Borja Martínez and Azucena Garanto
Huesca International Film Festival has also presented the official poster for the 44th edition, which has once more counted on Isidro Ferrer as an advisor. Produced by prestigious Lo Siento Studio, the image depicts a set of spools that form the name of the capital city of Huesca using the cinematographic film, all of which has a volumetric design on a magenta background, a colour that plays with the corporate red of the very festival. Borja Martínez, its author and founder of the studio, declared that ‘the idea arises from a series of concepts: Huesca is rolling, Huesca is screening, Huesca is with cinema’.
The poster plays a leading role in every edition of Huesca’s festival and that is why the organization gives special attention to it, ‘it is the image on which the edition is based and the great work achieved by Lo Siento opens up a world of possibilities in order to adapt it to every format and media, thus achieving graphic coherence, basic for the success of the festival’, stated Garanto. The design makes a complete break with recent years’ more pictorial style and commits to a physic and material approach to a graphic solution, a distinguishing mark of the studio.
Lo Siento was born in 2005 thanks to Borja Martínez’s talent, a professional with a trajectory in some of the most prestigious studios at a worldwide level, such as Visioncorp, Gráfica or Basedesign. Their first steps were firm and they worked with major clients such as the electronic music group ThePinker Tones, the sanitarywear producer Roca or the Italian pasta and ice-cream manufacturer, Sandro Desii. In their portfolio there can be found designs for Audi, Macaco, El Bulli, Museo Picasso or Caixa Forum among others.
Recognition was quick in coming and in 2010, they were awarded Gran Laus by FAD (Promotion of Decorative Arts) for the project Empo, in which a unique handmade polyhedral typography was created. In 2014, Borja managed to be nominated to join the FAD assembly, this same year the studio was awarded 6 LAUS prizes in different categories.
