Studio Xuxa employs (s)painful graphic activism

Spain – Spanish-Brazilian design studio Xuxa has turned to Midjourney to create a poster campaign highlighting the destructive impact of climate change in the Spanish region for tourists. Using generative artificial intelligence, the duo behind the agency revisited the iconic vintage-style Visit Spain posters from the 1960s and 1970s that are familiar to most travellers.

Keeping elements of the old posters’ two-dimensional shapes, vibrant hues and vintage typography, the ads depict distressed visitors crumbling under the Spanish sun with the ironic title Visit Pain. With the sun covering the letter S in Spain, the new posters warn tourists about the dangers of extreme heat, including heatstroke and dehydration.

Our Graphic Activism design direction explored how activism narratives are being reframed through nostalgic aesthetics and online conversations. As the impending climate emergency becomes an increasingly important part of our daily lives, more design studios will use their creativity to raise awareness and design for change.