Madrid City council's Comercio de proximidad campaign

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The movement restrictions we suffered have offered us the opportunity to experience a different lifestyle. Some of us discovered a new store that was always there. Others had the first real chat with their neighbor. And some of us finally tasted that yogurt flavor only that shop next to our building has. This is why Madrid City Council assigned us to create 3 campaigns that work under one common goal: to connect citizens to its neighborhood.

Creative direction and design Atipus

Photography Felipe Hernández

Set design Lucia Gómez

Project document photography & video by Félix Ruiz

We carefully studied how to communicate this neighborhood atmosphere, and looked out for alluring compositions. We followed a lot of people to have the best photo selection possible, and it was not easy. Maybe some of you were among our models that day!