OTZ LAB
MADRID EN BRUTO
CAMPAIGN
MADRID, NOVEMBER 2025
A new fragrance brand demands a new visual language, one that earns its authority from the first image. For OTZ Lab, that language was found in the city itself: its contrasts, its nocturnal light, the rawness that persists beneath its polished surfaces. Through a process of deliberate visual abstraction, Madrid ceases to be a backdrop and becomes an atmosphere. Shadow and luminosity, texture and tension, the granular and the luminous — each element distilled into a brand identity that is as conceptually rigorous as it is viscerally sensorial. The city, in its most unguarded state, becomes the fragrance.
In collaboration with Pablo Studio
Film Director: Marc Puig Biel Photography: Oscar Calleja, Uge Rubio. Set Design: Dana Nala Styling: Bea Machado
Scope of work: Creative Direction, Image DIrection, production, Graphic Design
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©THE PRINCIPAL OFFICE CREATIVE SERVICES SINCE 2025 ➊ BUILDING ➋ ELEVATING ➌ ACTIVATING OUTSTANDING FASHION, BEAUTY AND LIFESTYLE BRANDS WITH VISION, DEPTH AND CULTURAL RELEVANCE.
OFFICE HOURS:
MON TO THU: 8.30 AM TO 5.00 PM FRI: 8.00 AM TO 2.00 PM
MEETINGS ON DEMAND. MORE INFORMATION AT @WEAREPRINCIPAL
A CORUÑA
MADRID
BARCELONA
