ALLAY X PROJECT LOBSTER [1] 
2024
Branded Content   

ADG LAUS Award 2025
Category : Digital
In Book / Selected

client @projectlobster team @gerardestarellas @scohysarah @mielcorderog @pep.mk @blete.jm
In collaboration with Project Lobster, we developed a branded content campaign aimed at strengthening the connection between the brand and its community, incorporating well-being as a strategic axis. Under the slogan “The world is out there to be seen”, we expanded its meaning with the proposal “A brighter way to see the world”, integrating visual health and emotional well-being from a more holistic perspective.  The campaign starts with a critical observation of the saturation of superficial content in the digital environment. In contrast, we relied on emerging trends that promote more conscious consumption, such as glimmers—those micro-moments of well-being that invite us to reconnect with what is essential. This idea served as a starting point to build a visual narrative focused on perception and inner balance.  The central piece of the proposal was Allay, an app that, through empathetic AI, analyzes each user's emotional state to provide visual and practical content that generates well-being. A digital refuge from the constant noise, designed to accompany and elevate the personal experience of daily life.

Regarding art direction, we worked on a functional, clear, and emotionally warm aesthetic. We used a color palette base on five dimensions of well-being, and a typography balancing closeness and precision. The selected images convey intimacy and calmness, visually reinforcing the connection between visual, phyical and emotional health.  The transmedia strategy included activations in physical spaces, social media, and collaborations with photographers and influencers specialized in well-being. We also developed audiovisual pieces featuring real testimonials, creating an accessible and genuine narrative that demonstrated how wellness can be tangibly integrated into daily life.  With this proposal, we aimed to expand Project Lobster's narrative into a more emotional and intimate dimension, understanding vision not only as a physical function but also as a way of interpreting and connecting to the world that surrounds us.