Madrid's markets
More than a place to shop
Madrid’s City Hall approached us with a clear brief: a campaign to strengthen the city’s markets as places people return to, not just to shop, but to connect. From the very beginning, our vision was to celebrate the markets as living spaces where everyday choices create meaningful connections.
The campaign develops this idea by promoting Madrid’s markets as preferred destinations for everyday shopping, rooted in sustainability, proximity, and human closeness. It highlights the value of bulk products and the direct relationship between vendors and customers, emphasizing care, quality, and trust in each interaction.
Through a series of clips and photographic pieces, we capture both the dedication behind the products and the emotional bonds that emerge in these spaces. Across multiple formats, the campaign reinforces sustainability as a chain reaction: responsible choices at the market generate positive impact that extends to producers, communities, and beyond.
Credits:
Direction: Christian Martinez
DOP: Manuel Ruiz
Video Production: Menta
Color: Joan Martínez Urango
Producer: Adria Cuberos
Documentary Photography: Mario Rey
Typeface:
Times now-Tightype
