Paola Primera
is a multidisciplinary creative, designer and storyteller. Her work blends thoughtful design, community-building and strategic direction across branding, content and creative projects.
For this special swimwear and couture collection by Pau Román, created in collaboration with knitwear artist Daniela Bustos Maya, I was in charge of developing the campaign’s visual communication, including photography for social media, Instagram feed design and content creation strategy.
Titled Lu’um, the Mayan word for “earth”, this collection draws inspiration from ancestral ways of living, inviting us to look back in order to reconnect with our planet and adopt more conscious habits. The campaign aimed to capture that mystical link to the past through warm tones, textures and grounded storytelling.
Creative & art direction: Darlyn Matos, Paulina Román, Rosario Cárdenas & Paola Primera.
Photography: René Shelly & Paola Primera.
Videography: Francesca Carpinelli & Luis S. Suárez.
Models: Fabiola Robles & Andrea Suarez.
Makeup & Hair: Cósmica.
Garment making: Ruth Dzul & Olga Santos.