Context and starting point

AXA Seguros wanted a campaign that speaks directly to México’s pequeñas y medianas empresas — the corner minisúper, the neighborhood salon, the new restaurant — businesses starting out and pushing forward. The brief was simple and ambitious: show trust and proximity without staging the life out of it. How we did it: We photographed in working spaces across CDMX (Minisúper Víctor Hugo in Roma Norte, Estética Boston in Santa María la Ribera, and VOLPE in Roma) during live rhythms — opening prep, first clients, evening service. Natural light where it sings, augmented with soft wrap and disciplined negative fill so skin, product, and signage hold together. We kept blocking nimble to respect flow, and framed for mobile clarity with copy‑safe space for AXA’s message to land. The texture is the story: tile, chrome, glass, neon spill, hands in action. 

Results and output

1 hero KV plus 10–14 lifestyle stills across trade moments (stocking, cutting, serving). Deliverables include modular crops (1:1, 4:5, 9:16) and an alt‑text pack naming action, trade, and setting so the set reads consistently across web, OOH, and social.