GUUK by DEVICE

Client
Guuk
Director
Device
Services
2D Animation
Motion
Characters
Branding
Commercial

We are living in the intricate age of information overload, spread all over and saturated by multi-platform media.

It’s time to go back to true values, to tradition, to meaningful words. It’s time to return to our roots, to our essence. It’s time to reconnect. LANA Agency approached Device to collaborate in Guuk’s launching campaign, a new telco brand operating in the Spanish Basque Country.

Collaborating with Calugi’s linear-styled illustrations, Device built a minimalist graphic universe through an organic cel animation aiming to get a synthetic and essential mood. The iconic, corporate green point shows us the beginning and the end of a story about belonging, community, energy, and, above all, connection.

Music and sound design were key to give the spot the right positive and empowering tone as well as to mirror the Basque culture by playing one of their traditional instruments, the “txalaparta”, as the main sound to build the melody.

Device used the line as our guide throughout the narrative, creating bonds between people, situations, and values, all embodied by Guuk.

What’s better than enjoying a cup of coffee in your favourite spot, reading at home with your energetic cat, or cooking with family on weekends?Being part of Guuk is a unique experience, and that’s why we focused on a visual element that sets members apart: the movement of their hair, embodying the Guuk identity. This resource was our focal point for the new animations.

PROJECT CREDITS
Client
Guuk
Agency
LANA
Creative Direction
Alex Quintana, Mario Fernández
Produced by
Blackbox & BOL Creative Production House
Blackbox Executive Producer
Sergi Roda
Creative Director
Ibran Trassierra
Director
Ester Dus
Animation Director
Eudald Salarich
Head of Production
Ariadna Pons
Illustration
Jonathan Calugi
Additional Illustration
Sergi Roda
Music & Sound Design
Facundo Capece
Cel Animation
Kyr Novikov, Leo Campasso
Clean Up
Juli Culaciati, Eze Cruz

Related Post from Artist

AI

BOL’s Approach to AI

At BOL, artistry and craftsmanship are at the heart of everything we create. We’re a human-led production house, guided by curiosity, care, and the belief that storytelling can expand consciousness and shape culture for the better.

AI is part of today’s creative landscape — but for us, it’s always a tool in service of human creativity, never a replacement for it. We use it thoughtfully, only when it makes sense, and always with transparency.  At BOL, we see AI not as a trend, but as a transformative instrument. One that, when used responsibly, can extend the reach of human imagination. We integrate AI only where it enhances our creative process, respects human authorship, and amplifies the emotional impact of every story we tell.

We believe technology should respond to real human needs, not create them artificially. That’s why we pause to ask: What is the problem for which this technology is the solution? If the answer isn’t clear, we don’t use it. For us, critical reflection comes before execution.

Here’s what that means for our clients:

- Human first: All creative direction and final decisions rest with our directors, artists, and producers.
- Transparency: If we use AI at any stage, you’ll know about it.
- Consent: We won’t include AI-generated elements in final work without your approval.
- Ethics,  Safety & Compliance: We never use AI trained on unlicensed data or in ways that put copyright or originality at risk.
- Accountability: We take full responsibility for the compliance, quality, and ownership of your final deliverables.

By setting these boundaries, we give our partners peace of mind. Working with BOL means your story is told with integrity, originality, and care — blending the possibilities of technology with the irreplaceable artistry of people.

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All rights reserved. Under the provisions of articles 8 and 32.1, second paragraph, of the Intellectual Property Law, is expressly prohibited the reproduction, distribution and communication to the public, including its mode of making available, all or part of the contents of this web site for commercial purposes, in any medium and by any technical means, without the authorization of DEVICERS AUDIOVISUAL SL.The user undertakes to respect the rights of Intellectual and Industrial Property ownership of DEVICERS AUDIOVISUAL SL. You can view the elements of the portal and even print them, copy them and store them on your computer’s hard drive or any other physical support, as long as they are solely and exclusively for your personal and private use. The user shall refrain from deleting, altering, evading or manipulating any protection device or security system that was installed in the pages of DEVICERS AUDIOVISUAL SL.

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DEVICERS AUDIOVISUAL SL also reserves the right to file civil or criminal actions deemed appropriate for the misuse of its website and content thereof, or for the breach of these terms and conditions.The relationship between the user and the service provider shall be regulated by existing Spanish laws and the law courts of SPAIN. In the event of any dispute that may arise both parties shall submit their claims to arbitration panels or to an ordinary court of law, complying with regulations on jurisdiction and competence. The official registered address of DEVICERS AUDIOVISUAL SL is in BARCELONA, Spain.

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Unless otherwise, we understand that your data has not been modified, that you agree to notify us of any variation and that we have your consent to use them for the purposes mentioned.

DEVICERS AUDIOVISUAL SL informs that it will proceed to treat the data in a lawful, loyal, transparent, suitable, relevant, limited, and accurate manner. That is why DEVICERS AUDIOVISUAL SL undertakes to take all reasonable measures so that these are suppressed or rectified without delay when they become inaccurate.

In accordance with the rights conferred on you by the current legislation on Personal Data Protection, you may exercise the rights of access, rectification, limitation of processing, deletion, portability and opposition by sending your request to the postal address indicated above or by writing an email to the following email address hello@bolprod.com.

In turn, we inform you that you can contact the Data Protection Delegate of DEVICERS AUDIOVISUAL SL, by writing to the email address hello@bolprod.com or by telephone +34 93 250 60 67.

You can contact the Control Authority to submit the claim that you consider appropriate. By sending the data collection form you accept the privacy policy of DEVICERS AUDIOVISUAL SL.