Espectáculos Taurinos de México tasked us with creating an image campaign to show the face of bullfighting that goes beyond the controversy. We decided to embody the message in a man, Morante de la Puebla, a bullfighting legend. We created a campaign for a man whose style and character melds to become the Brand; we made the logo and produced the film as well as a print advertising to communicate the brand Morante de la Puebla and the tour of bullfights. The campaign shares the universe of someone who is more than a bullfighter because he combines a unique personality with the mastery of his art. Not a sport, not a slaughter, it´s bullfighting: the hand to hand battle of a man and his fears. We were not afraid to talk about bullfighting, and recognize the beauty in it. That's something we learned from Morante de la Puebla; a stance, a way of life. Bullfighting is an art, and art is fearless.