GOGOSQUEEZ AND CANDELA UNITE FOR VISUALLY CAPTIVATING CONTENT.

Mauricio Candela
May 20, 2024
4 min read

GoGoSqueez Active x Mauricio Candela: A Lifestyle Photography Story

When GoGoSqueez, the well-known healthy snack brand, decided to launch GoGo Squeez Active, they knew the campaign needed to feel fresh, real, and full of energy. To achieve that, they turned to 305 Worldwide, a top multicultural ad agency, and photographer Mauricio Candela, whose lifestyle imagery is celebrated for its boldness and authenticity.

Together, they crafted a visually dynamic campaign rooted in natural light, movement, and real-life storytelling—hallmarks of Candela’s signature style. The vibrant streets and outdoor courts of Miami provided the perfect backdrop, combining cultural diversity, tropical color, and kinetic energy.

About the Brand — GoGoSqueez Active

From Kids to Active Lifestyles

GoGoSqueez has long been a go-to brand for parents seeking convenient, healthy snacks for their kids. With the launch of GoGo Squeez Active, the brand evolved its focus to include active teens and young adults who want portable, nutrient-packed fuel without compromise.

The new product is marketed as a functional snack that blends fruit-based goodness with added benefits like hydration and natural energy — ideal for sports, training sessions, or on-the-go refueling.

The Role of Visual Identity in Product Launches

In a world saturated with digital content, visuals matter more than ever. For GoGo Squeez Active, the imagery had to say it all:

Health and vitality
Movement and spontaneity
Inclusion and representation
Real people, real moments

And that’s exactly why they brought Mauricio Candela into the project.

The Vision — Authenticity Through Imperfection

What sets Candela’s work apart is his ability to capture moments that feel unposed, unscripted, and alive. His style thrives on “perfect imperfection”—where movement blurs just slightly, light flares naturally, and subjects exude confidence without trying too hard.

“It’s not about the perfect shot. It’s about the real moment. And those moments have texture, life, and emotion.” – Mauricio Candela

For this campaign, the creative direction aligned perfectly. 305 WW and Candela agreed that the imagery needed to feel:

Natural – no over-editing or hyper-saturated filters
Energetic – basketball, running, urban scenes
Relatable – models who reflect real people
Integrated – product placement that feels organic

Why Miami? A City Made for Lifestyle Shoots

Diversity in Every Frame

Miami was a strategic choice for both logistical and creative reasons. It offers:

A wide variety of urban landscapes and outdoor courts
Sunlight year-round, perfect for available light photography
A population that reflects multicultural America

This diversity was crucial. GoGo Squeez Active is a product for everyone—from athletes to creatives to students balancing work and workouts.

Miami’s backdrop allowed Candela to frame each shot with visual inclusivity, without needing to manufacture it.

The Photo Session — Process and Execution

Pre-Production Planning

Like all Candela projects, this shoot began with solid pre-production:

Location scouting across Miami’s urban neighborhoods
Casting talent that looked and moved naturally on camera
Shot lists that allowed room for spontaneity
Equipment tailored to shoot in natural light and fast-paced settings

Candela used mirrorless cameras to stay nimble and handheld rigs to move fluidly with the action, ensuring he could adapt to each scene’s energy.

Capturing Real Energy

Scenes included:

Pick-up basketball games where players paused just long enough for a GoGo Squeez break
Skaters and runners fueling mid-session
Candid moments of laughter, sweat, and joy—true lifestyle vignettes

No artificial lighting. No studio constraints. Just real people and real moments, captured as they unfolded.

Post-Production — Keeping It Real

The editing phase focused on maintaining the integrity of each shot. Candela’s team applied:

Minimal retouching
Consistent color grading with a warm, sun-drenched tone
Slight grain to evoke a filmic, nostalgic touch

Each photo was composed to tell a micro-story — from product usage to mood, action, and brand alignment.

Deliverables and Applications

The final assets were used across:

GoGoSqueez’s website and e-commerce
Social media campaigns
Digital advertising
Retail packaging support visuals

Why This Matters

With modern advertising being visually led, these images don’t just support the product—they define its identity. They help a new generation connect emotionally with a brand they might’ve known as kids, but now see as something that fits their current lifestyle.

Final Thoughts — Human-First, Energy-Forward Storytelling

This campaign with GoGoSqueez Active wasn’t about flashy sets or overproduced imagery. It was about capturing the soul of the product through human moments and visual authenticity.

Candela’s work delivers exactly that: a connection. One frame at a time.

Credits

Ad Agency: 305 Worldwide
Client: GoGo Squeez
Campaign: GoGo Squeez Active
Photographer: Mauricio Candela
Location: Miami, Florida

About Mauricio Candela

Mauricio Candela is a celebrity and lifestyle photographer based in Miami, known for capturing striking, human-centered imagery that blends technical precision with raw authenticity. His work spans advertising campaigns, portraits, sports, and urban culture, often integrating natural light and storytelling aesthetics.

Candela has shot campaigns for Ford, Sprite, Pepsi, KOAJ, and now GoGoSqueez, among many others. His background in art direction and his award-winning career (Cannes Lions, Communication Arts, IPA) make him a trusted name in global photography and visual content creation.