Given free rein to create the branding and motion assets for CIRCUS, an exclusive new social club in Madrid, the team at TAVO Studio responded with a delightful flourish of rich, intricate, and surreal visuals.

Tavo Ponce: “The biggest creative challenge we faced with this project was defining the image and concept of the club. It’s an elite social club with restaurants, event halls, and eight luxury suites, and the only thing the client gave us was the name CIRCUS.

“Under that premise, we thought it best to steer clear of the conventional circus aesthetic. Instead, we related the circus concept to the idea that it’s a place where anything is possible and anything can happen. This idea perfectly aligned with creating our own Garden of Earthly Delights where each scene is a surreal spectacle where animals, plants, and everyday objects can compose unusual scenes.
 

“We thought it best way to steer clear of the conventional circus aesthetic. Instead, we related the circus concept to the idea that it’s a place where anything is possible and anything can happen.”

 
“To carry out this creative, we had to build a multitude of plants and scenes that would support the weight of the vision. Finding that aesthetic balance between the dreamlike and reality was very laborious. Technically, we had never worked with scenes so laden with geometry and detail, and it showed during testing.

“Once we found the aesthetic we were looking for, we created 10 video loops to be projected in the venue in different areas as living paintings. And finally, having all this material already done with the visuals, we decided to create a brand film for the client as a welcome video for hotel guests.

“I must say this project wouldn’t have been possible without the complete trust of the client in us, who gave us freedom to create without any barriers from the moment we proposed the idea in the pitch. It’s been four months of work, which although very tough, ultimately paid off. I should also mention, we haven’t used any AI for this project.”

Watch the process reel:
 

 
 

 
Client: Ramses

Production: TAVO Studio
Designer/animator: Tavo Ponce, Juan Linera, David Pastor
Producer: Beatriz Romero​​​​​​​

Music/sound design: Smider
Process reel music: Nuva Sound