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TSDS: Maelstrom
To live is to hunger, it's a constant craving.
To live is to hunger, it's a constant craving.
Maelstrom is not just a campaign — it’s a vortex of desire. Fueled by the cosmic terror of indulgence, this concept transforms donuts into sacred offerings and customers into chosen ones. Every piece of this visual world whispers temptation. It’s about mystery, devotion, and the thrill of losing yourself in something bigger. Set in Mexico City, this project merges branding, storytelling, and immersive design to summon Maelstrom’s presence across physical and digital realms. From eerie iconography to surreal interventions, we built a cult.
Maelstrom is not just a campaign — it’s a vortex of desire. Fueled by the cosmic terror of indulgence, this concept transforms donuts into sacred offerings and customers into chosen ones. Every piece of this visual world whispers temptation. It’s about mystery, devotion, and the thrill of losing yourself in something bigger. Set in Mexico City, this project merges branding, storytelling, and immersive design to summon Maelstrom’s presence across physical and digital realms. From eerie iconography to surreal interventions, we built a cult.
From concept to execution, I led the full creative direction: visual identity, campaign assets, art direction, illustration, social content, and storytelling. I created the deity Maelstrom and crafted a mythos where branding, performance, and experience converge. The result? A multi-layered visual language anchored in chaos, temptation, and cosmic hunger: blending horror with design to create something unforgettable.
From concept to execution, I led the full creative direction: visual identity, campaign assets, art direction, illustration, social content, and storytelling. I created the deity Maelstrom and crafted a mythos where branding, performance, and experience converge. The result? A multi-layered visual language anchored in chaos, temptation, and cosmic hunger: blending horror with design to create something unforgettable.
MAELSTROM is a metaphor for modern consumption. It’s about craving more, surrendering to aesthetic pleasure, and forming loyalty through myth. This project shows how branding can go beyond a product and become a belief system. For me, it was the perfect chance to shape a world where design doesn’t just communicate — it seduces.
MAELSTROM is a metaphor for modern consumption. It’s about craving more, surrendering to aesthetic pleasure, and forming loyalty through myth. This project shows how branding can go beyond a product and become a belief system. For me, it was the perfect chance to shape a world where design doesn’t just communicate — it seduces.
