Padrísimo!
Padrísimo!
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Padrísimo, a Mexican restaurant in Ciudad Guayana, approached us for an ad campaign. They wanted three photo carousels to represent different stages of their business. Padrísimo had experienced a period of change, including a management shift, but was now relaunching, emphasizing their established quality.
We developed a narrative where Padrísimo was personified as a mariachi who had fallen into disarray, with his living space reflecting this. However, he remained the master of his cuisine. The art direction aimed to convey the mariachi's evolving moods and use each photo to advance the story.
The team included:
Creative Director and Producer: Paolo Frigerio
Director, Photography, and Editing: Daniel Salazar
On-Set Assistant: Eloy Goncalves
Art Department: Paola Álvarez and myself.
Service (s)
Service (s)
Art Department
Category
Category
Photography
Year
Year
2022
References
References
We drew inspiration from the film "Coco" to establish the visual style, utilizing elements such as vinyl records, flowers, candles, green bottles, and wood to create the desired atmosphere.
Carrousel 1
Carrousel 1
A key challenge was transforming a single room to accommodate two distinct carousels. We achieved this by dividing the room: one side depicted the mariachi's chaotic living space, highlighting his 'out of it' state, while the other focused on detailed, appealing shots of Padrísimo's dishes.
Before
Before
Setting the Stage
Setting the Stage
After
After
Shooting Day
Shooting Day
Carrousel 2
Carrousel 2
The second carousel featured the mariachi in his 'dressing room,' preparing for a performance. We used warm lighting and curated decor, alongside styled food shots, to create an engaging visual.
Before
Before
Setting the Stage
Setting the Stage
After
After
Shooting Day
Shooting Day
Carrousel 3
Carrousel 3
The final carousel showed the mariachi, instrument in hand, performing in front of the Luisito Burger sign, symbolizing his resurgence and new partnership.
Before
Before
Setting the Stage
Setting the Stage
After
After
Shooting Day
Shooting Day
This was Paola's and my first collaborative project as art directors in the city. While we had individual experience in video and art, this was our first project directly with a brand. Its success led to our subsequent work on the Luisito Burger campaign.
Next project
Next project
Luisito Burger - Christmas video
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