Arturo Calle –
PRODUCE 1 NATIONAL CAMPAIGN: 10 TREATMENTS… MULTIPLE FORMATS… 1 MONTH… NO SLEEP… WE’RE IN!!
So I got a call from my producer friend Mauricio. He told me that one of his clients had a project that I may be interested in. As he explained the assignment, I instantly bought in. It was a really cool set of composite images for the Columbia men’s apparel brand Arturo Calle.
The layouts called for a complete creation of surreal images that represented 10 regions of Columbia. From the coastal areas of Barranquilla and Santa Marta y Cartagena to the cloudy and rainy city of Bogota and everything in between.
5 days in the studio photographing talent and props as well as all the other elements we needed to put together images for the campaign. For what we couldn’t shoot we purchased stock; things like trees, birds, grassy fields, coffee plantations, coastlines, ponds and skies that were native to Columbia.
It was crazy fun in what we did shoot: palm leaves, tree branches, origami flowers, park benches, lamps, bushes, harps, bikes, sand, balloons, cotton candy and my favorite of all, an accordion wrapped around a palm tree (well not all of the accordion). My buddy Dennis Dunbar worked with me in building the composite images. He has a really good tutorial on the accordion tree. Check it out at http://bit.ly/3YEVfT.
UP IN SMOKE: One of the layouts called for colorful steam rising from a set of coffee cups. The solution: Photograph incense smoke as it danced differently at various shutter speeds. So addictive to watch.
All in all, It took us a total of 40 days to produce the project (soup to nuts), delivering completed files as we finished them. Lot’s of fast food, deli sandwiches, Chinese take-out and late night radio broadcasts.
The full campaign ran in Print, Outdoor and POP for 12 months throughout all of Columbia. From what we heard, it was a great success. Loved my friends at Lowe!