CADA GOTA CONTA

Introduction: Telling the story of a brand's arrival

When a major brand enters a new market, every detail matters. The visuals must resonate with a new audience while staying true to the brand’s identity. For Bank Itaú, one of Latin America's largest and most innovative financial institutions, the launch in Colombia was a significant milestone. The campaign needed to be fresh, vibrant, and human.

That’s where I came in. Collaborating with MullenLowe SSP3, one of the region’s top creative agencies, and Rocket to the Moon, a trusted production partner, we embarked on a mission to visually narrate Itaú’s story of arrival. The assignment was clear: capture Colombia’s energy through honest photography, with a color palette deeply tied to Itaú’s brand identity—orange and blue.

The concept: Natural light, real people, honest emotions

Beyond banking

The brief wasn’t to just take photos of people using banking services. Itaú wanted something emotionally resonant, something that spoke to the values of modernity, accessibility, and human connection. The visual approach had to feel optimistic, diverse, and real—just like the people Itaú serves.

The creative direction emphasized natural light, real expressions, and non-posed interaction. The idea was to reflect a modern bank that fits into real life—whether you're on the move, starting a business, or managing your family’s future.

Brand color storytelling

One of the most interesting aspects of this shoot was the strategic use of color. The brand’s primary colors, orange and blue, weren’t just used in the logo—they were integrated into wardrobe, location design, props, and even subtle background elements. From a blue bicycle on an orange wall to clothing combinations that hinted at the palette, color was woven into every frame. The result was a visually cohesive campaign that screamed "Itaú" without ever needing a logo front and center.

Production: Shooting for impact in three full days

Location: Colombia

The campaign was shot in urban and semi-urban locations across Colombia. Over three packed days, our team tackled multiple settings—from family homes and city streets to workspaces and local cafés.

Each location had to offer visual texture but also reflect the authenticity of Colombian life. The idea was to show people where they actually are—not in staged, overly polished environments, but in the spaces they really move through.

The people

Casting was another crucial component. We worked with a mix of professional models and real people—representing different ages, backgrounds, and demographics—to create a true reflection of Colombia’s diverse identity. We didn’t want the “stock photo” feel. We wanted something raw, expressive, and culturally tuned in.

One of the most rewarding moments was seeing how participants naturally engaged with the camera once the environment was relaxed. We kept the set friendly and fluid to allow for spontaneity—the kind of micro-expressions you can’t fake.

The challenges: Balancing volume with creativity

With a high volume of deliverables needed for both print and digital channels, the challenge was not just quality—it was consistency. Across all images, we had to maintain a coherent visual identity, making sure the campaign felt like one unified story, not a collection of loosely related images.

That meant having a tight shot list, efficient location management, and clear creative alignment between agency, client, and crew. Despite long days and multiple variables (weather, timing, traffic), the production team handled it all with the kind of precision and agility that only comes from experience.

Post-production: Refining authenticity, not altering it

When it came time for post-production, we kept things clean. The directive was not to over-retouch, but rather to enhance the colors and polish the frame without sacrificing realism.

The retouching process emphasized:

• Color consistency (especially for orange and blue elements)

• Subtle lighting corrections

• Natural skin tones

• Minor clean-up of environmental distractions

The outcome was a set of images that felt genuine, contemporary, and aligned with Itaú’s modern banking ethos.

Outcome: Branding success through human connection

The campaign was launched across billboards, social media platforms, digital banners, and bank branches nationwide in Colombia. The feedback from both Itaú and MullenLowe SSP3 was incredibly positive. The visuals not only elevated the brand’s image but also made a genuine emotional impact on viewers.

What made the campaign effective wasn’t just the sharp photography or bold color work. It was the emotional resonance—the ability of each image to tell a real story, to connect with people on a human level.

Reflection: Photographing for purpose, not just product

As a commercial photographer, I’m often brought in to sell a product or service. But with Itaú, the brief was deeper: it was about introducing a brand through values. This campaign reminded me of why I love what I do. It's not just about light and lenses. It’s about using visual language to build trust, evoke emotion, and help brands show up authentically in people’s lives.

Ficha Técnica: Agência: Red Fuse/Young & Rubicam Anunciante: Colgate Palmolive Título: “The Water Savers" Produto: Institucional Executive Creative Director: Gloria De La Guardia Associate Creative Director: Gerard Garolera Criação: Rodrigo Guaxupé

Fotografia: Mauricio Candela Atendimento: Fernanda Giacomelli, Daniela Keller Mídia: John Baker, Adline Melgen, Andreia Abud Press Release: Fabiana Delgado, Ester Ferreira, Ge Rocha Aprovação cliente: Adriana Leite Produtora de Imagem: 2 Irmãos Filmes

Link: http://www.clubedecriacao.com.br/ultimas/cada-gota-conta/

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