So Maria, thanks. We're back with you again.

I promise this is the last question I'm going to ask you.

So Maria, as a creative director but also as a graphic designer,

how do you tell the brand's story through images?

Now obviously, there are many different elements or many different tactics.

We're sort of focusing specifically on image-making.

So as a graphic designer,

how do you tell the story through images?

What is the thought process you go through?

You know every process is different.

And as a graphic designer, it's a very intangible thing to explain.

It's a series of responses of information.

So specifically, if you're working in a concept,

you do have in front of you how the other brands are executing their concepts.

So you [inaudible] are going to try to find a different way to do it.

Depending on the tone,

you decide if it's going to be photography,

if it's going to be illustration.

Sometimes, you're focusing on

the typography and you try to tell the story with typography.

Currently, I'm trying to look for other ways to

execute other than just photography or illustration.

There's many plastic ways to express an idea.

You could do it through a sculpture.

You could do it through just typography like I said.

The kind of place to go usually is photography,

but we're trying to break that and we're trying

to open up to different ways of execution.

But it's a process that is very intimate and sometimes,

you don't know when you're making choices. It's like life.

You make the choices that you think are going to be best,

more fun, more unique.

And the goal really is to create something that nobody has seen before.

So if we speak specifically of photography,

when you're creating a brief for a photographer,

what are those elements that you might communicate to

the photographer about how you want to

create the look and feel according to the story that you want to tell and going

according to the brand positioning and the concept?

So the process goes first,

you choose a photographer that you think can

achieve and can get the the story that you want to tell.

And you choose the photographer because there's a specific style that they have.

And, you know, it's a conversation,

it's a collaboration process.

So in my case, I don't really dictate anything.

I just showed them the concept.

What do I want to communicate and then I ask back for ideas from them.

So for me, the photography is part of the process, another creative.

But on the execution of the images,

I don't think that way anymore.

I don't think about how am I going to execute this image.

I think about how I want to communicate the idea.

For example, in the case of Tok Tok,

if it's about street food,

what I have in my head is not an image but maybe sounds and fast pace.

So probably, image is not the right way to build a campaign for them. It is a video.

That's a great point.

And what we've been thinking about doing is actually doing both photography and

video because we can actually shoot a making-of-video of the photo shoot,

but design that in such a way that we create branded content.

In other words, where we have

branded content that would be on social media that would be showing,

as you say, the sounds and that sort of chaos that we want to show.

But that would be more through the video part.

So, if I were the photographer,

what would you suggest to me to do to convey those sounds that you hear?

So, probably if we can moving image.

You can actually capture fast pace in a photography.

I will ask you to do that and I will also ask you to do something very

editorial that looks kind of like unedited.

So, it's like a picture that is took fast on the street.

It is a good picture but conveys the speed of what fast foods really conveys.

Fantastic. Thank you so much Maria.

Production Team Interviews: Creative Director/Graphic Designer Maria Haro

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

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