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Miami-based photographer Diego Texera recently completed a project for Skechers and the brand’s exclusive partner and authorized retailer Charly. Sketchers is US-based lifestyle and athletic footwear and apparel brand, and Charly is one of Mexico’s largest sports apparel and footwear manufacturing companies. For this dual-client project, both brands needed stills for campaigns promoting new collections of sportswear on their social media and websites.
I was referred to the producer by a friend of mine, an agency creative director that I’ve worked with in the past. The production company was Revolver, based in Mexico City.
Diego’s photographic style and experience were key reasons for landing him this project.
I have a keen eye for selecting backgrounds that not only complement the subject but also provide the right amount of negative space to let the image breathe. I’m naturally drawn to order, symmetry, and simplicity, and I often retouch out any distractions that can’t be eliminated through framing. Skechers, for example, prioritize clean, minimalistic backgrounds — whether it’s sleek walls or open areas with soft falloff. Having worked in Miami before, they knew the locations here would offer exactly what they needed to achieve that crisp, modern look.
Diego was hands-on with every aspect of the project, including pre-production.
The project was awarded to me directly. I brought in Mari Nuñez, a producer that I’ve worked with many times before — she’s actually hired me in the past, so it was a smooth collaboration. We both connected with talent agencies and spoke with location managers, though she handled much of the heavy lifting. I stayed actively involved throughout, and together with a location manager, we scouted locations to find the perfect settings.
Skechers, as an active lifestyle brand, has a clean and polished identity, which is reflected in the background choices and talent poses for this campaign. In contrast, we also shot for Charly, a sister brand that recently launched in the US. The visuals for Charly are edgier, with a focus on dynamic movement and energy. For those shots, we were able to experiment more with fitness themes, capturing moments of action, effort, and sweat to highlight the intensity and motion behind the brand.
The shoot took place over three days, at six different locations in Miami. This involved moving the full crew and production team multiple times each day.
To stay organized, the entire production team operated out of a motorhome, which kept all the wardrobe and gear centralized. While parking the motorhome was a bit challenging at certain spots, it proved to be a smart decision overall. We shot at several iconic Miami locations, including the 1111 Lincoln Road Garage in Miami Beach, designed by Herzog de Meuron, and the Pérez Art Museum Miami.
The atmosphere during the shoot was energetic.
The client, their crew, and the agency producer were all fantastic — super collaborative when needed, but they also gave me the freedom to do my thing. We had some wrinkles to iron out one day, and we just rolled with it together and found solutions. On set, we had the full squad: the clients, their producer, a social media content crew, our producer, location manager, PAs, photo assistants, and a digitech. The most challenging part was pivoting back and forth between two brands with distinct styles throughout the day.
Managing multiple talent on set required both organization and the ability to connect with individuals quickly.
We worked with six talents per brand, but on one day, we had 12 on set. I had to find a way to connect with each of them personally in 20 seconds or less. I usually break the ice with a few jokes and chat with them briefly off-camera before we start shooting. This approach helps create a connection that hopefully shines through in the images.
Time and budget were some of the constraints Diego and his team encountered.
In the original brief, we were scheduled to shoot 15 looks per day over four days, but we ended up needing to complete the same volume in just three days. Budget influenced every aspect of the production, from the locations we considered to the talent agencies we contacted. We had to carefully manage many moving parts, and our producer played a crucial role in this. I would have loved more time, but given the circumstances, we still nailed it.
One of the challenges was adherring to the tight schedule while maintaining the high quality of each shot. With 60 unique looks to capture in just three days, each shot required its own creative approach. Additionally, we had to stay true to the approved concepts from Skechers while managing last-minute adjustments on set. Balancing the pre-approved specifics with spontaneous creativity was key. Every shot had its own nuances and demanded a fresh, inventive approach to ensure we met both the brief and our creative standards.
The dynamic nature of this project helped Diego understand the value of thorough preplanning.
With so many shots and so little time, everyone needed to be aligned throughout the process. Without a detailed pre-production deck outlining every aspect — such as location specifics, pose references, retouching notes, outfits, and talent details — we would have struggled to stay on track. The pre-pro deck was essential in keeping us organized and focused.
In closing, Diego left us with some memorable moments from the shoot,
The tight schedule and diverse requirements meant that every team member had to be flexible, adaptable and able to communicate effectively to make everything run smoothly. One of my favorite moments was capturing the shots at the iconic 1111 Lincoln Road Garage — its unique architecture provided an amazing backdrop that really enhanced the visuals. Another memorable moment was when we managed to solve a last-minute challenge with a creative workaround that actually ended up elevating the final images. It’s those spontaneous solutions and collaborative efforts that make these projects so rewarding.
See more of Diego’s work on his website.
Credits
Production Company: Revolver Mexico
Marketing Sub-Director: Rafael Rosas Alonso
Marketing Coordinator: Melissa Castilla Lopez
Production House: Revolver (Paula Sommerz)
Producer: Mari Nuñez
Digitech: Alain Almiñana
Assistants: Andres Pachai, Jorge Zelada
Wardrobe Stylists: Naty Piñeda, Gabby Ramos
Makeup Artists: Sonia Reisin, Michelle Salvador
Talent Coordinator: Denise Perez
Art Director: Gastón Schwarzwald
Location Manager: Jamil Gonzalez
Craft Service: Caro Nuñez
Van Driver: Elmer Fernandez
Motorhome: Poli Productions
Further Reading
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