A fourth-generation family company, Juvé & Camps is rooted in unbroken tradition stretching back 200 years. Firmly connected to the land in Penedès, the region where cava is produced, the brand has also been at the vanguard of innovating new techniques.

After undertaking a benchmarking study of the cava sector, the Pictoria creative team developed a bold new visual style for Juvé & Camps inspired by the combination of tradition and disruption.

We selected leading Spanish photographer and director Rita Puig-Serra Costa to bring this concept to life. Rita’s body of work focuses on identity and how it evolves and is redefined over time. Together with her fresh approach to capturing light, this made her an ideal fit for a legacy brand that has evolved to modern markets.

Art direction was a key part of our studio shoot, and through careful pre-production planning we were able to run photography and film units in parallel to optimise resources and generate a rich pool of content that was elevated even further by our video editors and photo retouchers.

The result: a suite of campaign key visuals, lifestyle and gastronomy photography, video capsules for social media, and a fresh new brand video.

Client: Juvé & Camps
Artist: Rita Puig-Serra Costa