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Before the Photograph
Before the Photograph
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Building a campaign for Bawi
Building a campaign for Bawi
The process
The process
by
Jana Cantua
3
min read
Childhood memories and creating a visual world for Bawi
I have always been drawn to simple motifs. A lime, a pineapple, the colors and shapes of fruit. Growing up in my household meant being surrounded by aguas frescas (jamaica, horchata, agua de pepino, etc.). Late night snacks did not come out of a wrapper, but they were peeled and chopped and sprinkled with Tajin. I remember going to my uncle's house and the first thing he would do is offer us limonada. If we said yes, he'd walk over to his backyard, pick limes, chop them and within five minutes we had fresh limonada in our cup. Fruit was everywhere. For breakfast. As a snack. As a drink. This was what initially drew me to Bawi.
The Campaign
When I was commissioned to create a campaign for Bawi, I envisioned building a world around the fruit itself. Victor, Bawi’s founder, wanted the four-packs to be a focus but otherwise gave me creative freedom. Bawi’s motto, “True to Our Fruits,” felt like a natural starting point.
The Concept
The idea was to capture three key elements:
Lifestyle moments: Capturing natural interactions and connection with the four-packs
Hero Imagery: Creating standout visuals for the campaign
Cocktails: Showing drinks made with Bawi
At the heart of the campaign was Bawi’s connection to Latino culture and the everyday experiences that inspired the brand. We built a story around two friends who meet at their favorite restaurant to catch up over drinks. Alongside these familiar moments, we created a series of more conceptual portraits that offered a different perspective on each character.
Together, the photographs celebrated Bawi’s heritage while introducing its four-packs through a story about friendship, culture, and the magical moments in everyday life.
Our color palette
On Set
Shooting in a restaurant often means wrapping before the doors open, so we had to make the most of our time. Max, Bawi’s social media manager, was there throughout the shoot, mixing cocktails, reviewing photographs, and sharing ideas as we worked. It was a collaborative day, with little moments of spontaneity that made their way into the final images.
Behind the Scenes
Bringing the campaign to life at the restaurant.
Max setting up the Bawi cart for the final shot
The view from the inside of my film camera
A photo of a photo
The Photographs
Credits
Talent: Laura Sanchez, Francisco Rosaales
Brand Collaboration: Victor Guardiola, Max Taylor
Photo Assistant: Joseph Villarreal
BTS: Francisco Rosales
Childhood memories and creating a visual world for Bawi
I have always been drawn to simple motifs. A lime, a pineapple, the colors and shapes of fruit. Growing up in my household meant being surrounded by aguas frescas (jamaica, horchata, agua de pepino, etc.). Late night snacks did not come out of a wrapper, but they were peeled and chopped and sprinkled with Tajin. I remember going to my uncle's house and the first thing he would do is offer us limonada. If we said yes, he'd walk over to his backyard, pick limes, chop them and within five minutes we had fresh limonada in our cup. Fruit was everywhere. For breakfast. As a snack. As a drink. This was what initially drew me to Bawi.
The Campaign
When I was commissioned to create a campaign for Bawi, I envisioned building a world around the fruit itself. Victor, Bawi’s founder, wanted the four-packs to be a focus but otherwise gave me creative freedom. Bawi’s motto, “True to Our Fruits,” felt like a natural starting point.
The Concept
The idea was to capture three key elements:
Lifestyle moments: Capturing natural interactions and connection with the four-packs
Hero Imagery: Creating standout visuals for the campaign
Cocktails: Showing drinks made with Bawi
At the heart of the campaign was Bawi’s connection to Latino culture and the everyday experiences that inspired the brand. We built a story around two friends who meet at their favorite restaurant to catch up over drinks. Alongside these familiar moments, we created a series of more conceptual portraits that offered a different perspective on each character.
Together, the photographs celebrated Bawi’s heritage while introducing its four-packs through a story about friendship, culture, and the magical moments in everyday life.
Our color palette
On Set
Shooting in a restaurant often means wrapping before the doors open, so we had to make the most of our time. Max, Bawi’s social media manager, was there throughout the shoot, mixing cocktails, reviewing photographs, and sharing ideas as we worked. It was a collaborative day, with little moments of spontaneity that made their way into the final images.
Behind the Scenes
Bringing the campaign to life at the restaurant.
Max setting up the Bawi cart for the final shot
The view from the inside of my film camera
A photo of a photo
The Photographs
Credits
Talent: Laura Sanchez, Francisco Rosaales
Brand Collaboration: Victor Guardiola, Max Taylor
Photo Assistant: Joseph Villarreal
BTS: Francisco Rosales
