Client: Digital FEMSA
Brand: Spin by OXXO
Project: Payments | VISA Photo Campaign
Photography: Cosimo Salvati
Production: Polikroma
Agency: Leo Burnett
Post-Production: Gabriel Islas
Photography Assistants:
• José María Carrasco
• Jordan Rodríguez
Hybrid Real Photography — Everyday Life, Elevated
Real talent and products shot in studio, blended with AI-crafted backdrops to create everyday scenes that feel clean, contemporary and visually elevated.
Before / After
Cashless Moments
Intro
Spin by OXXO needed a visual world that could make everyday payments feel effortless, modern and distinctly Mexican. My role was to design and photograph those moments with a clean, cinematic sensibility — mixing real photography and AI-crafted backdrops to build a seamless, scalable campaign.
The Brief
The goal was to show how easily Spin by OXXO integrates into daily life: paying at the corner store, buying flowers, grabbing tacos, checking out at the supermarket, or tapping in on public transport. The images had to be instantly readable for OOH, POS and digital, while keeping a warm, human tone grounded in reality.
Visual Approach
Each scene was constructed around the gesture of payment — hands, terminals and everyday objects framed clearly in the foreground. Lighting stayed soft yet directional, enhancing texture on skin, card and devices. Color choices followed Spin’s palette, balancing brand clarity with natural, familiar environments.
Hybrid Real Photography + AI Backdrops
To achieve consistency across multiple environments, we worked with hybrid setups: real talent and props photographed in controlled studio lighting, combined with digitally crafted backdrops for Metro, Metrobús, retail aisles and specific store interiors.
The goal wasn’t to “fake” spaces, but to gain precision: perfect perspective, clean compositions, and backgrounds that support the action without visual noise. This method allowed the campaign to scale easily for future adaptations, OOH and animation.
Casting and styling were intentionally honest: real textures, simple clothes, natural looks. Locations reference real routines — the taco stand, the evening commute, the morning coffee run, the supermarket checkout.
The result is a visual narrative where Spin by OXXO becomes part of everyday life, not a disruption: fast, intuitive and designed for the rhythm of the city.
Everyday Mexico, Seamlessly Cashless
Before / After
A set of before/after comparisons showcases the hybrid workflow — blending practical elements with crafted backdrops to maintain realism, lighting continuity and brand color harmony.
