Promote attending bullfights, and the Art of bullfighting through "Morante de La Puebla" a true artist in bullfight fiesta.

Espectáculos Taurinos de México challenged us with creating an image campaign to show the face of bullfighting that goes beyond the controversy. We decided to embody the message in a man, a bullfighting legend. We created a campaign for a man whose style and character melds to become the Brand; we made the logo and the film as well as a print advertising to communicate the brand. The campaign shares the universe of someone who is more than a bullfighter because he combines a unique personality with the mastery of his art. Bullfighting is an art, and art is fearless.

Doing the rebranding of all the graphic elements such as the "Morante de La Puebla" monogram, we also wanted to show the artist, then the character and finally the bullfighter.

Lots of people filled the plazas in the first part of his 2014 Tour in Spain and now he will be touring Mexico for the second part of the season which we hope will be equally successful. Morante de La Puebla is not a conventional bullfighter and has designed a more select tour with limited appearances (only 30 events in Spain).