24 creative executions, one day of production, one of the world's top advertising photographers — all within budget
Alerta engineered a production strategy that had never been done quite this way for the brand. We rented the largest and best-equipped studio in Bogotá and divided it into three fully operational sets running simultaneously. We brought in Mauricio Candela (one of the top 200 a...
The Challenge
Blue Moon needed a fresh set of assets for Latin America in 2024, but had limited budget to invest. The original plan was a straightforward photoshoot, with a modest scope and modest ambition. Then Alerta presented 24 original creative ideas, and the client approved every single one. Producing 24 distinct photographic executions with traditional methods would have required at least 5 days of production, even if shooting in Colombia to optimize costs. At five setups per day, that was simply not viable within the available budget.
The Solution
Alerta engineered a production strategy that had never been done quite this way for the brand. We rented the largest and best-equipped studio in Bogotá and divided it into three fully operational sets running simultaneously. We brought in Mauricio Candela (one of the top 200 advertising photographers in the world and a trusted creative collaborator) to direct the primary set and supervise the other two photographers as part of a coordinated operation. Talent rotated across all three sets in a precisely choreographed sequence, allowing the entire 24-execution shoot to be completed in a single production day.
Rather than rebuilding sets between shots (which would have taken hours), we changed only the key foreground elements and recreated the backgrounds entirely in post-production through advanced retouching and AI-assisted compositing. Every background the client had envisioned was delivered exactly as approved, tested, refined, and signed off without a single additional production day. We also delivered the 2D animation executions as part of the same engagement, bringing the full creative package home on time and on budget.
Campaign Content
Static Content · Social & Print
How We Did It
Three Sets, one Day, zero Compromises
We designed a production architecture that eliminated the time cost of set changes by running three complete sets in parallel. While talent was shooting on set one, sets two and three were being prepared for the next rotation. The result was a production pace that would normally take five days to complete in one, without sacrificing a single creative execution.
World-class direction
Bringing in one of the top 200 advertising photographers in the world was not just a creative decision; it was a production strategy. Having Mauricio direct the primary set and supervise the other two photographers ensured consistent visual quality and creative direction across all 24 executions simultaneously, something that would have been impossible without a director of his caliber and experience.
AI and post-production as a production tool
By keeping foreground set elements consistent and rebuilding backgrounds entirely in post using advanced retouching and AI compositing, we gave the client every background they had requested without the time and cost of physically constructing and striking 24 different sets. The approach was tested, approved by the client, and delivered results indistinguishable from on-location photography.
Creative ambition within budget reality
The client came to us expecting a modest photoshoot. We delivered 24 approved creative executions, plus 2D animation, all within the original budget. That is not just production efficiency. That is what happens when creative strategy and production strategy are built together from the first conversation.
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