Tu cuerpo cuenta

Art Direction · Campaign Design

Art direction and campaign design for CCOO, making the invisible effects of work on the body visible.

Client: Comisiones Obreras (CCOO)
Sector: Occupational Health Campaign
Services: Art Direction · Campaign Design · Graphic Design

The Challenge

The campaign started from a simple but universal idea: occupational health is not limited to physically demanding or visibly dangerous jobs. Whatever the workplace, the body is always involved, and the way we work can affect it over time.

The strategic concept, “Trabajes donde trabajes, tu cuerpo cuenta”, had already been developed when the art direction phase began. The challenge was therefore to give that idea a distinctive visual form capable of making visible everything the body accumulates beneath the surface: strain, tension, repetition and the physical effects of everyday work.

The campaign also needed a graphic language strong enough to work across a wide range of outdoor and digital formats while remaining immediately recognisable.

The Solution

The visual concept was built around the idea of revealing what lies underneath.

A photographic portrait appears partially torn away, exposing an abstract composition beneath the image. This hidden layer represents everything the body carries but does not necessarily show: different sensations, pressures and traces expressed through colour, shape and texture, ranging from subtle and fluid to sharper and more aggressive forms.

Rather than illustrating pain or occupational risk literally, the campaign uses this contrast between the visible person and the abstract layer underneath to suggest everything the body is silently experiencing.

The system was developed in different photographic variations and adapted across urban and interurban buses, billboards, monopoles, bus shelters and large-format LED screens in transport interchanges, allowing the same visual idea to remain consistent across static and moving applications.