PRODUCTS & LIQUIDS
Born in Mar de Plata, city in the province of Buenos Aires, Argentina. Alejandro has been in love with life, its colors and forms, since he was a child. Between the ages of 12 and 14 he enjoyed replicating the works of the painter Sandro Botticelli. Soon, he found an instrument of his own that allowed him to express his love for art – the photographic camera.
Alejandro finds light to be the essence of all things. He always knew that the perfection of what can be seen could not be taken lightly. That is why he immersed himself deeply in technique, light management and image composition. Success, Alejandro believes, comes only when one becomes part of something, and leadership can only be obtained with daily commitment; accepting the risk of being the first in everything, and always giving a little more.
NATIONAL AND INTERNATIONAL AWARDS
He receives a series of awards that mark him as a professional photographer at the top of his field.
Among the highlights: Gold Medal, Luxembourg, awarded by the Fédération Internationale de l'Art Photographique, Gold Medal, Matsuyama, Japan, awarded by the Japan International Photography Federation, Bronze Medal, Japan, awarded by the International Nikon Photo Contest, 1st Prize, Santa Fe, Argentina, received in the International Photographic Hall of Santa Fe, Best Technique and Originality, Santa Fe, Argentina, received in the Photographic Hall of Santa Fe, 1st Price, Buenos Aires, Argentina, received at the Photographic Hall of Santa Fe.
Lutz Ferrando, North Commercial Bank, Austral Airlines, Argentinian Airlines, Buenos Aires’ City Bank (Art Gallery), Buenos Aires Nikon Photographic Art Gallery, Customs Brokers Center, San Martin Cultural Center, Argentina’s Baking Association, and other smaller locations.
During this period Alejandro has been working in Mexico, where he became a successful part of this country’s advertising market. Working with advertising agencies such as Anónimo, Leo Burnett México, Teran TBWA, Euro RSCG, Lowe, Pico Adworks, Richards Lerma, Arrechedera Claverol, Y&R, among others, he directed productions for brands such as Dos Equis, Cervecería Cuauhtemoc Moctezuma’s Carta Blanca and Superior; Fresca, Coca Cola’s Coca Zero and Powerade; Procter’s Naturella; Philip Morris’ Marlboro and Benson; Volkswagen; Peugeot; Seat; Chrysler; Kelloggs; Jumex; Jose Cuervo; ACT II; and more.
Now relocated in Los Angeles, working for both Markets.
Alejandro is a completely self-taught professional, with achievements highlighted by the international awards mentioned above.
With deep dedication and respect for knowledge, he was inspired by great teachers like Pablo Tosto, Romero Brest, Joshua Taylor, Jerry Uelsmann, and the emotional intention transmitted by Rudolf Arnheim. He has adopted as his own the great quote by Philip Lorca DiCorcia “Photography is a foreign language that everyone thinks they master. But few, really, have studied and practiced enough so as to excite the spectator.”
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