Maxwell Fajardo, direction, editing and photography
I tell stories with light and editing. Sometimes it’s a campaign; sometimes, thirty seconds of a street in Japan.
I trained in multimedia engineering and ended up in the edit suite.
The first piece in the reel, México de mi vida, I cut as lead editor alongside director Alejandro Gatti, for the Mexico national football team. We used scenes to create a feeling that wasn’t there on the shoot: that bit of film magic is the part of the craft I enjoy most.
That’s why I rarely start with the camera. I start with what the viewer should feel, and the light, the framing and the rhythm of each cut follow from there.
I shoot with the destination in mind.
The same shoot yields the horizontal piece for the web, the vertical one for reels and the photo for the feed. It is not an afterthought crop: every frame is composed for the format it will live in.
What I do.
Every project starts with understanding what the brand needs to publish. From there I decide the format, the production and the delivery.
Brand shoot
A single photo and video production, planned from the start for every format you are going to publish. It is my main service and the starting point of almost all my projects.
Monthly content
A monthly retainer for brands that publish often. I plan the visual calendar, produce every month and keep the look consistent over time.
Advertising production
Campaigns with script, casting and direction. I coordinate whatever team is needed and take responsibility for the result from start to finish.
Architecture and interiors
Photo and video of spaces for studios, hotels and hospitality. I work with the light of each place so the image explains the project.
Portrait
Professional and model portraits. I direct the session so the result feels natural and works in every format where it will be used.
Creative direction and post-production
I join agency and studio projects to bring judgement, post-production and multi-format adaptation.
