Principios del XX

This audiovisual and music video project was developed for Principios del XX by La Plazuela, taking the idea of the “plazuela” as a starting point: a place where different people, stories and everyday moments come together.

The creative concept, “Costumbrismo Zeta”, reinterprets traditional Spanish costumbrismo through a contemporary perspective, using elements of popular culture and everyday life as visual and narrative references. The Spanish deck of cards becomes the central symbolic element, defining the characters and their different relationships with money, celebration, conflict and work.

The music video takes place inside a taxi travelling through Granada, where different passengers and their stories unfold throughout a working day. The taxi becomes a small stage for observing everyday life, while its driver acts as the connecting thread between each story.

The visual direction combines a slightly desaturated, analogue aesthetic with grain and texture, creating a sense of familiarity and timelessness. The project also includes art direction, graphic identity and merchandise, extending the visual language of the music video across different applications.
*Due to confidentiality agreements, specific project materials cannot be publicly shared.