In this poster, we are firmly committed to fire as the star of the celebration; desired but feared: the reason for the Falles… and its end.

Les Falles are the most deeply-rooted popular festivity in the Valencian Community. The neighbors are integrated into groups that are represented by a «falla», which consists of a group of sculptures with a satirical character, focused on topical criticism. The sculptures are made of flammable materials such as wood and cardboard, thus, after two weeks of celebrations the sculptures are burned down, putting an end to the festival.

When studying the construction process of the Falles, we found a complicated artisan process behind each sculptural piece. To be in tune with this context, we proposed a hand-painted poster, where different fonts are executed by hand: acrylic on canvas; direct, simple, and expressionist. The typeface was roughly cut out of cardboard, to empathize with the sculptures. In addition to the printed pieces for various media, a careful presence on social networks finished rounding off the visual identity of this year’s local celebration.