Sports Photographer Captures Canelo Álvarez for VMC Campaign

Mauricio Candela
Jan 2, 2024
1 min read

Updated: Mar 30

The VMC “Viva Mexico Cabrones” campaign brought together world boxing champion Canelo Álvarez and a high-performance creative team for a fast-paced production in San Diego, California. Directed and photographed by Mauricio Candela in collaboration with Bikini Films, the project combined video, product visuals, and dynamic storytelling into a cohesive campaign.

As a sports photographer, Candela approached the shoot with a focus on energy, precision, and timing, essential elements when working with an elite athlete like Canelo. The production demanded efficiency, capturing a large volume of content within just a few hours while maintaining a cinematic and authentic look.

Blending lifestyle elements with powerful boxing imagery, the campaign delivers a strong visual identity rooted in performance and personality. Each frame reflects the intensity of the sport while staying true to the brand’s bold and cultural voice.