Between strategy, aesthetics and production, 14 Agency Barcelona develops a visual language that consistently redefines automotive communication. At the center: Andrea E. Laporta D., Head of Photo at the internationally operating creative agency.
Originally from Venezuela and coming from a background in graphic design and art direction, Andrea has been shaping the visual identity of 14 Agency for almost a decade. In her role, she oversees the photographic direction – from initial research through casting, lighting, styling and location to final postproduction. She works closely with international photographers, discovers new talent and accompanies productions down to the finest detail.
What sets her work apart is a strong sensitivity for image-making beyond classic automotive codes. Andrea thinks in atmospheres, references and cultural contexts – shaped by her international background, her time in New York and Australia, as well as her ongoing curiosity for art, fashion and visual culture.
14 Agency was specifically designed to centrally manage the global marketing and communication activities of SEAT and CUPRA. As part of DDB Worldwide within the Omnicom Group, the agency works in close integration with the brands and sees itself not merely as an external service provider, but as an integral part of brand development. Its services range from traditional advertising to digital strategy, social media and content and campaign production. The agency follows a clear mindset: “No es la meta” – not the goal, but the continuous process of evolution is at the core.
A recent example: for CUPRA, the team developed an experimental project around the showcar “Tindaya.” Instead of a traditional staging, the vehicle was experienced through hypnosis – with speed, space and driving sensation first imagined, then translated into AI-generated visualizations.
Agency: 14 Agency.
Client contact: Patrick Sievers, Jordi Torrente, Alexandra Ferstl
Chief Creative Officer: José María Roca de Viñals.
Executive Creative Director: Isa Espona, CD Jenny López
Global Business Director: Alexandra Lebrero
Creative Operations Director: Paula Méndez
Social Media :Paco Moreno, Heidy Cava, Ester González
Copywriting: Esther Carrasco, Álex Porras
Art Direction: Javier Gracia, Xavier Charques
Content Maker: Nacho Pradas, Account Executive: María Bosch
Community Mgmt: Antonia Morales, Ela Praznik
Content Manager: Cristina Merino
Head of Production: Azahara Ramos, Producer: Flor Babouian
Video editing: VENI by Antiestático/Maya Michaud/Carlos Maldonado/Omar Pérez
Audiovisual Production Company: VENI by Antiestático
Below, Andrea shares her thoughts on image-making between automotive, fashion and culture – and how she approaches light, storytelling and the evolving role of photography today.
What does your role as Head of Photo at 14 actually look like?
Andrea: As Head of Photo at 14, I’m in charge of leading the full creation process for the brand’s imagery look and feel. That includes researching and deciding on the environment, lighting, styling, talent and acting, in other words: a lot of Pinterest hahaha. Of course, once that part is done I also supervise the production and post production until the images are fully ready. One of the most exciting parts of this role for me is working very closely with world-class and up and coming photographers and seeing how they bring my team’s vision to life.
When does an image work instantly, and when does it just look good?
Andrea: Good question, and quite difficult to answer with words because instinct and a sharp eye play a big role in here. I could say an image works instantly when you get the message right away and it evokes an emotion. Personally, I enjoy images with a certain cinematographic style, and the freshness of those that play with colour contrast.
You work with clients like CUPRA and SEAT – where’s the line between consistency and repetition in brand imagery?
Andrea: More than drawing a line, I believe that finding a balance between the brand’s essence and innovation is key. It’s about learning from what works while also pushing ourselves to find new ways of telling stories through image, ways that excite us and bring a fresh point of view.
Are you still thinking in campaigns, or is everything content now?
Andrea: The images we work on transcend the formats. They are used in campaigns as well for content, I don’t think that we can (or should) separate one from the other. As an agency, we treat our brands holistically, keeping in mind that everything we create should work anywhere, no matter the platform or format.
With AI in the mix – what still makes a photographer truly indispensable?
Andrea: Even though AI is great, it’s still just a tool. It will never replace the input and vision that a photographer brings to a project. Image creation requires a level of sensitivity that only humans can understand and translate into authentic emotions for the viewer.
What makes you say yes to a photographer right now – and what’s an instant no?
Their style has to match what we’re looking for. It’s also important that they bring their own input while remaining open to exploring different directions. We’re not looking for the typical shot that could be created with CGI, but for an image that can truly evoke a feeling.