The agency MONO contacted us for a project for CORREOS, the national mail company. The aim was to carry out a campaign for Mother’s Day, as they were launching a special postal stamp to celebrate it. And, of course, everyone wanted it to be a piece full of tenderness and warmth.
The idea was to represent a mother and a daughter living any given day. Like the first syllable of the Spanish word for mum, ‘Mamá’, the mother was personified in a capital ‘M’ and the daughter in a lowercase ‘a’.
The ‘M’ is calm, patient, tender and protective, while ‘a’ is more easily-frightened, playful, hyperactive and innocent, like a child. We wanted the essence of the story to be the animation. Is there a technique that is more tender and warm than 2D animation? Based on simple strokes, we managed to enhance the expressiveness of the animation.
We sought specific strokes and movements to define each character’s personality. A small vibration can represent both fear and joy.
Sound was also paramount to this piece and we were fortunate to count on the team from IDEA SONORA to execute it. To highlight this connection, we believed this world shouldn’t sound like a cartoon but something realistic, so that we could all identify with a mother or a child we could encounter on the street any given day.
That was it: a motherly ‘M’ accompanying and taking care of her little ‘a’ in everyday activities, offering affection and protection. So generous, so tender, a mother and a daughter together.