» THE PROJECT

Club Colombia, the leading premium beer brand in Colombia, commissioned three different visual artists to design temporary labels for their beers: Golden, Red, and Black. I was appointed by their agency to design and direct brand content that showcased these three artists and the final product.

» JUAN DAVID DIEZ

» VICTOR ORTIZ

» JOHANA BOJANINI

» MY APPROACH

Club Colombia is a premium brand with a look that aims to reflect the craft of brewing. Their communication centers on the idea that good things take time to create. I embraced this concept, understanding that the pieces needed to showcase the art gradually emerging through the creative process.

For this project, the ingredients were hops for the Golden, rye for the Red, and barley spikes for the Black. I proposed a storytelling that was similar to all of the pieces with the voice over from the artists and the similar shots to compare the artworks and technique. I also wanted to associate the golden beer with the morning light, the red with the sunset and the black with the night.

I worked closely with the brand's creative director to select the technique each artist would use. My approach involved documenting the three artists in their studios, working on their own technique and interacting with the beer ingredients that inspired their final artwork.  

» MY APPROACH

I traveled to each studio with a small team equipped with high-quality cameras and lenses. My proposal emphasized that the photography needed to look premium, even in the raw, messy environment of an art studio. We used natural light and macro lenses to capture the intricate details of the artistic process. Focusing on these elements, we were able to create a “premium” portrayal of the creation of Club Colombia's special edition labels, highlighting the craftsmanship and dedication that went into the project.

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