Amaia Arrazola Otaduy continues to astonish her admirers: collaborations with agencies on communications for the biggest brands (did you see her Coca-Cola ads?), plus book illustrations and murals on columns, buildings and gardens in her beloved Barcelona
After its initial phase of domination – up until the invention of photography – and a brief comeback in the 1990s, illustrations are now once again of key importance to major advertising agencies’ creative strategies. We’re not talking about any old agencies, but about multinational agencies who every day analyse the communications of multinational corporation, agencies that develop Coca-Cola or Fiat advertising campaigns and release them via various publicity channels on their way to success.
Why this revival of illustrated advertising? Illustrations make it possible to create worlds that are crammed with meaning but also with surreal colours and shapes that would cost a fortune to transform into reality. At the same time, all the most important companies have undeniably turned illustration into a powerful means for touching their customers’ hearts and for transmitting their distinctive identities.
One artist immersed in this profession – long after her childhood declaration in the Basque Country “Mamá, Quiero Ser Artista” – is Amaia Arrazola Otaduy. After studying at the Complutense University in Madrid, and undertaking her first advertising experiences with the McCann Erickson agency in the same city, Amaia began a new professional chapter, working as a freelance in a co-working structure created by her and other artists in the polyvalent atmosphere of Barcelona: since then, she has collaborated with clients like Coca-Cola, Nobel, Movistar, Fiat, Bounce and Franke.
As is immediately apparent from her website, illustration and its use in advertising are by no means Amaia’s only activities: she has discovered the simple power of illustrations for children’s books, the importance of web infographics, the beauty of murals and a wide range of possibilities for creating artistic objects, including pottery.
In other words, she combines Coca-Cola ads with activities that demand other kinds of sensibilities, but which also inspire her and reinforce her status in the panorama of contemporary advertising.
She describes herself like this: “I love drawing, graphics, typographic work, pottery, embroidery, children’s stories, old objects, strange things, UFOs, unicorns, the yeti, the colour pink, and purple, the constellations, the right-hand side of beds, pizza, hamburgers, milkshakes and koalas. I have an imaginary dog.”