Refeel — León

Refeel is the natural energy drink from Mahou San Miguel, launched in Spain in 2025. We were invited to pitch on the brand's launch campaign, and the main angle was a single character: a lion doing an interview about how difficult his work days are but thanks to Refeel he can go thru.

We wanted to bring back the language of puppet advertising — the warmth, the tactility, the sense that a character was really there — and push it somewhere the form hadn't gone before.

The pitch became a deep exercise in character design: hundreds of explorations across textures, scales, and registers, every possible reading of the same lion until we found one that felt genuinely charismatic.

The process reached past the lead. We developed a cast of secondary characters, took each one into motion, watched them perform on screen — and through that cast we found our way to the protagonist we kept.

We didn't win the pitch, but the work became a milestone for the studio — the most thorough character development process we'd ever run, and proof of how far the pipeline could go.