( CBrand Experience Design, Living Brand Character )

For Casa del Libro, we created a living brand character: a virtual recommender designed from brand strategy, not technology.

Based on the brand’s DNA, its values, tone and personality, Truman thinks, speaks and recommends like the brand itself, ensuring consistency across all touchpoints.

Present across web, chat, content and physical spaces, Truman becomes a more human, approachable and memorable brand experience.

We also developed a narrative around the character, including a launch film telling his story before becoming part of the Casa del Libro community, and a transmedia Christmas campaign.
Truman appeared across podcasts, street actions and physical spaces, leaving book recommendations in metros, parks and public benches, with one clear goal: helping people find the perfect book to give as a gift.

Creative Director: Natalia Arias A.

Creativity Copywriter: Ana Benitez

Art Director: Laura Catalina Forero

Designer: Pablo del Valle

IA Filmaker: Mike Ramos

Creative Engineer: Diego Rey

Narrator: Asier Sola

Sound Technician: Andriy Volodarskyy

Digital Director: Julio Fernández -Sanguino

Digital Account Manager: Elena Sánchez

Account Executive: Jose Alberto Martin