Hershey’s and Y&R Chose Mauricio Candela to Capture the Fresh and Fun Side of the Brand

Mauricio Candela
May 31, 2013
3 min read

Updated: Aug 25

A campaign filled with sweetness, spontaneity, and vibrant visuals

In the ever-evolving world of brand storytelling, few collaborations capture the essence of fun, freshness, and flavor like the recent partnership between Hershey’s, Y&R Miami, and lifestyle photographer Mauricio Candela. This campaign brought together a shared creative vision to breathe new life into Hershey’s image through a dynamic and diverse photo session aimed at generating an extensive visual library for the brand.

Shot entirely in Miami—a city known for its colorful energy, diversity, and year-round sunshine—the project sought to embody the vibrant lifestyle Hershey’s has always been associated with. From everyday joyful moments to playful indulgence, Candela's signature documentary-style approach brought authenticity and approachability to the campaign’s final look.

The creative challenge: capturing real joy in one day

One of the primary goals of the campaign was to create a large catalog of imagery in a very short amount of time. With only a day to shoot, Candela and his team had to work efficiently, capturing a variety of moods, scenes, and settings that would serve multiple advertising and digital purposes for Hershey’s.

The result? A day packed with laughter, action, movement, and plenty of chocolate.

A day in the life of the shoot

The production kicked off early in the morning at a sunlit Miami location, chosen for its warm and welcoming vibe. The shoot featured diverse talent, including families, teens, and young adults, all interacting with Hershey’s products in a casual and spontaneous way—smiling mid-bite, sharing treats with friends, or enjoying quiet, reflective moments.

Scenes were carefully composed but never overproduced. Candela is known for embracing natural imperfections: a windblown hairstyle, a blurry laugh, or a chocolate-smudged smile are all moments that add soul to a photo, turning it into something more than just a staged brand image.

Chemistry behind the camera

Collaboration played a central role in the success of this campaign. Candela worked closely with the creative team at Y&R Miami, who brought a clear vision and concept. Thanks to the smooth communication and alignment between all parties—including The Blur Office, the production company behind the project—what could have been a logistical challenge turned into a highly efficient and enjoyable experience.

“When the agency, client, and crew are aligned and trust each other, great things happen,” says Candela. “We were all on the same page from the beginning, and that positive energy carried through the entire shoot.”

Behind-the-scenes magic

In addition to the final campaign assets, the team also captured behind-the-scenes content to give audiences a glimpse into the making of the shoot. These moments highlight the collaborative spirit on set and reflect the human touch behind every polished frame. From stylists fixing hair mid-shot to Candela capturing test frames while joking with the talent, these glimpses show the dedication and camaraderie that go into a successful campaign.

Why this shoot mattered

In an age where consumers crave authenticity, this campaign proved that effective brand communication goes beyond polished visuals. It's about capturing real feelings, relatable moments, and genuine experiences.

Hershey’s isn’t just a chocolate bar—it’s a symbol of connection, joy, and shared happiness. This campaign, guided by Candela’s lens, delivered exactly that.

Whether used on packaging, social media, billboards, or in-store displays, the images from this shoot are designed to resonate with viewers and bring them closer to the brand’s essence: joy in every bite.