06/03/2026
I’m sharing this campaign for PINTURAS COMEX, photographed at the end of January in Mexico.
During the eight years I lived there—and on every trip back since—I’ve seen Comex buckets everywhere: on construction sites, in markets, on rooftops, in workshops, in homes, and out on the street. They’re used in countless ways that reflect everyday ingenuity. Photographing scenes where these buckets become the protagonists felt like a tribute to an object that has become part of Mexico’s urban and domestic landscape.
Creating these images meant building believable situations in real locations, with real gestures and a clear narrative intention. The challenge is always the same: balancing direction with authenticity.
In this kind of work, direction becomes almost invisible. The goal is to create trust so that movements and expressions feel lived rather than performed—while light, framing, and composition quietly shape the scene without breaking its sense of reality.
Photographer : Pep Ávila
Production Company:
Agency :
CEO/CCO: Jorge Méndez .cometa
Post-production:
DGC:
Head of Art:
DC: Aldo Vera, Jacobo Hernández
Copywriter:
Art Direction: Aldo Vera
Producer:
From NT: .86 .parada.90 .guerrero
Wardrobe:
Makeup & hair:: .beauty
