One sweater, one story. IAIOS.

 

Illustrated campaign that explains the values and the story behind each IAIOS sweater through a sequence of four images. Academic assignment for the Illustration for publicity module within LABASAD’s MA on Publicity and Editorial Illustration.

 

IAIOS is a real Catalan company that primarily produces sustainable wool sweaters. Each IAIOS is special because it is carefully made in small, local workshops. Its motto: one sweater, one story to tell. That's why each sweater bears the name of a grandparent, an elderly person whose personality and demeanor are a symbol of values.

 

My idea for this project was based on the premise that we sometimes really like something and we don't know why, without realizing that it's because it evokes memories of when we were happy. The campaign would be based on the feeling of recognizing that part of someone we love and admire (in this case, grandparents) in other places or objects (the IAIOS brand and its sweaters).