New Goldies is our contribution to the celebration of La Despensa’s 20th anniversary, an invitation to revisit two decades of bold, culture-driven advertising that has consistently challenged formats, scale, and expectations.
As one of our favorite communication and advertising agencies, La Despensa asked us to reinterpret some of their most iconic projects from the past twenty years, using contemporary tools while honoring the ideas that made them unforgettable.
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Rather than reproducing the original projects, we treated them as starting points - ideas strong enough to survive transformation, distortion, and speculation. The result is a series of visuals that live somewhere between homage and reinvention, where nostalgia meets a distinctly digital future.
Projects that once occupied physical space now unfold in imagined environments. Urban interventions become virtual cities shaped by brand aesthetics; buildings once wrapped in pillows reappear as surreal, dreamlike architectures where rest and calm take over the urban landscape; playful stunts that challenged scale and logic are expanded into exaggerated worlds where humor, movement, and absurdity feel limitless. Even moments that became viral through their simplicity are reinterpreted with inflated, almost sculptural forms, amplifying their impact while preserving their original wit.
Artificial intelligence becomes a tool for translation rather than replacement - allowing these ideas to escape their original constraints and exist in new dimensions. What emerges is not a future version of advertising, but a reflection on how powerful concepts can evolve over time without losing their soul. The campaigns may change form, medium, or scale, but their core remains instantly recognizable.
A reminder that strong creative thinking doesn’t belong to a specific year, technology, or format - it adapts, mutates, and continues to resonate. This project is our way of honoring La Despensa’s legacy while imagining how its spirit might live on in the years to come.
