Room 205.03.bis

Enrique Herreros was an illustrator, filmmaker, cartoonist and humorist. He was largely self-taught and built a career across different creative fields, starting out in graphic art by designing advertising posters.

In 1931, he joined Selecciones Filmófono as a poster designer. The company focused on independent European films and was also involved in the transition to sound cinema. Its films were shown at the Palacio de la Música cinema on Madrid’s Gran Vía, which became the company’s main showcase. Herreros created more than fifty posters for them. His work had a modern graphic style that was very different from the more conventional and rigid designs used by mainstream cinema at the time. He combined words and images in a very original way, creating bold and sometimes provocative pieces that were much closer to European design and the artistic avant-garde.

Overall, Herreros’ advertising work was both eye-catching and effective, while always keeping its main purpose in mind: to communicate clearly with the audience.