R DE ROSALÍA
x CUPRA
On her acclaimed album Motomami, Rosalía released a song called "Abcdefg" that went viral on TikTok. Travelling from A through to Z, Rosalía shared the concepts that inspired her to create the album. Celebrating Motomami's first anniversary, we created the CUPRA alphabet as a brand campaign. We produced a new version of Rosalía's song "Abcdefg" using all the words, values, attitudes, car models and lifestyle initiatives that CUPRA promotes.
A de adrenalina ⚡
B de Barcelona, boiler, Born, bold 🌞💙
C de captain 🏆
D de design, de dare to defy 💅
E de electric, exciting, emotions 🙃🤪
F de Formentor, de forward, de flash, de flashforward 🏓
G de go, go, go! 🏁
H de hero 🌈🤰
I de impulso. Im-pul-so 🧨
J de jet-lag 🎢
K de keep going, keep working, keep… 🥵💦
L de love it 💖 or hate it 🤮
M de Metahype 🦄
N de new era, de never enough 🔥
O de obsesión 🎯 de obsesión, de obsesión… 🤹♀️
P de performance 🌟
Q de qué cute :-) 🌸🐬🌼
R de Raval, reinventing y de Rosalía también 🦋❤️🔥
S de “Si no lo entienden, ya lo entenderán” 🤐
T de Terramar, de Tavascan 🏎✨
U de unstoppable 💣
V de veloz 🚀💥
W de wooow 👅
X de xrtem, xtrem, xtrem, xtrem 🥊🔞
Y de you, and you, and you, you, you, you, you 👀🫵
Z de zig, de zag… Z de zig-zag 🪱
We create 38 different scenes – together with Manson - where we link the visual world of Rosalía with the CUPRA universe. We used many different techniques such as filming, 2D and 3D animation, SGI, artificial intelligence and lettering, among others. In every scene, there is always a letter of the alphabet; in some cases it is obvious, but in others you have to look for it.
&ROSÀS (2023)
CSO: Jordi Rosàs, CCO: Isahac Oliver
Creative Director: Pol Martínez
Head of Art: Xavi Mauri
Art director: Irene Sanchez
Copywriter: Aldo Coste
Producer: Jordi Solé
Edit: Arnald Viladomat
Director: Manson
Prod. Company: CANADA
Post: Bliss & Metropolitana
DOP: Matias Penachino
Sfx: IXYXI
VO: Rosalía