(Case study) — Selected work
Year
2024
Location
Madrid, ES
Role
Photography
Format
Campaign — 10 images
(Brief)
The Problem
For Clay Court, the creative challenge was to make a sports campaign feel distinctive without losing the context of the game. We approached the work as a question of brand expression: what should a viewer notice first, and what should stay with them afterwards? Rather than making every image do everything, our draft direction starts with a focused visual idea that can connect the whole story.
Brand Strategy
The organising idea was tennis whites contrasted with red clay and court markings. This gives the project a clear point of view before individual compositions are considered. For a branding client, that distinction matters: a visual system should express an intention, not simply a collection of preferences. Here, the concept creates a consistent reference point for colour, atmosphere and image selection.
The Process
The practical approach centred on photographing from the umpire’s chair to make the court part of the composition. Tennis whites on red clay, shot from the umpire’s chair so every line of the court becomes part of the picture. These constraints provide a useful framework for understanding how the work was made. Each image can explore a different moment while remaining connected to the same creative premise.
Creative Development
The key visual relationship is the graphic relationship between athlete, surface and line. We use that relationship to explain how individual choices support the larger direction. Framing, pacing and emphasis should reinforce the idea rather than compete for attention. This section is an editable account of the creative reasoning, ready to be refined with the actual decisions and iterations from the project.
The Solution
The direction for Baseline brings the work together through a repeatable visual language. The goal is coherence without sameness: retain the characteristics that make Clay Court identifiable, while allowing enough variation for the story to develop. The images below and throughout the case study illustrate that relationship between an overall concept and its individual expressions.
The Outcome
Clay Court demonstrates how a focused idea can connect strategy and execution. The value for a brand lies in making the creative direction easier to recognise, explain and apply consistently. This is a qualitative draft, not a claim of measured business results. Replace this section with the final deliverables, client feedback and verified outcomes when those details are available.
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(Credits)
Agency — Norte
Athlete — Marta V.
Retouch — Lumen Post
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