We created these items for the premiere of Toy Story 3 in Spain, which took place simultaneously in Madrid, Barcelona and Seville, and to which journalists, film people, critics, etc were all invited. The pieces were given out to those attending by promoters in the cinemas where the premieres were taking place. The idea was to relate the spirit of the film through the pieces: those children who had destroyed the pieces, including the posters in the cinemas. For the guests, who had still not seen the film, the suprise was huge when they received all the pieces defaced: t-shirts graffitied with children’s scribbling, the informative brochure, the posters, drawn all over, covered in plastersine, just like the invitation that they had received previously. After seeing the brilliant film, the guests truly understood the meaning of the action.

And this is how we did it: we left all the pieces (books, invitations and t-shirts) in a classroom, surrounded by crayons and felt tips, and let the children do to them whatever they felt like doing. They could draw all over them, mistreat the materials however they wanted, design them in whichever way they wanted. The result? Chaos, barbarity, destruction. A distinct design and so unexpected and original, something only a child could produce.

The reach of these pieces is impossible to measure in percentages given that they were not meant for mass media. However, the premier was completely full, and the film had a huge impact in the media that weekend and the pieces appeared in different media, creating contect for informative sheets and in industry magazines.