Carlota Guerrero’s Tengo Un Dragón Dentro Del Corazón

Midas secures national and international media coverage for the first photography book by Spanish photographer Carlota Guerrero, published by leading art book publishers Prestel 27th April 2021.


The Brief

Midas was hired by Prestel Publishing to launch the first photography book by leading Spanish photographer Carlota Guerrero who has collaborated with a diverse selection of women including Solange Knowles, Rupi Kaur, Naomi Shimada and Madonna’s daughter Lola Leon and has also collaborated with renowned brands and designers including Givenchy, Nike and Dior. As part of the publicity campaign for Tengo Un Dragón Dentro Del Corazón, Midas pitched for book reviews, picture slots, interviews and features across literary, art, photography, culture, lifestyle, and fashion media. To ensure we explored the more intricate areas of Carlota Guerrero’s interests and themes of her photography and career, our PR outreach also included pitching to specialist media such as women’s interest, music, celebrity and popular culture.


The Work

Midas began the campaign for Tengo Un Dragón Dentro Del Corazón in November 2020 with two-weeks work pre-Christmas to ensure we had engaged with long-lead media. We also spent this time working closely with Carlota Guerrero and the team at Prestel Publishing to create a press release, framing it as the most exciting photography book of 2021. Having initially pitched for an exclusive national print feature – which we confirmed in The Guardian for ‘My Best Shot’ – as well as long-lead media outlets, the press release was sent to all media with the aim of coverage running to coincide with the publication date on 27th April.  We pitched Carlota Guerrero for interviews across print and digital media, securing the likes of The Guardian, Elephant Magazine, It’s Nice That, VOGUE (Spain) and AnOther Magazine, VOIR Fashion, CRACK, Refinery 29 amongst others. Securing reviews was a key part of the campaign and resulted in the likes of Aesthetica, Noctis, NR Magazine, DSTNGR and Style Cartel. Midas created a comprehensive interview schedule that was shared with Carlota and we also provided weekly updates detailing the progress of our conversations with the media.


The Results

Midas secured 60 pieces of coverage in total including 11 pieces of print coverage across national newspapers and magazines, and 49 pieces of digital coverage.

Media highlights included: The Guardian, Independent, Mail Online, Aesthetica, i-D, AnOther, Country & Townhouse, Elephant Magazine, Royal Photographic Society Journal, British Journal of Photography, Creative Boom, Creative Review, It’s Nice That, Arcadia, Refinery 29 and Art Daily.

International media highlights included: Yahoo, EFE, Marie Claire Italy and VOGUE Spain.

Other coverage highlights included: The Herald, Eye of Photography, Plinth, Fabric Magazine, Princess Magazine, PORT Magazine, BRICKS, Crack Magazine, NR Magazine, Noctis, YASS Magazine, Square Mile Magazine, Style Cartel amongst others.

“Guerrero has had a meteoric rise since capturing Solange’s album cover in 2016. A new book charts her work to date, exploring her desire to carve out a space of liberation for her female subjects.– The Independent

“Tengo un Dragón Dentro del Corazón is the first book of Carlota Guerrero’s photography and is an important record of her evolving style as well as a compilation of her visual obsessions.” – Mail Online

Carlota brings women together in her work and establishes a common thread that links them all.” – Creative Boom

“Taken together, Guerrero’s images build a world that resembles a religious order, a kind of matriarchal utopia. – Aesthetica

The Catalan artist’s monograph is an ode to femininity, human connection and the dragon in her heart…the sensation of connectivity is one of the most magnetic qualities of Guerrero’s work.” – Elephant

“I Have A Dragon In My Heart’ is the first photography book by Spanish photographer Carlota Guerrero, serving as the perfect coffee table or master bookshelf addition, entailing a plethora of beautiful images collated throughout her career from both her passion and commissioned projects.” – Noctis