elrow origins
Website
Launching a Comic into a cult piece of the Story about the Arnau Family
Launching elrow Origins as a cultural artifact rooted in 150 years of Arnau family history.
CONTEXT
Juan Arnau approached us with a clear request: build the website to support the launch of elrow Origins, a comic telling the story of the Arnau family and their 150-year journey in entertainment—from their earliest live shows to the creation of elrow, now one of the most recognizable entertainment brands in the world.
CHALLENGE
The initial brief was straightforward: present the comic using the same visual language as the book itself. But that approach risked reducing the project to a simple promotional page, and we realized the product to promote wasn't actually the comic book.
DETAILS
SERVICE
Website, Media
INDUSTRY
Publishing
LANGUAGE
English
STRATEGY
The comic isn't the product.
The reframe that unlocked everything: the comic was never the product. The real product was the story of the Arnau family—and the comic was simply one way of telling it. Once we saw the project through that lens, the direction became clear: the website shouldn't imitate the comic, it should expand the universe around it. That meant finding other formats and other artifacts that could carry the family's story alongside the illustrated narrative.
DEVELOPMENT
Diving into the family archive.
We started by exploring the Arnau family archive. Juan brought out boxes of old photographs, albums, and memorabilia from decades of events—and the material was extraordinary: shots from the earliest parties, flyers from the first Monegros festivals, and unexpected scenes like Jeff Mills in a rural goat corral or Carl Cox visiting Lleida during the early days of their events. These artifacts revealed a visual history far richer than the comic alone could convey, and became the raw material for everything that followed.
“This site really went beyond what we initially had in mind—it communicated not just the product, but the entire purpose and story behind it. People still congratulate me on it.”
Juan Arnau Sr.
Founder
Quote
MEDIA
Bringing the story to life with video
We produced a short film featuring all four members of the family: Juan, Cruz, and their parents, intentionally simple and intimate.
Rather than chasing spectacle, it captured the closeness of the family, moving visually between pages of the comic and pages of the family photo albums to bridge fiction and reality. The website was built to elevate the comic rather than replicate it: an intentionally restrained visual language that let the archival images, the comic artwork, and the video take center stage—a neutral environment where visitors could move between layers of the story.
What we did
Short Film
Art & Design Direction
Website Design
Rather than acting as a promotional landing page, the platform reframed elrow Origins as a cultural artifact within the broader history of the Arnau family. The goal was never to sell comics—it was to elevate the story behind them, and to reinforce the legacy of a family that has spent generations creating entertainment experiences.
Key Insight
