Telling a Story Through
a "Normal" Farmer Family
SALTA is a passion project that I tried to show my Art Direction and storytelling skills. The concept visuals are AI, of course.
The main goal was to create a representive atmosphere of Salta City and its people. I try to create different projects located in different cities all over the world. I used dragon eggs to indicate the "Heat" asset of the brand.
These days, every art direction projects for brands involves at least one "hot girl" with "cool or weird" poses. I tried to tell a story that is extremely normal. A farmer family that lives in Salta, goes to picnic and eats SALTA Crafted Burgers.
I didn't want to tire you out with mockups that everyone uses. I actually hate AI but when it comes to create concept visuals for brands, it makes things much easier. I'm also tired of using unnecessarily expensive mockups from stock photo sites. Enjoy the visuals.
CLIENT
SALTA
YEAR
2026
CATEGORY
FOOD & BEVERAGES
FOCUS AREA
BRANDING
ART DIRECTION
PACKAGE DESIGN
LOGO ANIMATION
SALTA is an Argentinian city famous for its cacti and culinary culture. The main problem here was the distinguishing problem. Nowadays, every campaign art direction of food or beverage products involves at least one "hot" girl with cool outfit with "sexy" and "cool" poses. I'm not even talking about that "hugging" pose. So, I wanted to create a different campaign that tells an actual and natural story with regular people.
I am guilty for using AI, yes. But I needed to tell an story. A regular farmer family in Salta, decides to go to a picninc. Instead of having normal picnic food, they have the SALTA Crafted Burgers. Thanks to this story, we reflect brand's vision with normal visuals. Being "normal" is actually quite important among these type of brands. When you see a McDonald's product in any movie, you don't get surprised because it's a normal thing. Sometimes that McDonald's product may be placed in different or awkward places and situations but it is still McDonald's. That's what I've tried to do with SALTA.
I focused on displaying brand logos and assets with campaign visuals instead of using regular, classic flat backgrounds. Many presentations include these dull and highly popular templates these days.
The visual results are looking sharp and warm thanks to AI of course. But I think use of AI should be exactly like this. I am talking about passion projects or low budget projects. I am definitely against the use of AI by million dollar companies. It is such a shame that these companies/clubs do not consider "human created" visuals. Also, this situation simplifies the visual range of the world. Visual contrast is getting lower and lower everyday.
