ALT
Embedded Files
A conceptual art direction project for an urban-active brand, built around movement, self-expression and authenticity.
The visual identity explores the city as a playground, a space of freedom, rhythm and spontaneity, shaping a narrative where the streets, the lights and the body become the main characters.
narrative
Positions the city as a living environment that shapes attitude, motion and identity. The direction focuses on capturing real gestures and expressive movement rather than posed imagery.
The concept blends:
• urban lighting and night shadows
• low-angle perspectives
• motion blur and speed
• expressive silhouettes
• a mix of sportswear and streetwear
tagline
ALT: Acelera, Libera, Trasciende
(The tagline remains in Spanish, as the project was developed for a Spanish-speaking market. Each word forms the acronym ALT and represents a core attitude behind the brand.)
Acelera:
Represents an initial impulse — It’s a call to activate body and mind, evoking speed, determination and momentum.
Libera:
Speaks about breaking physical, mental or social barriers and finding your own style.
Trasciende:
Goes beyond reaching athletic goals — It ties into the philosophy of constant self-growth and personal evolution.
visual strategy
Spontaneity
Natural gestures, real emotions, no forced poses.
Movement
Blur, speed, dynamic framing and urban lights reinforce rhythm and energy.
Authenticity
A mix of technical and lifestyle pieces, diverse casting, and expressive styling create an honest, relatable tone.
Color Palette
Based on urban nighttime references. These tones evoke energy, contrast and bold presence under the city lights:
moodboard & photography direction
A curated selection of references showcasing movement, urban energy, expressive silhouettes and dynamic angles.
The visual language is grounded in:
• low-angle shots to emphasize power
• expressive body movement
• directional lighting and night contrast
• fast shutter transitions + intentional blur
• raw, energetic and urban environments
The goal was to capture the authenticity and spontaneous rhythm of each individual within the city.
key visuals
• OOH
• Paid media
• Social media
• Vertical formats
• Landing pages
• Digital banners
The compositions highlight individuality, rhythm and the interplay between motion and architecture.
see other projects
Banco Sabadell México (360° campaign)
bestprice.com (art manager)
Museo de la Música Veracruzana (branding)
ROJO: el primero de la historia (editorial)
Google Sites
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