Cerámicas Ortiz

Cerámicas Ortiz

When Cerámicas Ortiz came to us they were in the process of rebranding and designing a new website with Isa Macías from Melon Blanc. For them we created a complete strategy for all the photographic uses of the brand -web, brochures and social media- and a big collection of images.

What we did:

Branding Photography Strategy // Web photography consulting and design in collaboration with Melon Blanc // Social Media photography strategy // Production and timing // Search for locations // Set design // Art Direction // Procurement of props // Lifestyle photography // Product photography // Video //

The goals and strategy behind this project

Cerámicas Ortiz is a family business now in its fourth generation. They are dedicated to producing and selling traditional ceramics from Granada, known as Fajalauza ceramics.

With their rebranding they wanted to consolidate and modernise their image to reach new audiences and differentiate themselves from their competitors.

When analysing their target, we saw that their ideal customers are middle-aged urbanites who value craftsmanship and the uniqueness of each piece. Their ideal client is also used to taking souvenirs from every trip and, above all, loves Andalusia.

Therefore, our strategy was to create images of high technical and artistic quality that would connect with and excite their audience.

It was essential to translate the know-how of the artisans into images and to show moments when the ceramics are enjoyed: small everyday corners or a table to gather loved ones around. The images had to convey the atmosphere of Andalusia in a modern way and away from clichés.

Production and planning

Once we had analysed the references and competitors and defined the visual strategy for the photographs, we analysed the needs of the website and the sections that needed to be illustrated. With this in mind, we planned a three-day photo shoot:

-On the first day of the shoot, we did all the lifestyle photography in different locations around Malaga. For this part of the project, we looked for rustic yet modern locations that were in line with the brand guidelines and the colours and aesthetics of the products: a kitchen, an outdoor dining table or a patio surrounded by blossoming orange trees. We also designed all the sets for these environments and bought and transported all the necessary props such as furniture, kitchenware, flowers and fruit.

-The second day was dedicated to product photography and we set up a studio in their warehouse in Marbella to have all the products available when we needed them.

-Finally, on the third day, we visited two artisan workshops in Granada to take photos and videos of their manufacturing process.

Lifestyle photography

Fajalauza ceramics are delicate and were traditionally used on festive days, when family and friends gathered around the table.

With the lifestyle photography in this project, we created these scenes of anticipated joy: the cupboard, the moments of setting the table, preparing the aperitif or waiting for the guests.

Lifestyle photography is perfect for storytelling and, by showing the product in its environment, it allows the viewer to place themselves in the scene and anticipate the pleasure of being there.

Product photography

Some sections of the website and brochures of Cerámicas Ortiz needed product photographs with a plain background and good lighting where the qualities of each piece and the decorations and finishes of the different collections could be better appreciated.

Photographs of craftsmanship

For Cerámicas Ortiz it was very important to show the process of creation of each piece to put in value the craftsmanship of the pottery of Fajalauza, which is more than 500 years old.

From working with clay to firing, through modelling and glazing, we took photographs and video that they can use for their future communications.