jorge antolín.

inflating the sea…

jorge antolín — creative director & brand strategist

jorge antolín — creative director & brand strategist

i lead content and communication for liga u — spain's u22 national basketball league — at the acb: its creative direction, brand strategy, campaigns and community. i live by the sea in gijón, so this portfolio works like home does: you get in a canoe, you row, you find things.

three islands of liga u work — the league, the campaign that launched it, and the ai video i direct for it. two islands of concept work, labelled as such. no lorem ipsum, no stock handshakes, no clients i never had.

island 01 · the main case · liga u (acb)

liga u — brand & communication strategy

a league nobody had heard of, a voice everybody under 22 recognizes. built from zero.

  1. the problem

    liga u is spain's u22 national basketball league, at the acb — a league that didn't exist two seasons ago. building it meant deciding what it sounds like before deciding what it looks like, so the chapters below are also the order of work.

  2. positioning

    under-22 players as protagonists, not prospects. positioning before pixels.

  3. identity & voice

    decide what the league sounds like first, then what it looks like — and make it survive a phone screen at full speed.

  4. community engine

    an online communication machine that publishes like a fan and thinks like a league. the launch campaign, capullos, is one of its outputs: €11 of media, €32,800 of earned media value.

the full case — positioning, brand system and the community playbook — is shown in person or on request: ask for the deck.

  • rolecreative direction, brand strategy, community management
  • forliga u (acb)
  • formatbrand & communication strategy
island 02 · launch campaign · liga u (acb)

capullos

in spanish, "capullos" means flower buds. it also means little punks. that's the whole campaign.

young players get doubted for a living. too green, too cocky, too soon. capullos flips the insult: buds are exactly what blooms. the campaign frames liga u's under-22 talent as flowers about to open — and dares you to keep calling them capullos when they do.

it ran 360º: film, social, and a microsite where a basketball league sells packets of wildflower seeds at €2.22 — you adopt your capullos, you plant them, they open around the play-in in burgos. plus a six-question test that tells you which of the seventy capullos is your type. i designed both sites.

capullos.es (opens in a new tab)¿cuál es tu capullo? (opens in a new tab, in spanish)

  • €11media investment
  • €32,800earned media value

launch campaign made at liga u, where i lead creative direction, communication and strategy.

  • rolecreative direction, concept, copy, web design
  • forliga u (acb)
  • format360º campaign
island 03 · ai video & art direction · liga u (acb)

ai direction

video made with ai, for a real league. the machine renders; somebody still has to call the play.

this island is where the ai-directed video for liga u's channels docks — one piece per post, newest first.

reel · 9:16 nobody has done a triple-double in liga u. watch on instagram (opens in a new tab)

piece 01 · · @liga_u22

the first triple-double

a reel for liga u's instagram about the one stat line nobody in the league had reached when it went out: a triple-double. its cover says it straight — nadie ha hecho un triple-doble en liga u, nobody has done a triple-double in liga u. the caption:

“los cuatro jinetes del apocalipsis llamado liga u buscan lo mismo, conseguir un triple doble…”

the four horsemen of an apocalypse called liga u are all chasing the same thing: a triple-double…

  • forliga u (acb) · instagram
  • formatreel · 9:16 · 1080×1920
  • published22 oct 2026

see the post on instagram (opens in a new tab)

island 04 · concept campaign · never commissioned

talens x pantone

color is art. not a barrier.

talens x pantone poster: 'we don't give a fuck about color' over a black and white photo of migrants climbing the morocco-spain border fence in melilla, framed like a pantone color chip talens x pantone poster: 'no time to care about color' over a black and white photo of people clinging to a capsized boat south of lampedusa, framed like a pantone color chip talens x pantone poster: 'colors kill, forget about color' over a black and white photo of migrants by a freight train in the chihuahua desert, framed like a pantone color chip

a fictional brief, worked like a real one: the premium end of the art aisle, royal talens x pantone, and no strategy to inherit — so i built one from zero. the closest audience turned out to be young art, fine arts and design students, and i went looking for what worries them beyond the price of a brush: the world they are about to graduate into. the campaign sits exactly where the product's usp meets that worry — color is what talens x pantone sells, and color is also what gets people stopped at a border.

so: two brands that live off color, going black and white on purpose. the campaign takes real border photography — melilla, lampedusa, chihuahua — and strips the color out, because when color means skin, nobody's admiring the palette. the only color left is the pantone chip: color is art. not a barrier.

concept work: royal talens and pantone never commissioned it. the brief was fictional — the research, the strategy and the posters are real.

  • rolestrategy, concept, art direction, copy
  • fora fictional brief: royal talens x pantone
  • formatprint / ooh · concept work
island 05 · concept campaign · never commissioned

ministerie van justitie

un-usual suspects. think before you click.

dutch ministry of justice poster: an elderly person in a black balaclava, headline 'unexpected transfers' with a red handwritten 'un', quote from ruth, 82, convicted of draining a bank account in seconds dutch ministry of justice poster: an elderly person in a black balaclava, headline 'unnoticed hackers', quote from willem, 89, convicted of blackmailing victims with stolen private photos dutch ministry of justice poster: an elderly person in a black balaclava, headline 'unusual suspects', quote from annie, 84, convicted of stealing 1200 euros with a single click

online scammers don't look like movie hackers. they look like anyone — even like ruth, 82, asking you to hold her bags. the grandparents under those balaclavas are mine: i photographed them for this campaign, which is the whole point. on the internet, nobody is who they seem — so think before you click.

concept work, written to a fictional brief for the dutch ministerie van justitie en veiligheid — the ministry never commissioned it. my grandparents did sign off on the balaclavas.

  • roleconcept, art direction, copy, photography
  • fora fictional brief: ministerie van justitie en veiligheid
  • formatprint / ooh · concept work

about the guy in the canoe

jorge antolín — head of content and communication at liga u, spain's u22 national basketball league, at the acb. creative director and brand strategist by trade: i run the league's creative direction, its brand and communication strategy, its content and its community management. in spain that job goes by a few names (responsable de comunicación, responsable de contenidos, community manager de la liga u) — whichever one brought you here, you found the right guy. yes, all of it. no, i don't sleep much during playoffs.

i specialized in brand design at hogeschool utrecht (netherlands), and i publish textball, my own line of children's books about basketball — because kids should fall in love with the game before the algorithm gets them.

based in gijón, on spain's northern coast. hence the canoe.

to contact jorge antolín — work, collaborations, press, or anything about liga u — email hello@jorge.eus. he answers in english and spanish.

in the press: reason why on the strategy behind capullos (opens in a new tab, in spanish)

say hi → hello@jorge.eus