Guillermo Suárez of Kritico Pro: Photography helps to build a brand concept

For Guillermo Suarez, General Director at Kritico Pro, photography is an essential element for creative pieces. “Photography is super important for advertising; it helps in building a brand concept” he explained to PRODU. With 15 years of experience, Suarez highlights that the first thing a consumer sees is the photo, how you sell it, how you position it. Technically the discourse must be built, that goes from the color to the way you’re going to build the scene, sell and assemble the story.” “You have to give consumers something that is close to them. Advertising has to stop being cold of selling something, instead it must accomplish to be fake and real. The more real and accessible, the better.” The photographer hallmark will be in how you present the scene, how you create the story. “If you have to give a cinematographic look, or saturate it with colors, or black and white. The hallmark comes before the photographic technique, like from the emotion, managing the feeling and building” he said. In his case -he said- he is beginning to do a discourse based in feelings, in emotions “that always sell.”