The advertising agency Dentsu, together with Burger King, placed their trust in MAURICIO CANDELA and his team to bring to life a vibrant campaign celebrating the beloved school tradition of Homecoming. The project came to life in the heart of Miami, using one of Burger King’s local restaurants as the authentic backdrop for the story.
The concept centered around four high school students stopping by Burger King on their way to the Homecoming party, taking a break from the big night to enjoy the brand’s latest meal offering.
To capture the right atmosphere, Mauricio Candela made a deliberate technical choice: he decided to shoot the entire campaign using an on-camera flash. This approach added an unpolished, spontaneous energy to the images, echoing the raw, candid feel of snapshots taken by friends rather than a polished commercial shoot.
The direct flash created a sense of immediacy and authenticity—harsh shadows, bright highlights, and a touch of imperfection that made the moments feel real and relatable, like glimpses into a genuine teenage night out.
Mauricio Candela's creative direction for the 2024 campaign focused on capturing those fleeting moments of fun and connection, making each image feel like a slice of real life.
Even the food was treated with the same philosophy—kept honest and appetizing without feeling overly styled or artificial. In the end, the campaign delivered an honest, energetic glimpse into the Burger King experience, perfectly aligned with the spirit of Homecoming: friends, freedom, and real moments worth remembering.
