Hugo
Art Direction · Photography
Type of project: Academic | La Fototeca
Year: 2019
Background
A few years ago, I attended a photography course that focused on advertising products at La Fototeca because I wanted to learn more about art direction and pre-production. Plus, photography is one of my hobbies 💜.
Overview
Met two awesome people who became my dream team: Koraima and Josué. So, for this class assignment we had to pick a delivery service, come up with a concept and then make some magic— I mean, some photos. So, we picked this food delivery service app called Hugo. and we came up with the concept: “Variety of food in the palm of your hand”. Did I mention we had so much fun? 🤩✌🏼
Process
The process itself sounds simple, but took us some time. Maybe around 6.5 hours in total.
Preproduction: We created a moodboard so we could agree on a lighting style and art direction. We wanted to do something colorful, bold. Once we all knew what we wanted, we needed to hire a hand model and also get the props, which were the little food erasers or whatever we had at home; as well as the background.
Production: We got to the studio minutes before our class started, then our model arrived and started to prepare our set. Tested the light and proceeded to dive in placing the little erasers in the model’s hand. Took us around 3-4 hours to get done. Finally, we chose the two RAW photos we liked the most.
Postproduction: Once we had the selected photos, I proceeded to edit few details in Lightroom such as exposure, saturation, lightness, contrast, etc. And then added the Hugo logo and some graphic elements that went along with their branding.