Every Sunday, over morning cafecito, I share three powerful ideas transforming creative culture—advertising, design, fashion, art, illustration, animation, cinema, books, and anything worth discussing. If it moves culture, it's here.
IDEA 1: Volvo Centum
Volvo just did something most people will never notice—but every driver will feel. In collaboration with world-leading type studio Dalton Maag, they created Volvo Centum, a custom typeface engineered specifically to make in-car reading faster, attention sharper, and driving safer. This isn't a branding exercise. It's a quiet engineering innovation disguised as typography. While most car brands treat typography as an afterthought, Volvo treats it as a safety feature.
IDEA 2: My favorite Christmas Ad
This is John Lewis at its best: emotional storytelling rooted in a human insight. We struggle to say how we feel, but Christmas gives us permission to try—and sometimes a gift can say what we can't. Storyline, concept, execution, headline—all working together. This is what every ad should look like, but rarely does anymore. 13/10
IDEA 3: The Art of Movie Posters
A24 has quietly turned movie posters into collectible art. Their shop sells limited-edition screenprints by world-class artists—not marketing collateral, but gallery-worthy pieces that happen to promote films. This is a masterclass in category redefinition. In the streaming era, when the old use case dies, you don't abandon the format—you find a new reason for it to exist.
Seen work worth sharing?
Send it my way: [email protected]
From Antes de que llegue el Brief (ADQLEB) Podcast
On the latest episode, I sat down with Ana María López — Co-founder and Director of Strategy at Bennett/Co. We talked about creativity, working at Google and returning to Puerto Rico to find purpose and help clients find theirs.
Link below if you want to listen while you scroll.
→ https://www.adqleb.com/ana
Brought to you weekly by the team at Idealista Agency
