Natália Martucci at Café com Fika: Set Designs that Create Desire

Tarcila Zanatta
Oct 4, 2023
3 min read

Each product image carries a purpose. The details intertwined in the visual composition not only convey information, but awaken an emotional connection, and scenography plays a fundamental role in this process. It not only differentiates an item in the profusion of the market, but also expresses the essence of the brand and creates narratives that captivate and engage the public.

To explore this tool, essential for all brands looking for a distinct and genuine digital presence, we invited set designer Natália Martucci for a conversation at #CaféComFika. Let's go behind the scenes of creating sets for audiovisual productions and discover how Natália's trained eye transforms concepts into visual realities.

Passionate about arts and scenography since she was a child, her story took her behind the scenes at Casa Vogue Brazil, where she improved her skills in scenographic creation. Today, she lends her expertise to a variety of scenography projects for clients in the decoration sector, shaping environments that exude life and authenticity.

Was your background in scenography or did you study specifically to enter this field?

No, actually, I graduated in Social Communication with a degree in Advertising and Marketing for Industrial Design! My career in scenography was built through practical learning, especially during my first years at Casa Vogue. It was there that I began to gradually acquire knowledge and, over time, I gained more experience and confidence in the area.

What is a behind-the-scenes routine like for a set designer?

Behind the scenes of a set designer's routine, the work is marked by intense planning and a sequence of steps that are often unknown. Based on the client's brief and the understanding of their identity, the scenography begins to come to life. Even with research, detailed planning and concept creation, it is in production that we discover whether an idea works or not. Quick decisions, sharp intuition and skillful improvisation are fundamental to overcoming challenges, ensuring an interesting end result. Consideration of space, choice of objects, lighting and other details is essential to create the desired atmosphere to communicate the brand message.

What is the main challenge of your work?

My challenge is to enhance what already exists, highlighting the essence of the product. For this reason, I like to show how the product can be used, mixing elements.

I'm careful not to distance myself from the actual use of the piece: my role is to help the audience imagine possibilities, especially considering that many products are sold exclusively online.

What do you do when inspiration doesn't come? I go back to my reference sources! I leaf through magazines, scroll through profiles that captivate me and follow along until I find something that sparks an idea about how to solve that challenge. It is through this immersion that I find the elements necessary to overcome creative block.

Can you share some of your references and inspirations? I'm very eclectic, I'm always looking at references, from everything: travel, films, books, art, exhibitions, life itself, and, of course, design.

I don't stick to a specific style, I like many. And I love it when something can be unusual without ceasing to be accessible.

At the moment, I'm inspired by @kellywearstler, @studiopepe_official, @apartamentomagazine, @_arado, @fabien.cappello, @_sightunseen_, @mestizmx, @cristian.mohaded, @rrrrrr.es. Lina Bo Bardi and how she gave new value to aspects of local culture and craftsmanship, redefining the idea of luxury, is certainly a great reference. I also like to observe trends in human behavior and how this stimulates current aesthetic desires — I think this would actually be the great reference.

Finally, we share 5 tips for successful production:

Know the product: Before creating the scenario, understand the characteristics and purpose of the product to be photographed. Understanding the dimensions, colors, textures and applications makes it possible to build an environment that enhances its characteristics.
Define the concept: Establish a concept or theme that represents the product and brand identity. Whether minimalist, vintage, rustic or modern, the alignment of this concept will guide choices in terms of scenery, objects and lighting.
Colors and textures: Create a color palette that harmonizes with the product and adds engaging textures to the environment. The fusion of different materials and surfaces adds depth and visual interest to the photograph.
Size and proportion: Make sure the backdrop does not overlap the product. The product itself is the protagonist, therefore, maintaining the appropriate proportion in relation to the other elements is essential.
Details: Pay attention to significant details, such as the alignment of objects and the elimination of distractions in the scene. It's the small details that result in impactful and engaging images.