Away
Away reached out to Joao to create a library of lifestyle and product images featuring new products. The shoot spanned 2 days in New Mexico and New York and 3 days in Mallorca, Spain.
New Mexico and New York were seamless, but challenges arose in Mallorca with the motion crew and timing. What was originally meant to be a stills shoot alongside motion at the last minute pivoted to a stills-only shoot as time and resources were limited to do both on the same day effectively. Joao and his team quickly shifted their approach, and not only made it work but made space to capture 100+ unique assets for Away’s image library.
“We decided to scout really fast, go all over the island and at the last minute rented an old car. Things like that where we decided to put a narrative together very quickly and always search for locations for me that have a nice color palate…the wall on a gas station, the vegetation with the sea and the clothing. I always search for color palette and how it fits with the bag with the background and whatever wardrobe the talent is wearing.”
