The Master’s Movement Turned Into Art – Cinco Jotas – Limited Ed

Cinco Jotas is a brand that has been preserving the purity and authenticity of the world’s best 100% Iberian pork products for over 130 years. Every Christmas, a limited edition is created as a tribute to that craftsmanship, flavour, and tradition.

For the Special Christmas Collection 2023, we had the challenge of capturing Cinco Jotas’ savoir-faire in a piece that would elevate the product to the category of art. We needed to find an idea capable of representing its unique essence and sublime flavour, paying homage to Spanish culinary culture and heritage.

The concept of “Memory of Movement” is a tribute to the Masters and their gestures, learned from their predecessors and repeated until perfected. It’s an idea that explores the beauty of gestures and movement, highlighting how effort and passion, talent, experience, and mastery of an art reach genius.

Oteyza precisely and patiently creates garments designed to dance. We highlighted and brought this to the fore in the photographic compositions, with dynamic forms suspended in the air. The collaboration shares a vision and values with Cinco Jotas, as an artisanal tailoring that defends tradition from contemporaneity, design, and simplicity. One of the recurrent elements of this project is its iconic reinterpretation of the ancient Spanish cape, a symbol of our culture and art, and specially designed to be in motion.

We composed and directed the art of six scenes and the key visual, drawing inspiration from the six key processes of Cinco Jotas: profiling, salting, drying, piercing (cellar master and calador master), and cutting… In these images, the passion and art of a profession made mastery were captured through different creative and expressive resources, such as colour, light, fabrics, and gestures.

A project where fashion, mastery, and gastronomy entwine in a perfect choreography.