ReturnChange is a Team Sport
“Unity makes strength.” This motto was originally used by the Dutch Republic and is derived from the Latin phrase "concordia res parvae crescunt" (small things flourish by concord), from chapter 10 of the Bellum Iugurthinum, a work by the Roman Republican writer Sallust. It could be said that the special summer edition of Montana Colors’ editorial project TRAMONTANA drinks from that same powerful source and has put out a printed project that combines the curatorial work of Urvanity (promoter and content creator) together with B-Murals — a space for reflection, creation and promotion specialized in urban art (heart of the creative vortex of street art, muralism and graffiti, situated in Barcelona's Nau Bostik), and under the umbrella of the adidas campaign “Change Is a Team Sport”.
A project that was born to celebrate the 50th anniversary of the iconic Superstar sneakers and that carries a clear message: use the power of teamwork in a series of initiatives designed to create and inspire positive change in communities around the world. A daring exercise that aims to distinguish the brand from mere Branded Content, to glimpse new forms of co-creation that give back to the artistic community while offering a degree of reflection to the general public and to followers and consumers of the brand with the three stripes.
Three sources, three creative currents that joined forces and came together for a project that manifested itself as an exhibition, on murals, and in print. This visual treat (made up of 40 pages of pure design, a product of Angel Sanz Correa’s sublime work, with photography by Studio Bruna and under the excellent editorial direction of Antonio García Mora) is like a paper canoe that can be used to navigate through the torrent of content that has been produced throughout these eventful months. It acts as a binding element of the artistic interventions — partly remote due to the quarantine that altered the course the initial project — cataloging them, ordering them, and providing a discourse that serves to unify the creative work and talent thrown by the participating artists: Nicolás Romero EVER (recently selected to participate with Motomichi Nakamura in the 1st edition of the MTN Virtual Residency) Octavi Serra, Mur0ne and Marina Capdevila.
"Unity makes strength,” and this summer edition of Tramontana continues with the strength that we’ve become happily accustomed to in previous editions — of a wind that blows free and unconfined, and that spreads creativity before the eyes of an audience that you can also be part of if you pick up your copy at any of the usual distribution points. MMB
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ShareAugust 20, 2020