LG – O Impossivel torna-se realidade


LG – O Impossivel torna-se realidade

As a commercial and advertising photographer we sometimes have the opportunity to work with brands that we use in you day to day life and that we use in our own home. There is a certain sense of of satisfaction in that. The last three television that I have owned have been LG so its a brand that doesnt need presentation. So when I get a phone call to shoot the next LG ad campaign I was super stocked. The concept was quite simple photographically but was quite complex from a production standpoint. I had very llittle time to produce everything needed to execute the new “LG – O impossivel torna-se realidade” campaign.

For starters my subject matter. The reference images seemed to be from Circe du Soleil, with three acrobat artists creating a visually compelling figure.

One of the final arts of the campaign.
One of the final arts of the campaign.
Lettering for the campaign LG - O Impossivel torna-se realidade, made with some of the figures performed by the gymnasts.
Lettering for the campaign LG – O Impossivel torna-se realidade, made with some of the figures performed by the gymnasts.

Lighting the setup

The acrobats could only hold each pose for a fraction of a second. So it was fundamental that my light was set up and in place. My lighting setup was quite complex.

To light the background, I used two Profoto B2 mounted with Westcott Bruce Dorn strip softboxes. For the acrobats, I used a Broncolor … with a Broncolor Para 222 as main light and two Profoto B1 mounted with Profoto strip 1×1.5m softboxes as rim lights on the acrobats. I also used a SMDV 360-Briht with a beauty dish mounted over and behind the acrobats as hair light, and a SMDV 360-Briht mounted with an octogonal speedbox as a fill light on the acobrats.

For this shoot, I was lucky enough to work with some of the best acrobats in Portugal from the Acro Clube da Maia. The acrobats were wearing custom-made golden jumpsuits and had their whole hands, feet and face painted gold by my friend make-up artist Sara Kruss Make U Over Make Up.

Behind the scenes of one of the amazing figures that these gymnasts could perform.
Behind the scenes of one of the amazing figures that these gymnasts could perform.
Selfie wih the gymnastics artists Bruna Gonçalves, Rita Teixeira, Maria Pia Martins from Acro Clube Maia.
Selfie wih the gymnastics artists Bruna Gonçalves, Rita Teixeira, Maria Pia Martins from Acro Clube Maia.

LG O Impossível Torna-se Realidade Behind the Scenes 1

LG O Impossível Torna-se Realidade Behind the Scenes 2

Seeing my work in the media

LG – O Impossivel torna-se realidade was a national campaign for such a big company as LG So, it was with huge satisfaction that I noticed how this campaign went on display almost everywhere, from Instagram posts, to outdoors, mupies, buses, and stores.

Even more exciting was to see some of the photos featured on a TV commercial for the campaign “LG – O Impossivel torna-se Realidade”. Check it out on the video below!

Saying goodbye to a longtime companion

My reliable Hasselblad H3D has been my close companion for so many years. But it came the time to put it rest and “LG – O Impossivel torna-se realidade” was the last campaign I shot with it.

It was a real joy to use this camera for so many years and I can’t help to feel a bit sad and nostalgic for it saying goodbye. However, I couldn’t be  thrilled for my next medium-format digital camera: the Fujifilm GFX 50S. I tested this camera a couple of months ago and I’m sure that it will be the perfect replacement for my old Hassy.


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