For Aveda's "Naturalmente María" campaign, starring María F. Rubíes, the main challenge was to convey an organic and fresh aesthetic. As Director of Photography (DOP), Co-Filmmaker, and Colorist, overseeing the entire visual process allowed me to control every detail—from the lighting on set to the final color grade—ensuring the brand's botanical essence was reflected in every shot.

The Visual Approach (Beauty Look):

Working on hair care and beauty commercials requires absolute precision in textures and color fidelity.

• Cinematography: Alongside Gaffer Kris Zacarias, we designed a soft, wrapping lighting setup (beauty lighting) to enhance the natural shine of the hair and the flawless luminosity of the skin.

• Color Grading: In post-production, the goal was to achieve a clean, natural, and healthy look. Skin tones were carefully isolated to maintain their warmth, while the organic greens and earthy tones were gently enhanced to match Aveda's DNA.

Client: Aveda

Starring: María F. Rubíes

Creative Director: Andrés Merola
Art Director & Creative: Adriana Cruz
Copywriters: Andrés Merola & Roberto Borrega
Production: Irina Luis & Adriana Cruz - Production Assist.: Junis Medina & Diego Moran
Filmmakers: Ja Souki & Kris Zacarias
DOP: JaSouki
Gaffer: Kris Zacarias
Making Of: Roberto Borrega
MakeUp Artist: Paula Soroa
Hair Stylist: Jesus de Paula
Editors: Daniela Javornik, Ignacio Montalvo & Roberto Borrega
Colorist: Ja Souki
Graphic Designers: Adriana Cruz & Gabriela Araujo
Sound Design: Jai & Ignacio Montalvo
VoiceOver: @subordinada.de.los.cafesi

Created by Onceuno