« What you’re looking at, doesn’t let you see » was the starting point for the creation of the graphic campaign for the 29th edition of the Cipolletti National Contest of Independent Film, one of the most prestigious film fests in Argentina. This campaign challenges and develops the act of looking as a fascinating but disturbing event. In adittion, there’s an explicit reference to the fact that the conventional culture we’re so used to prevents us from noticing other events that happen around us.
