Instagram story viewer> @efraless> Tagged

Efrain Ramirez

@efraless

3.5K

followers

1629

following

Filmmaker | Photographer
📍Barcelona

POSTS STORIES REELS TAGGED

LUV1 by @anymobility - from idea to film.

This is the story of how a blank brief became a campaign: one electric vehicle, four lives, three shooting units and a full content ecosystem.

Swipe through the creative process behind it →

Before a single camera rolled, everything was built on paper. The creative concept, the storyline, the four characters, the three narrative directions, the casting, the wardrobe, the locations and the camera language were all developed in-house by Pou Media and brought together in one pre-production deck.

Top: the idea as we pitched it.
Bottom: the film it became.

Same vision, from first slide to final frame.

Every strong campaign starts with a human truth.

Ours: nobody lives one kind of life. In a single day we switch between work, errands, family and time for ourselves, but most two-wheelers make you choose between looking good and carrying real life.

That tension became our creative starting point: make versatility desirable.

One vehicle. Four lives.

We wrote the story around four characters, each living a full, textured day: a couple between airport, office and padel; a parent running the morning school route; two friends escaping the city for a weekend outdoors; and a business owner moving supplies across town.

The bike is never the hero. It’s the constant that makes each life flow, and the thread that ties the four stories into one film.

We designed the look before we picked a single lens.
Real places, real people, minimal artifice.
Natural light only, no studio.
Warm neutrals as the base palette, with the bike’s colour as the accent in every frame.
Skin tones left honest and ungraded.
The goal was to shoot the LUV1 like a well-designed object in its natural context: with intention, and with restraint.

Three decisions defined how the film feels.

Camera: close to the action, so you’re inside the moment rather than watching it; wide enough for the city and the landscape to become part of the story.

Light: reality as it is, natural and unforced.

Sound: music and real-world sound woven together. We planned scene by scene when the music leads and when the sound of the street takes over.

3 days. 3 units. 14 crew. 8 ta

64

22

CIAO IA 🍋 @iathelabel_ 🍋

Photographer @andres1leon
Production @volyagency
Art direction @olyavoleva
Talent @arev_dus
Video @efraless
Stylist @alejandrlozano
Photo Assistant @ainateva
MUAH @irarimakeup
Retoucher @retouchn
Runner @yan_yurievich

#summer #campaign #fashion

3

8

still learning, still moving, still figuring it out ✌🏼

171

31

El resultado? ⌚️

Nueva colección LEGEND de @mareawatches
con @fernandogilact
en @bcnestudiofotografico

Starring @fernandogilact
Photo @andres1leon
Video @efraless
Producer @olyavoleva
Lighting @hectorconesaj
Muah @carlaegea.makeup
Art direction @volyagency
Production @mareawatches @lara_rojo2
Location @bcnestudiofotografico

#bcnlocations #bcnstudio #rentalstudiobcn #bcnestudiofotografico

26

6

Detrás de cámaras del último shooting de la nueva colección LEGEND de @mareawatches con @fernandogilact
En resultado...en breve ⌚️

Location @bcnestudiofotografico

Starring @fernandogilact

Photo @andres1leon

Video @efraless

Producer @olyavoleva

Lighting @hectorconesaj

Muah @carlaegea.makeup

Art direction @volyagency

Production @mareawatches
@lara_rojo2

#bts #rentalstudiobcn #bcnestudio #bcnlocations

23

8

some snippets from life lately🪩💘

180

30

Prendre’s una Free Damm té més avantatges dels que et penses 🫱🏼‍🫲🏻🍻

34

7

@efraless 🖤 @noir.fonce x @adidas_es 🏎️🏎️🏎️ @principeder

3

14

🍋💃🏻🪩

#model #modelingphotography #fun #creator

432

20

51

0

Sal en la piel, sol en la cara y un buen perfume 🤍

88

3

sooooo happy & grateful for this! results are coming very very soon 🤍

2k

238