For the Burger King project in Mexico City, I developed a series of black-and-white images that combined street photography with street casting to capture the brand’s identity through real, candid interactions.

Tasked with conveying an authentic, relatable essence for Burger King, I sought out individuals on the vibrant streets of the city, inviting them to participate in spontaneous scenes featuring the brand’s signature burgers. This approach brought out a raw, genuine connection between the audience and the brand.

Choosing black and white added a timeless quality, focusing each image on expressions, textures, and composition. It allowed the photos to emphasize Burger King’s straightforward, accessible character. By embedding the product into natural, urban settings, I captured moments that were unpolished and real, mirroring the spirit of the city and the brand. This approach required not only technical skill and attention to detail but also the ability to connect with people personally, ensuring they felt at ease in front of the camera.

Awards & Exhibtion

This project ultimately won two Cannes Lions, demonstrating the impact of blending documentary-style photography with brand-driven storytelling.

Later, the series was displayed in an exhibition at Museo Nacional Centro, a prominent art museum in the historic center of Mexico City. In this new context, the images took on a life beyond their commercial origins, allowing viewers to appreciate the storytelling and human connection that transcended the campaign.

This exhibition highlighted the potential for commercial work to bridge advertising and fine art, showcasing the power of authenticity in visual storytelling.

See also my most recent photo and video project for Coca Cola and my Day of the Dead project in Mexico - I acted as the local photographer in Mexico City for both projects.