Art direction / Concept development / Production
They asked us about how to show the best Colombian fruits, so we began to think of them as our national treasures, because there is not the same variety of fruits in any country, even in South America. Therefore, we concluded that we had to display them as a piece of national jewelry, exalted by the neutral and minimal backgrounds that were designed to put all the attention on the fruits.
We carefully chose the texture, colors, and elements to reinforce the idea of a masterpiece. We built sets rich in sophistication, luxury, and a special aesthetic full of reflects and shine.
Geometry was so important for this project. We focused on making some anomalies to give more direction to the eye when the observer looks at it, and those anomalies were complemented by different neutral materials, such as transparent scenarios, creating an in and out atmosphere and reflections with the mirror cube.
DISCIPLINES: Art direction / Concept development / Production
ART DIRECTION: Daniela Castiblanco
PHOTOGRAPHY: Alejandro Oses