Mecal Pro

Branding campaign, 2017

Focus on the different.

Branding design for the Mecal Pro 2017, Barcelona International Animation and Short Film Festival. Mecal Pro is a small annual festival based in Barcelona focused in short films, both live-action, documental and animation. The aim of the festival is to find indie creators with something to say, those who would not be considered for traditional festivals.

Although it involves some award –such as best documentary, best animation, best fiction or best oblique fiction– there are a lot of non-competitive categories – terror, LGTBIQ+, go green, trash animation or erotica, for example. During the three weeks of the festival, there are also workshops, masterclasses, networking sessions and personalised coachings available. This makes the festival filled with young creators willing to share their views on cinema.

Design and applications

The visual communication for the campaign wanted to expose these values. Each year varies between illustration and photography, and this year we decided for the last. We chose this artwork by Giuseppe Palmisano, part of his work Oltrepensare. Many different international magazines and websites defined his photography as absurd erotism, a sort of new artistic movement. This connected with the idea of the festival: the aim to focus on the experimental and the strange, to find new things.

All the design desitions were based in the colours and the aura of his work, clean and elegant but with a twist. I also had to keep in mind that the festival had its little identity in the logo, which would appear in some places. For the visual campaign, I had to elaborate print elements –posters, flyers, a newspaper supplement, the catalogue for the assistants, identifier cards, lamp posters– and digital communicators –banners, adds, social media content.