Lola is taking its “Crazy Ambition” philosophy worldwide. The Madrid-born creative agency is evolving into a global micro-network, building on its established presence in Spain with newly launched offices in Brazil and the United States.
To mark the expansion, Lola partnered with legendary graphic designer David Carson on a global campaign designed to function as both a brand identity and a statement of intent.
The new visual system was developed in collaboration with DxD, TBWA’s design arm led by Bruno Regalo. Together, the teams created an identity intended to reflect Lola’s ambition, creative standards and belief that serious results can begin with ideas that feel bold, unexpected and even a little irrational.
At the center of the campaign is a 2-minute, 20-second film introducing Lola as a globally minded creative company built around passion, collaboration and ideas designed to leave a lasting impact. Watch below:
Carson also created a series of graphic artworks in his distinctive, deconstructed style. Each piece draws from Lola’s history, its offices and the creative cultures of the cities in which the agency now operates.
The collages incorporate fragments of previous agency work, visual material gathered from Madrid, São Paulo and the U.S., and, where relevant, the identities of agencies that helped form the new Lola network, including Lew’Lara, 180 US, MullenLowe and adam&eveDDB.
The campaign also highlights Lola’s work for clients including Molson Coors in the U.S., AXE in Brazil and KFC in Madrid.
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Inspired by the streets of Madrid
Lola’s new global identity extends across its website, social channels and physical spaces through a creative direction called “Las Calles.”
The system takes inspiration from the hand-painted azulejo street signs traditionally found throughout Madrid. The reference is both visual and philosophical, reinforcing Lola’s connection to local culture even as the agency expands internationally.
That tension between local character and global scale sits at the heart of the new identity.
Rather than imposing a single polished aesthetic across all three offices, the campaign embraces collage, texture, imperfection and the visual residue of each market. The collaboration among Lola’s three offices, DxD and Carson is intended to demonstrate the agency’s open, fluid approach to creativity.
Carson’s involvement also makes the campaign’s message tangible. By bringing one of the design world’s most influential voices into the launch, Lola is positioning “Crazy Ambition Makes Serious Things Happen” as more than a tagline.
It is a standard for the kind of talent the agency wants to attract, the kind of work it wants to produce, and the kind of creative company it intends to become.
The campaign is now live across Lola and David Carson’s owned channels, including web, social and physical installations.
