Content Creator

Rooted in Place, Designed to Move

Photography & Visual Direction for an illustrated apparel and accessories brand based in Mar del Plata, Argentina.

This campaign was created for an illustrated apparel and accessories brand based in Mar del Plata, Argentina. The objective was to showcase the versatility of the products through a relaxed, lifestyle-oriented visual narrative, highlighting different ways they can be worn in everyday contexts. Shot entirely outdoors using natural light, the imagery intentionally avoided traditional model-focused portraits, placing the emphasis on the garments themselves and their interaction with the surrounding environment.

The creative direction drew inspiration from Mar del Plata’s iconic coastal landscape, incorporating the sea breeze and cliffside scenery as key storytelling elements. Rather than relying on the dominant blues typically associated with the city, the visual approach embraced warm earth tones to create a distinctive identity while reinforcing the connection between the products, the natural environment, and the human presence they are designed for. The result was a campaign that aligned the brand’s identity with a strong sense of place while maintaining a unique and recognizable visual language.