JOE &
THE JUICE
A full launch campaign built as one connected experience—from the main film and visual direction to social storytelling and rollout-ready campaign assets.
ONE IDEA.
A FULL ROLLOUT.
More than a store announcement.
The launch needed to feel immediate, youthful and naturally connected to everyday Spanish life—not like a standard opening message.
Joe Pink Takes Over Spain.
The brand’s signature pink becomes the thread moving through Spanish moments, environments and social content, making the launch recognisable without forcing it.
Full ownership from brief to final film.
I handled the project independently from A to Z: interpreting the brief, building the campaign concept and art direction, shaping the visual narrative and shot sequence, generating every scene, refining continuity, directing motion, editing the film and preparing the final campaign rollout. The complete creative and production execution was delivered by me.
ONE PROJECT.
FULL OWNERSHIP.
From the first reading of the brief to the final export, I owned every creative and production decision. Strategy, concept, art direction, scene design, generation, continuity, motion, editing and post-production were developed as one connected workflow—not divided across separate teams.
Translated the launch objective into one clear creative territory.
Built the campaign idea, visual language, mood and narrative system.
Planned the film sequence, framing, locations and visual progression.
Created every scene and refined character, colour and spatial consistency.
Directed movement, pacing, transitions, sound thinking and final finishing.
Extended the direction into key visuals, reels and social launch assets.
BUILT TO MOVE
ACROSS CHANNELS.
FROM FIRST FRAME
TO FINAL CUT.
The complete visual sequence shows how the campaign idea develops scene by scene—from the opening museum moment to the final Spain launch reveal. Every frame was created, refined and connected as part of one directed film language.
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28ONE LAUNCH.
FOUR VISUAL ROUTES.
Four announcement systems explore different moods, palettes and audience moments while staying recognisably Joe & The Juice. Each direction was conceived as part of the same Spain launch platform—not as a disconnected post.
SPAIN BECOMES
THE CONTENT.
Short-form ideas draw from Spanish streets, art, architecture, fashion, light and everyday culture. The reels carry the campaign beyond the hero film and give the launch a more social, lived-in rhythm.
Select any reel to play it. Each video loads only on demand through a lightweight external embed, keeping the page fast while presenting the complete social rollout.
A DISTINCT
SPAIN LAUNCH.
The campaign works as one connected system rather than isolated assets. The film sets the tone, the visual language creates recognition, and the social rollout carries the idea into everyday audience moments.