For its 2022 edition, FiraTàrrega appointed Xavier Marrades as the lead creative to conceptualize and articulate the festival’s visual identity from an animated and video-driven perspective. The ambition was to place motion, narrative and audiovisual language at the core of the festival’s communication.
Xavier Marrades, a director and filmmaker with whom I have had the opportunity to collaborate on previous projects, chose Unpredictability as the central theme for the official spot that would structure the communication of this edition. A concept deeply connected to the essence of street arts, where surprise, chance and the unexpected are fundamental elements of the experience.
Once the audiovisual concept was established, we worked together to translate this narrative into graphic form, developing its application across the printed communication materials and visual identity of the festival. The challenge was to preserve the poetic strength and emotional resonance of the moving image while adapting it to static formats.
The result was an unexpected and evocative spot, accompanied by a series of posters that invited audiences back to the streets of Tàrrega, reconnecting with the magic of street arts after the interruption caused by the pandemic. A celebration of public space, collective experience and the return of surprise, placing street arts once again at the heart of shared cultural life.
