THE PROJECT
Pueblo Blanco, an Argentine fragrance and home scent brand, invited me to develop the creative direction and audiovisual production for a campaign featuring Argentine model Chloe Bello.
CREATIVE APPROACH
Pueblo Blanco is rooted in craftsmanship, natural fragrances and carefully made objects, speaking to an audience that values design, detail and materiality.
The concept was built around intimacy rather than a traditional campaign: Chloe spending a quiet day at home, reading, resting and interacting naturally with the objects and scents around her.
The concept was built around intimacy rather than a traditional campaign: Chloe spending a quiet day at home, reading, resting and interacting naturally with the objects and scents around her.
With no fixed script, the production was directed through atmosphere and spontaneous moments, allowing the images to feel observed rather than staged.
LOCATION
The location was selected to reflect the brand's balance between craftsmanship and contemporary design: a renovated 1960s Buenos Aires apartment where original architectural details coexist with a modern interior, overlooking some of the city's most recognizable landmarks with views over the Santísimo Sacramento dome and the Kavanagh Building.
VISUAL DIRECTION
The visual treatment followed the tactile and handcrafted character of the brand: an analogue-inspired image with visible grain, soft color and restrained saturation.
VISUAL LANGUAGE
Intimate · Natural · Tactile · Analogue · Understated
Intimate · Natural · Tactile · Analogue · Understated
