MAURICIO CANDELA 

CREATIVE APPROACH

THE PROJECT

 

In a general sense, this project is visually attractive where we are looking to capture natural images that are full of movement. The movement is a very important part of the campaign so it is imperative that we capture it in the photographs.

 

In this document I will give you a brief description of how we plan to execute. 

STRUCTURE OF THE PROJECT

patio party

  • Principal talent (4 Friends)

  • Background talent 

  • Backyard at day time

  • 35-40 years old

Friends enjoying Michelob in a patio party with friends, it just rained and we see wet flor and still some drops. Raind Doesn't stop us.

night out

  • Principal talent (4 Friends)

  • Background talent 

  • At night (not to dark)

  • 29-32 years old

Friends having a good time, at a trendy bar, great decoration and good atmosphere. 

GOLD

  • Principal talent (4 Friends)

  • Background talent 

  • Backyard at day time

  • 35-40 years old

Friends enjoying the sunset and a cold Ultra Gold beer.

THE LIGHTING

 

DAYLIGHT (Patio): Here we will work with light that is more one-dimensional. Let's imagine a sky after rainfall where it is still cloudy, yet we see a glimpse of the sun coming through. Here, it is also very important to light from behind so that we see the details in the raindrops. 

 

INTERIOR LIGHT (Night Out): The idea is to give this shot a feel of nighttime without the establishment feeling too dark. We will create highlights of color to help create the illusion of movement. 

SUNSET (Gold): We will shoot this to make it look like sunset, where our talent is enjoying their beer under the golden light. 

REF DAYLIGHT PATIO

REF LIGHT NIGHT OUT

REF LIGHT GOLD BEER / SUNSET

THE COMPOSITION

 

 

 

Knowing what the typography and the brand’s layouts are, we will work so that the images have depth using elements in the foreground, in the center and in the background. This will allow for us to position the bottle where we’d like, allowing us to play with the typography and the letters among the elements in the image. 

 

shutter drag + motion 

 

We will create the feeling of movement by using a technique called shutter drag. This is a technique that works really well when images are shot in low light, but we will work to capture something similar in daylight. 

 

One good thing about this method is that we can adjust the effect to our liking. We can create a subtle or dramatic effect. 

 

Capturing movement in the daylight is a bit more complex. Our priority is to have the product properly featured and we will work on different methods to get the movement just right. We will immediately start tests once the job is awarded. 

REF SHUTTER DRAG

REF MOTION