The Smokers by

A new vision on the concept of portfolio

The Smokers is an experience of Bèla and Salvador’s work through the creation and use of viral content with an attitude, adaptable to different media and communication channels. It is an editorial series of photos and videos revolving around the social act of sharing a cigarette in between photoshoots. Bèla shoots famous and emerging models during this intimate moment, to showcase both her own and Salvador’s talents, as well as the B side of the characters she portrays. The interviews, photographs and videos were used to catch the attention of clients and other visitors, alongside a personalized newsletter we designed to send out to the photographers’ network.

We first met photographer Bèla Adler when she was collaborating with Metal, a magazine founded, conceptualized and designed by Folch. Over the years we saw her blooming within the high fashion photography scene, working for clients such as Burberry, Vanity Fair, Loewe, Spanish Vogue, Elle (Dutch), BMW, and Nike, amongst others. She now lives and works between Barcelona and New York alongside her partner Salvador Fresneda, who combines photography with interior design, transforming second hand industrial objects to rent or use them for his own productions.

Bèla and Salvador’s portfolio had to become a concept, a brand that was easy to remember. Drawing strength from their romantic and professional relationship, we turned their work into a brand in itself and named it AdlerFresneda. On the website, we put personal projects like The Smokers on a top level, introducing the photographer’s portfolio on a secondary level and enabling space for freedom and creativity. We treated videos as if they were pictures, creating a visual platform and used a combination of Akzidenz Grotesk and Freight for an elegant and modern feel. The website was ultimately featured on siteinspire (+34k followers on Twitter).