“Nuevos tiempos. Nuevas rebajas”
EL CORTE INGLÉS
When tone turns storytelling into a state of mind
During the pandemic, the brand faced the challenge of developing commercial campaigns to stimulate product purchases amidst an extremely unstable environment.
Rather than approaching sales communication from a purely promotional angle, we built a narrative universe where tone became the main creative tool.
We used storytelling, music and cultural references to shift the perception of the sales period from transactional messaging to a more emotional and symbolic experience.
The campaign was anchored in reinterpretations of classical narratives and orchestral references, including Sleeping Beauty and Tchaikovsky-inspired compositions, to create a surreal, almost cinematic tone that balanced optimism with sensitivity.
A deliberately playful language was introduced as a creative tension: making a mass-market campaign feel light, imaginative and hopeful without disconnecting from the seriousness of the context.
A multi-phase storytelling campaign developed during and after the pandemic, redefining the tone of a highly sensitive commercial moment for one of Spain’s most iconic retailers.
The challenge was not only commercial performance, but how to communicate with cultural responsibility, emotional awareness and creative consistency in a moment of social uncertainty.
Spring - Summer Campaign → “Nuevos tiempos. Nuevas Rebajas”
A symbolic reset of habits and behaviours, reflecting the collective uncertainty of the moment.
The creative universe explored the concept of “new normality” through a poetic reinterpretation of everyday life.
PRINT ADS
Creative Director & Art Director: Natalia Arias
Sr. Copywriting: Mariola Caeiro
Account Manager: Alejandra Arriaga
Photography: Gorka Alba del Valle
Filmmaker: Victor Claramunt
DOP: Paco Alcaine
Styling: Gabriella Naeve, Paloma Tiemblo
Set Design: Encarna Romero
Muah: Crisanto Blanco, Cynthia
Production: Antiestático
Autum - Winter Campaign → “Nuevos tiempos. Nuevas Rebajas” (extension)
The second phase deepened the narrative through a more fictional and allegorical tone.
Inspired by Sleeping Beauty, the campaign used the idea of awakening as a metaphor for emotional reactivation. The tone became more playful and cinematic, building a surreal world where transformation and optimism coexisted.
Inspired by Sleeping Beauty, the campaign used the idea of awakening as a metaphor for emotional reactivation. The tone became more playful and cinematic, building a surreal world where transformation and optimism coexisted.
Creative Director & Art Director: Natalia Arias
Sr. Copywriter: Mariola Caeiro
Account Manager: Alejandra Arriaga
Filmmaker: Alan Masferrer
DOP: Pau castejón
Photography: Gorka Alba del Valle
Styling: Gabriella Naeve, Paloma Tiemblo
Make up: Zynthia de Leon, Kristina Libertad
Hair: Crisanto Blanco, Elisabel Serrano
Spring - Summer campaign → “Preparados, listos, Rebajas”
The final phase marked a shift towards energy and reactivation.
The narrative focused on anticipation and movement, positioning the sales moment as the symbolic starting point of a renewed cycle of consumption and experience.
The tone became more direct, vibrant and forward-looking, closing the trilogy with a sense of momentum.
Creative Director & Art Director: Natalia Arias
Sr. Copywriting: Mariola Caeiro
Account Manager: Alejandra Arriaga
Photography: Gorka Alba del Valle
Filmmaker: Andrea Micheloni
DOP: Marc Miró
Styling: Berta Bascal
Muah: Crisanto Blanco, Cynthia
Production: In My Mind
@2026