049—De Muerte Lenta
ART DIRECTION
CREATIVE DIRECTION
CONCEPT DEVELOPMENT
︎︎︎SHORTLISTED. World Food Photography Awards 2025. Category: Previously Published
CREATIVE DIRECTION
CONCEPT DEVELOPMENT
︎︎︎SHORTLISTED. World Food Photography Awards 2025. Category: Previously Published
2021︎︎︎
The idea (︎︎︎) For De Muerte Lenta, a brand of jams, we created an intimate culinary narrative that intertwines recipes with eating moments. This collaborative project aims to capture recipes that hold a special place in the collective memory of our country, yet often remain undocumented in recipe books. These cherished recipes are typically enjoyed within the intimate setting of our homes, adding to their nostalgic appeal.
Visually, the concept translates this sense of intimacy into carefully crafted indoor settings. The lighting is thoughtfully arranged to reflect the warm ambiance of being in that specific space. Delicate and feminine, the settings are adorned with exotic flowers commonly found in tropical regions. Arrays of fruits take center stage, inseparable from the compositions themselves, embodying the essence of the jam-making process: What is a jam if not a way of preserving the authentic flavors of our fruits? By exploring this notion, we aim to deepen our connection to our culinary heritage.
Client
De Muerte Lenta
The idea (︎︎︎) For De Muerte Lenta, a brand of jams, we created an intimate culinary narrative that intertwines recipes with eating moments. This collaborative project aims to capture recipes that hold a special place in the collective memory of our country, yet often remain undocumented in recipe books. These cherished recipes are typically enjoyed within the intimate setting of our homes, adding to their nostalgic appeal.
Visually, the concept translates this sense of intimacy into carefully crafted indoor settings. The lighting is thoughtfully arranged to reflect the warm ambiance of being in that specific space. Delicate and feminine, the settings are adorned with exotic flowers commonly found in tropical regions. Arrays of fruits take center stage, inseparable from the compositions themselves, embodying the essence of the jam-making process: What is a jam if not a way of preserving the authentic flavors of our fruits? By exploring this notion, we aim to deepen our connection to our culinary heritage.
EVERYTHING HAS A PROCESS
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[ or how did I sell this idea ]
