BEHIND THE LENS: MAURICIO CANDELA CAPTURES KAROL G FOR SMIRNOFF

Mauricio Candela
Feb 28, 2022
3 min read

Updated: Oct 20

A collaboration filled with energy, flavor, and star power

In one of his most high-profile collaborations to date, photographer Mauricio Candela worked alongside global pop sensation Karol G to produce content for an exciting Smirnoff campaign. Partnering with Vandals production company and Casanova McCann, Candela and his team were tasked with creating both celebrity portraits and product imagery, all while working around a packed commercial shoot schedule.

“It was a big challenge,” Candela shared. “When you work alongside a commercial, the stills team has limited time. You have to be precise, fast, and absolutely ready to deliver.”

The two-day shoot: Planning meets performance

The production took place over two intensive days filled with tight timelines, precise coordination, and rapid creative decisions. The Smirnoff team aimed to capture two major elements:

Portraits and lifestyle moments with Karol G
Tabletop product photography for Smirnoff bottles and branding assets

Because time with the celebrity was limited, Candela and his crew made sure everything—lighting setups, camera angles, styling references, and backdrops—was prepared in advance. That preparation allowed them to shoot efficiently without interrupting the larger commercial production.

Working with Karol G: presence, professionalism, and energy

Known for her electric presence and authenticity, Karol G was a powerful subject. Candela’s goal was to capture not just her image, but her confidence, charisma, and connection to the Smirnoff brand.

Despite the fast pace, Candela found moments to create intimate, expressive portraits that reflected both the artist’s personality and the campaign’s creative concept—bold, vibrant, and empowering.

“The key was constant communication with the production director,” Candela said. “That alignment let us jump in and shoot without disrupting the commercial flow.”

Campaign creative and production team

This ambitious campaign was powered by a cross-continental collaboration between creative agencies, production houses, and a sharp, flexible photography team. Here are some of the key players who made it happen:

Celebrity: Karol G
Client: Diageo / Smirnoff
Agency: Casanova McCann (USA) / McCann Colombia
Production company: Vandal
Photographer: Mauricio Candela
Location: Miami

Media coverage and public reach

The campaign was a media success, gaining exposure through major global publications and marketing platforms. Smirnoff’s message reached millions of people thanks to a coordinated PR effort and organic audience interest.

Some of the featured press outlets included:

The campaign’s imagery stood out for its combination of glamour and authenticity, a balance that has become a trademark of Candela’s work.

Visual direction: bold, vibrant, and celebratory

The visual tone of the campaign was built around celebration, diversity, and empowerment—themes that reflect both Smirnoff’s branding and Karol G’s personal identity.

Color palette: reds, silvers, deep blacks, pops of neon
Lighting style: high contrast, soft edges, rich textures
Mood: confident, urban, unapologetic
Framing: tight portraits, product close-ups, layered compositions

Candela’s team ensured that every product shot matched the campaign tone, and every Karol G image felt editorial yet accessible.

Final thoughts: When preparation meets presence

Behind every great image is a team, a plan, and a bit of creative magic. In this collaboration, Candela’s fast-paced, thoughtful approach allowed the photography to shine—even within the demanding constraints of a commercial shoot.

The Smirnoff and Karol G campaign is a testament to the power of collaborative storytelling, where brand, celebrity, and image-making intersect to create something unforgettable.

LINKS:

Communication & Marketing

Agency: Casanova McCann / McCann Colombia

Client: Diageo

Production Company: Vandal

Photographer: Mauricio Candela