ART DIRECTION
CREATIVE DIRECTION
CONCEPT DEVELOPMENT

2020︎︎︎

Client
Maiz Kernel

The idea (︎︎︎) I have carefully curated a series of visuals that pay homage to the profound significance of corn in Mesoamerican culture. Each image represents a unique myth, I've carefully curated each image to skillfully reinterpret these myths and showcase their defining elements.

This project goes beyond mere aesthetics. It is a testament to the dedication to honoring tradition while pushing the boundaries of creativity.

_Concept visuals

_Cheddar

_Butter

_Chocolate & Almonds

_Ruby Chocolate

_Caramel

_Spicy

_Composicion

MOODBOARDING QUEEN

Espacio Crudo’s Moodboard
for approaching the project


_in composition


_in color and color balances



_Color

_MESSOAMERICA & CORN AS THE CONCEPT

What truly sets this project apart is the seamless integration of corn as the central theme. We've made it the unifying thread that runs through every aspect of the visuals, immersing the viewer in its cultural and symbolic importance. This integration creates a stunning celebration of both the myths themselves and the diverse range of popcorn products our brand offers.

_Concept and visuals development sample

(︎︎︎)
THE LORDS OF DEATH

The Twin Gods Hunahpú and Ixbalanqué played against death and triumphed. With their victory, the twins rebuilt their father and commanded everyone to honor him, thus fulfilling the praise that the first three created beings were unable to do: worship their creator. After overcoming the power of death, the ancestral gods created the fourth world, the world of corn people.

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THE GUARANÍ MYTH

In the Guarani legend, an Indigenous tribe member sacrificed himself to appease the gods and bring abundance back to the land. Buried with only his nose exposed, a mysterious plant sprouted weeks later. It bore an elegant cob with yellow seeds, named Avati, meaning "Indiagenous’ nose" in Guarani. This legend highlights the profound significance of corn in Mesoamerican culture.

(︎︎︎)
ORIGIN OF THE HARVEST

In the ancient Nahuatl myth, Centéotl, the god of corn, upon death was buried, and from his body sprouted useful plants: from his hair came cotton; from his ears, amaranth; from his nose, chia; from his fingers, sweet potatoes; and from his 5 nails of a hand: corn.

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THE AZTECS

Legend has it that before the arrival of Quetzalcóatl, the Aztecs survived on roots, plants, and hunting, unaware of the hidden corn in the jungles. Quetzalcóatl, in the form of a black ant, braved the mountains to reach the corn. Overcoming obstacles as a humble ant, Quetzalcóatl seized a precious grain of corn between its teeth and returned to share the bounty with the waiting Aztecs.

(︎︎︎)
THE RED CORN

The Legend of El Salvador tells that in pre-Columbian times, the goddess Sucuxi observed people cultivating white corn seeds. One year, while blessing the fields, she unknowingly stepped on a thorny bush, causing her feet to bleed. Her blood fell on the corn, giving it a red color and bestowing it with strength and flavor.

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THE HUICHOL

In the Huichol legend, a young man enters the House of Corn and falls in love with Blue Cob, one of the beautiful daughters of the Mother of Corn. They marry and return to the Huichol Village. Their home becomes filled with corn, and Blue Ear teaches the people to protect the crops with fire. After imparting her knowledge, Blue Cob transforms into cornmeal, introducing humans to the delicious atole drink made from corn kernels.

_Concept development for every flavor and asset of the brand