Client
El Tero
Services
Art Direction
Project overview
El Tero is an Argentine lifestyle brand inspired by local stories and customs. As its in-house designer and art director, I led the art direction for its 2022 Mother's Day campaign, from the concept to the photo shoot and the final images.
Challenge
For Mother's Day, the campaign needed to celebrate the bond between mothers and children without relying on the usual, overly sentimental imagery. The idea was to focus on the small everyday moments through which traditions, gestures and ways of doing things are passed on.
Approach
I built the visual story around the idea of learning through doing. Cooking together became a natural setting for showing the small gestures and rituals that are shared between generations: from preparing food to sharing a mate at the table.
I chose the location, defined the styling and sourced every object in the scene, from a family recipe book to worn wood, flowers and traditional kitchenware, to create a setting that felt personal and lived-in. I directed the photo shoot and edited the final images with warm, film-like tones.
