my role: concept & storytelling.
Flamenco is an unusual presence in museums. That’s why Amazon Music wanted to collaborate with the Thyssen-Bornemisza National Museum, giving flamenco a place to stand alongside other pieces of art.
This initiative needed a concept and storytelling to explain why this union was necessary. That’s where I began my work with the Sabotage Propaganda team.
"El embrujo trasciende" (which translates to "The spell transcends") was the concept we developed to shape the storytelling.
El embrujo (the spell) refers to the unique, almost magical emotional intensity of flamenco, a feeling so powerful that it transcends time and space, inspiring new forms of artistic expression while staying true to its roots.
We built it around flamenco as one of the purest art forms in Spain—a foundation that has allowed experimentation and evolution.
Avant-garde movements emerged by mixing and playing with primitive arts—like painting or flamenco—because their nature is so strong that it inspires and sustains continuous creation while preserving the essence of the original art.
"El embrujo trasciende" became the backbone of a guided tour at the Thyssen-Bornemisza National Museum with flamenco artist Ángeles Toledano. During the visit, the artist explained how experimentation enriches the art you are already immersed in.
Creative Agency: Sabotage Propaganda.