Inspired by Chema Madoz’s conceptual imagery, this authorial photography project explores how brand values can be translated into visual metaphors. The campaign reinterprets Barilla’s ideas of home, care, and family through a simple symbolic composition.
Key Visual
The project explores how Barilla’s values of family, care and togetherness can be translated into a contemporary campaign through a single visual metaphor capable of adapting across multiple communication channels.
Out-of-Home Advertising: Large-format applications that leverage the key visual to deliver a clear and memorable message in public spaces.
The image transforms a familiar ingredient into a universal symbol of protection, warmth, and belonging. By connecting food with the idea of shelter, the photograph expresses the emotional bond between the brand and everyday family life.
Web Ads: A set of display ads designed to extend the campaign across digital channels while maintaining visual consistency and immediate brand recognition.
Social Media Ecosystem: Feed posts, stories and product content designed to translate the key visual into engaging social media touchpoints.
Landing Page Design: Designed to translate the campaign narrative into a conversion-oriented digital experience, combining storytelling, product communication and brand values.
A nest made of Barilla egg pasta cradles two eggs. The project combines Barilla’s values of trust, continuity, and affection with Chema Madoz’s visual language of metaphor and simplicity. The claim, Taste of Home, reinforces the emotional dimension of the image, positioning the product as more than food: a symbol of care, connection, and shared moments.
The photograph was created through a handcrafted still-life composition using Barilla pasta and quail eggs. A centered composition, neutral background, and monochromatic post-production treatment reinforce the conceptual nature of the image, drawing inspiration from Chema Madoz’s visual language. Influenced by Barilla’s advertising heritage of the 1960s, the art direction positions photography as the core storytelling medium while celebrating a distinctive authorial vision.
Key Visual
Out-of-Home
Social Media
Digital Advertising
Landing Page
Newsletter Design
Art Direction
Photography
Branding
Graphic Design
Web Design
OOH: 4 assets
Social Media Ecosystem: 6 assets
Digital Advertising: 5 assets
Newsletter Design: 1 asset
(Desktop + Mobile)
Landing Page Design: 1 asset
(Desktop + Mobile)
15+ campaign assets
