ale vidal

Ale Vidal

About every 3 years, I take time to reanalyze where I am in my business and how my message is being communicated online. These past 2 years were such a defining time in my work that I knew it was time to update my brand and visual presence. Not really re-brand... just truly communicate the evolution of my business and how it has been refined over these past 2 years.

Current Status:

New logo? Check. My logo was designed by Jen Olmstead (link) to introduce my current shift from "Imaginale" to "Ale Vidal." Website? Almost! It is currently in the final stages, designed by Creative Riot (link) --- who also happen to be my clients!

Aside from actually re-designing my logo, one of my favorite parts of this entire process was getting to do brand homework for myself. Part of my film process is giving my clients homework, and this time - I was on the other end. I was curious as to what kind of questions I would be asked and I think these 3 truly forced me to articulate what exactly it is that I do...

Who or what is Ale Vidal? 

My name is Ale Vidal – I’m a storytelling creative that connects brands to their audience in an emotional and intimate way. I specialize in directing cinematic, evocative content based on a brand’s worldview by producing short films and photographs. My goal is to create a story that is captivating and true – one that people can’t stop thinking about and find worthy of sharing.

What makes it special?

It makes people come alive. These films speak a language that transcend logic and so the audience is moved by the brand represented – wanting to further associate with that brand.  To me, these are the elements I focus on and transform: emotion, connection, and direction.

Why do your clients choose to work with you?

They either a) long to take their brand to another level – one that is different and creates a gripping connection or b) want to communicate a specific message (campaign) in a way that will create an emotional response with their audience.

I don't really use the word "re-branding" for this particular process of mine because it's not that my brand message or even visual identity is completely transforming. It's just that we all evolve in our business, our life stage, and who we are as people. That doesn't mean *change* per say, but life gives us clarity as time passes. I knew my current website was no longer communicating my vision moving forward and how it has already evolved. I'm a lot more focused on being a director and I believe that I was in a very photographer-centric arena where now I'd really like to expand my space to involve more agencies and other creatives. 

So that's a little glimpse into what has triggered all of this, and a process that has really been a year in the making. You should try answering those questions for your own business :) Stay tuned as we continue moving forward into this journey.... thanks for being a part of it! 

Flora Apothecary Campaign

Sooo... there was no way I could JUST post the video for this project. The amount of talent involved and the planning behind all of it deserved a closer look into not only my standard campaign process, but how exactly these ideas brew to the surface...

 1. Create Character // 

Alex May and I partnered up to dream up who this "Flora Femme Fatale" would be. We didn't base this on what our desires would be, but instead researched the visuals, the brand, and what words Nikki (my client + owner of Flora Apothecary) used to describe her process. I also had Nikki fill out a questionnaire and some of the words she used was "restoration, mysterious, mother nature, the Sacred Feminine, healthy.." Through all of this research, Alex and I decided that Flora needed to be the ultimate alchemist. Based on Nikki's summary, it felt like this character needed to come from the earth. That she created from the earth but had this air of ethereal mystery - a message of restoration and beauty.

2.  Assemble Team //

Because Flora Apothecary is product-based, I wanted to be sure to have a product stylist in addition to a creative stylist. Fawn created the most beautiful arrangements, incorporating the actual ingredients in Flora Apothecary's products. I also brought one of my favorite florists - Malori of Hoot & Holler - because she loves experimenting with blooms just as much as I do. Such a freaking talent! I was also lucky to snag Stephanie of SN Makeup on her busiest season :)

Here Alex is spraying water to create a "dripping" effect on the petals. I wanted to create a scene that the earth was waking our Flora Femme Fatale up with its drops of dew falling on her back.

Here, Stephanie is helping us create a "foraged hand" by mixing lipstick colors and loose petals on our model,  Taylor (from Ford Agency).

3. Storyboard //

This can only be made possible once the story/character is established. This is actually quite challenging because it isn't necessarily a "chronological" story. This was more of an establishment on what the Flora Apothecary brand is about and the mood, intention, and values of the company.  I do all of my storyboarding on Pinterest and specifically pin for 2 things: movement + art direction for my team. I want my team to know exactly the mood of the story by seeing the Pinterest board. After this, I pull specific images to create a seperate Storyboard that serves me as a "timeline guide."

4. Create + Communicate!

This is all about direction - which is one of the roles that I've realized is a huge part of what makes my work ...me. There's a particular way that I communicate to the model(s) I work with to get specific movements. I do this also with my team when communicating the story and character. This plays a huge role in the kind of props, fabric, and locations we use. But honestly, at the end of the day - I have to make it happen with the model. No prop or location can replace the connection I must establish with the person in front of my camera. But all of these things together? Oh, that's the magic...

With all of that said, here is the video portion of the campaign. One of my most eclectic and mysterious films to date...

A huge thanks to Mark Gabriel for post-production assistance and inspiring me to push the envelope on movement. AND a special thanks to Brooke, my studio manager, for the behind the scene photos and always ninja-style assistance the day of. Now, you MUST MUST MUST visit Flora Apothecary (link) and try her Elixirs which are my personal favorite product in her shop. I promise, hands-down, it is one of the BEST items you can have with you for travel, yoga, nighttime routine, or for any smell-like-a-garden moment you crave :)

Lavender and Lace

I've had this vision for about 2 years and finally executed on it this past September.

The last time I organized a concept shoot like this was when I did Frida back in 2011 - AHH. Remember Frida (link)?! That was one of the MOST memorable shoots I've ever done. This will be one of those too...

This shoot was featured as a Valentine's editorial on Disfunkshion Magazine (link). I love what that magazine stands for and am constantly inspired by their visuals. So honored to have this piece featured with them.

Huge, huge thanks to my team that made this happen - Hair |Jenny Strebe, Makeup |Jessica Fierro, Model | Alexandra Smith (Agency AZ), Florals | Posies Florals