When thinking about the commercial photography, we often imagine a perfect shot of a product. Good looking clothing only looks good when it’s been photographed professionally. Yet, when looking into commercial / fashion photography, we see there is more to it than just a clean and neat shot of a product or a lifestyle.
Santiago Rueda masters the principles of composition and has an appreciation of shape, form, color and tone in an artistic manner. He approaches photography with a thorough reflection of what he wants to accomplish within an image. His imagery is vibrant and bursting with vivid colors and shadows. His visual language emphasizes the beauty of multifarious moods he achieves, be it mysterious, melancholic, or seductive. The artist gladly experiments with different techniques, pushing the boundaries of his own vast knowledge. He is equally successful in creating a narrative depicting just one scene, making us contemplate the image, or promoting a brand product.
Whether he is shooting a commercial ad or an alternative fashion image, Santiago Rueda’s sense of authenticity is present, always bearing in mind the clients’ goals and the importance of brand equity. His commercial photography goes beyond what we think a commercial photo shoot is. Yet we are able to clearly understand what is the main point of the photography itself, we clearly understand the meaning of the photo: promotion of the brand, or the fashion piece the model is wearing.