Francisco De Deus: Primed and Ready

Photographer and ADC Member shoots for Amazon's annual sale

Today is Amazon Prime Day, when millions of online shoppers all stare endlessly at their computers, constantly refreshing their browsers in order to score the very best deal on bulk quantities of sex lube.

This is the second year of the online retail giant’s event, and Leo Burnett Toronto tapped the talents of New York-based photographer and enthusiastic ADC Member Francisco De Deus to help promote the day. We caught up with Francisco to ask him about his involvement in the campaign.

How did this project come about? 

I was recommended to Leo Burnett Toronto by my rep VISU for Amazon Prime Day’s campaign (using the sets built by Hornet Inc and directed by Peter Sluszka). This was our first project together and it was great fun collaborating.

Our preparation for the stills involved envisioning what were the best ways to show this wonderful cardboard world in all it’s grandeur while still being able to tell all the little stories unfolding within it. Production of the stills happened right after the stop motion shoot finished, so our productions happened independently. I was extremely happy to be a part of this project and to collaborate with such a talented group of professionals.

What’s it like to create and shoot paper craft?

Paper-craft is a great medium. Every prop has small imperfections and unique textures which add to the overall charm of the work. I often make props myself for projects and paper is one of my favorite materials to work.

What’s your take  on the final result?

I love it! I feel we managed to capture the spirit of the campaign while making all the images interesting and fun.

What ridiculous deal are you hoping to scoop up for yourself on Prime Day? 

I will have my sights on the power tool section all day!

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