power of books.
The campaign was awarded the Grand Prix at Ecuador’s Condor de Oro Festival, recognizing both its creative concept and visual execution.
