Throughout her career, Aguado has worked with several big brands to create captivating promotional content. Her work goes beyond simple commercials, and is true art. Currently, she works with the Spanish shoe company Alvarez & Moixonet, and her videos directly contribute to the brand’s success.
“Initially, working with Alvarez & Moixonet felt like a great opportunity to learn how campaigns work inside a fashion company. I’ve learned a lot and keep learning every day,” said Aguado.
Three years ago, the company reached out to Aguado after seeing her work online, knowing she had the high-caliber skillset that they needed to take their brand to the next level. She has worked on many types of videos for them, always filming and editing. These include the “making of” videos for photo shoots, as well as a series of lifestyle videos showing different models wearing the shoes in various settings. She made a video presentation for the brand just this year, which shows, again, the perceived lifestyle of those who wear the shoes. She also filmed and edited creative videos showing the showroom and shoe collections.
“Working with Alvarez & Moixonet has been one of the most fulfilling projects I’ve done. I’ve been working with them for three years, almost from the start of the company. We created the whole image together. I filmed and edited all the campaigns. I learned a lot about how to make the audience focus on the shoes. We had to study the audience and know which type of campaign worked better. It’s has been a fun challenge to find the best tools to reach the audience. I experimented with my creativity, reinventing myself continuously to get the best results,” Aguado described.
Alvarez & Moixonet was born by the idea of reinventing a classic footwear worn by our elders. Aguado has been vital for the brand, creating all of the ideas for the videos and as a videographer, recorded the images and directed the models. Understanding both filming and editing, she utilizes her time effectively; while operating the camera and working with models, she knows how to properly capture the movement in the scenes that she will later need while editing.
“In some way, while I film, I am also editing in my head and imagining what it will look like. I always try to film in a way that will later give me a narrative result, in case I want to build a story while editing,” she said.
As an editor, Aguado puts all the pieces together to make the masterpiece. She is creative when choosing the frames that show the essence of the brand: a Mediterranean Lifestyle. She succeeds at making the video look elegant, fun, colorful, artistic, modern, creative and chic.
“I am very much a perfectionist when working in the tone, the esthetic of the video. No matter how different the models are, my videos show the same colors, style and concept. Another important factor in editing and filming is rhythm. Rhythm shows the whole idea of the brand, each frame counts. I am very selective when editing a video, you need to stay creative through the whole process and think very carefully why and when you want to cut a frame. Alvarez & Moixonet is a distinguished brand, meaning they always try to come up with something new and risky; my videos have to follow that idea. I fully adore and respect the way the company works, I believe this is later shown in my videos,” said Aguado.
The company’s concept gives Aguado full freedom to create, which she loves about working with the shoe brand. She is always coming up with different ideas and versions of how the videos should look. She edits them all, and always chooses what she thinks is the most creative and unique; the one that fully represents and empowers the brand. She allows viewers to see themselves in the shoes, wanting the lifestyle that she creates. She created the brand’s image, making her pivotal to its commercial success.
“Maria is very creative and has lots of ideas. She’s energetic, optimistic and a hard worker. She has a lot of enthusiasm, creativity, and passion for the work she puts in,” said Pedro Aguado, the CEO of Alvarez & Moixonet.
The moment you browse Alvarez & Moixonet’s website, you are immediately immersed in the video that Maria Aguado created. From the first frame, you can see her touch, and watching the video, you clearly understand the identity of the shoe brand that she was instrumental in creating.