BP
From selling fuel, to fueling life.
As Art Director for BP’s social media photographic content, I was tasked with creating a visual approach for a product that is not inherently “sexy” - fuel.
The challenge pushed the team to look deeper, so we visited several gas stations to observe real life in action. And what we found was unexpected: these places weren’t just stops for refueling cars, but also for refueling people. Regulars came for coffee breaks, kids walked in from school for lunch, families stopped with their dogs, and strangers crossed paths on their daily routines. They were lively microcosms filled with stories.
We decided to build these visuals on this truth, translating it into a series of images that celebrated the diversity and warmth of these encounters.
Visually, the concept focused on authenticity and connection: natural light to evoke openness, vibrant color tones to mirror BP’s brand energy, and candid, dynamic compositions that placed people at the heart of the narrative. By framing the gas station as a social hub rather than a mere pit stop, the images reframed the brand experience - from selling fuel to fueling life.
BP
Fuels life, whether on the road or at home.
We worked on a complementary photoshoot to our in-station shoot - this time set entirely
in the home.
In both productions, one of the goals was not only to highlight BP’s own services, but also those of their partners: Uber Eats, Pingo Doce, and Too Good To Go.
The creative concept for the “At Home” shoot was to show that BP’s impact extends well beyond the gas station forecourt. Through these partnerships, the brand facilitates services that seamlessly integrate into everyday life - from grocery deliveries to fresh meals and food-saving initiatives.
Visually, the imagery embraced warmth, comfort, and relatability, capturing authentic family moments and relaxed interactions. Natural light, cozy environments, and inviting colors worked together to convey the ease and convenience these services bring, reinforcing BP’s presence as a brand that fuels life, whether on the road or at home.
Client BP Portugal Agency WyCreative
Art Direction Maria Fragoso de Almeida
Photography Francisco Craveiro Production Daniela Serra
Project Management Rita Pereira
2024