AUREA DICTA BY MIQUEL BARCELÓ
THE MOST AMBITIOUS BOOK
FROM THE BIGGEST
SPANISH ARTIST OF OUR TIME
The three-time winner of the Spanish National Arts Prize, Miquel Barceló has dedicated two years to revisit a forgotten gem of Catalan literature: the Aurea Dicta (words of gold) volume.
Aurea Dicta is a compilation of ancient aphorisms, selected and translated for the first time to Catalan by a group of pioneer thinkers at the beginning of the 20th century, and now finally turned into a piece of art by Miquel Barceló.
This is a must have for bibliophiles, published by ‘La Casa dels Classics’ on an exclusive edition of 1,298 copies signed by the artist, sold online at 4,000€ each.
I had the privilege to be invited to lead the launch of this precious artwork.
The caves and the Mediterranean are a constant in Barceló’s art.
Together with director Salvador Sunyer we distilled this universe into a cryptic trailer to build-up expectations amongst art fans and publications.
Our aim was to evoke the journey of discovery the artist experienced when revisiting the book, so we bought some primitive-looking creatures from La Boqueria market in Barcelona and filmed them under a microscopic lense.
Then we found an amazing cave in Girona and filled it with an enigmatic golden light — the title of the volume means ‘Words of Gold’.
Together with director Marc Puig, we travelled to Barcelo’s workshop in Paris to filmed this short documentary piece, which we premiered at Dali’s iconic ‘La Pedrera’ building in Barcelona.
WHY I LIKE IT
The client had a very limited budget, but they offered me freedom to build a team and create the content, the website and the rest of materials that would accompany the launch.
This provided the chance to pull my good friend Eduardo de Felipe (AD) into the project. Together we persuaded some of the most talented upcoming film-makers and photographers from Barcelona to collaborate with us.
As a fan of Miquel Barceló’s art, it was a pleasure and a privilege to witness the making of such a complex artwork.
Client: La Casa dels Clàssics & Miquel Barceló
Strategy: Jazz Barcelona
Creative Directors: Ferran López, Edu de Felipe
Production: Nanouk Films
Directors: Salvador Sunyer, Marc Puig
Photographers: Lluís Tudela, Jorge Boleas