Madrid Beats

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Most great cities have an icon. Paris has the Eiffel Tower, Rome has the Colosseum. Madrid is different. What makes it iconic isn’t a monument, but the way the city lives — its streets, terraces, endless plans, late nights and that energy you feel everywhere.

Madrid Beats was born from the idea of giving that invisible icon a shape: turning the heartbeat of Madrid into the visual language of the campaign.

↳ Client: Madrid Turismo

↳ Year: 2026

↳ Role: Head of Art

FILM ↴ dir: Nono Ayuso // Prod Co: Roma

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VISUAL SYSTEM // by T.O.T Studio

Built from Madrid’s history, visual culture and everyday life, Madrid Beats turns the city’s pulse into a flexible typographic system. Starting from the logo, the language expands across the campaign while keeping its character, movement and energy intact.

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SHOOTING // photos: Rocío Aguirre

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