An aquarium experience unlike anything else was to open in Guadalajara, Mexico. The challenge was to attract people to something they are not used to in the least. Yes, they all knew about aquariums, but not about world-class aquariums. My goal was to show people we all are wondering the same things, and in order to find the answer, we'd have to go to the new aquarium and have a great time while learning something new, which never hurts. Asking simple things about the species in the pictures, such as "Are they poisonous?", "Do they stumble on each other?", "Is that a fish with feet?" and the vocational affirmation "It's gigantic" speaks to people the way they would do it to a friend or family. Showing a high-end aquarium is within reach and friendly.
Creative Direction: Jorge Inchaurregui
Art Direction: Gabriel Torres, Mauricio Dávila.
