Beauty Beyond the Struggle

This year’s campaign for the Torelló Mountain Film Festival takes audiences to Madagascar, a land often misrepresented by clichés and stereotypes. By shifting the perspective to the skies, Ingrid Picanyol Studio has discovered an island of extraordinary beauty—untouched landscapes that resemble works of art. Through vivid satellite imagery, the studio invites viewers to explore Madagascar as they’ve never seen it before: a striking blend of abstraction and nature, painted in the rich reds of its iconic soils.

For the 2024 edition of the Torelló Mountain Film Festival, Ingrid Picanyol Studio was commissioned to develop and design the campaign with Madagascar as the central theme. Often overshadowed by stereotypes from Western narratives, Madagascar is a land of contrasts—a place of harsh social, economic, and climatic realities, yet home to untouched natural beauty.

This year, rather than dwelling on the pressing struggles of one of the poorest nations in the world, the studio chose to shift the focus. Inspired by satellite images from the European Space Agency, they explored Madagascar from an extraordinary vantage point: the skies. These satellites, designed to analyze soil and natural quality, revealed a breathtaking tapestry of untouched landscapes—rivers carving through wild terrains, rocky expanses, and verdant deltas.

From this extreme distance, Madagascar transforms into an abstract masterpiece, untouched and pristine. Known as the “Red Island,” Ingrid Picanyol Studio embraced this identity by using red-hued satellite channels that highlight the richness of its natural soils. The result is a visual campaign that resembles a series of abstract paintings, celebrating the raw and unfiltered beauty of Madagascar’s landscape.

Through this campaign, Ingrid Picanyol Studio invites the audience not only to witness the festival but also to reflect on how perspective can change everything—a reminder of the stories that lie within nature’s brushstrokes.

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