“La ilusión está en jugar”
EL CORTE INGLÉS
Where play becomes emotional connection
During the pandemic, family life was redefined at home, and play became one of the few emotional spaces where connection, joy and imagination could still exist.
The challenge was to reposition the toy catalogue not as a product directory, but as a cultural and emotional tool for shared family experiences in a moment of uncertainty.
We reframed play as an emotional connector rather than a product category.
Instead of focusing on toys themselves, the communication centered on the act of playing together as a shared moment of wonder, closeness and relief during isolation.
We developed a campaign for El Corte Inglés’s toy catalogue that transformed play into the central narrative axis of the project.
The idea positioned imagination as a collective escape, highlighting how families created moments of joy and connection despite uncertainty.
Through storytelling, the catalogue was reframed as a space for emotional discovery rather than consumption, reinforcing the idea that play is not a product, but a shared experience.
PRINT ADS
Creative Director and Art Director: Natalia Arias - Sr. Copywriter: Mariola Caeiro - Account Manager: Alejandra Arriaga de Paz -
Filmmaker: Nacho Martinez (Puebla Films) - DOP: Marc Miró - Production: Pueblo films & Cesar Lamparero - Photography: Gorka Alba del Valle - Styling: Andrea Jorge Diaz
Filmmaker: Nacho Martinez (Puebla Films) - DOP: Marc Miró - Production: Pueblo films & Cesar Lamparero - Photography: Gorka Alba del Valle - Styling: Andrea Jorge Diaz
@2026