Colombian photographer Jorge Oviedo uses bold colors and dramatic lighting to create a unique photographic style reflected throughout his work. His distinct use of color filters results in artistic images that are both vivid and evocative of emotion and feeling — whether it’s yellow and red tones evoking the warmth of a campfire among friends or a calm blue hue evoking the glow between a digital screen and a person interacting with it.
Jorge specializes in editorial and advertising photography, so he works closely with advertising and creative agencies in Bogotá such as McCann Erickson, Leo Burnett, and MullenLowe SSP3, who recently tapped him for a project with ETB, a well-known telecommunications company based in Bogotá.
I was referred by MullenLowe SSP3 for this project. I work a lot with them and with their creative director on other projects.
The company’s tagline “Experiencias por toda Bogotá.,” translates to “experiences throughout all Bogotá.” This is meant to reflect people’s ability still to have interactive digital experiences at home through their service – whether that’s visiting an online museum to inspire your work, viewing a game on TV, or giving friends a tour of your plant collection through a tablet. Similarly, Jorge’s portraits show people interacting through their phones, tablets, and TVs to stay connected despite the lockdowns.
These images were captured after Colombia underwent a very strict quarantine, and the concept was meant to reflect a sense of connection. Of course, shooting during COVID-19 came with its own set of challenges as the team adjusted to their“new normal.”
This was the first project I did after quarantine, and we had to change a lot of our workflow on set to take proper precautions. The pre-production was really complicated because we had to source talent and find locations with a new process in mind.
The production company did a really excellent job setting up everything and taking care of everybody.
Because the shoot required several backdrops and locations, Jorge traveled throughout Bogotá to capture the photos. He worked closely with the art department at the production company to source props and set up each location to his required specifications, including painting specific colors and modifying elements in each room they shot in.
As always, I love to be on set shooting, working on the lighting, and interacting with the talent. I worked with a great team on every aspect, so it was great to be back to shooting and creating new images with them.
True to his style, Jorge used color filters and lighting to produce a set of colorful and visually impactful images that showcased experiences shared via a computer or TV screen. The blue hues reflecting on each of the subjects’ faces and throughout the rooms match the client’s brand colors and feel natural and evocative of a digital screen’s glow. The lighting choices are very deliberate and create a sense of comfort and connection throughout each image.
Agency: MullenLowe SSP3
Creative Director: Jaime Duque
See more of Jorge’s work at oviedojorge.com.
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