Alexia Ortiz is a mexican independent writer who was about to launch her first novel, so she came to the agency with the task to design the cover of the book. In her words:

"I wrote a novel that portrays the duality of mental/emotional disorders. I want to have a launch campaign that shows this duality in a powerful way so that people will want to read this story and buy it on amazon."

This was an objective we hadn't faced before, an independent writer as a client.

When we read the book, we discovered that the main topic in the story was that mental disorders could silently devastate us, and that's when we came with the idea to communicate this insight through a beautiful visual metaphor and craft depicted by embroidered paintings.

Alexia Ortiz wasn't a brand, she was a person, so we knew that we wouldn't have media budget or even brand guidelines. We went directly to rely on the craft of the paintings to create something so beautiful that could answer to what Alexia was asking for.

We thought that sparking a conversation around the book cover would help to attract more people into reading the book, that's why the cover became so important. We wanted people to judge the book by it's cover, literally.

Some disorders aren't visible, but they eventually take their toll. So, for the launch of a novel that addresses these disorders, we depict it beyond its pages.

We illustrated the main characters of the book based on the author's description. Then, in collaboration with an artist, we created embroidered paintings based on these illustrations.

Why? Because this technique perfectly represents a mental disorder, for while the front side of the work appears flawless, its back side is chaotic. These embroidered paintings became the launch campaign of the novel.

Despite being a low-budget campaign but with a high level of creativity and innovation, we managed to sell 100% of the books 6 times faster than what was established (estimated sales figure in 6 months according to the sales standard of Gandhi Bookstores and El Péndulo cafeteria for an independent book).

10,000 books sold, a big achievement for an independent mexican writer.