Hasselblad proudly announces the latest addition of Anna Devís and Daniel Rueda as Hasselblad Ambassadors

The concept of teamwork is rooted in their DNA. With Daniel’s experience as an architectural photographer and Anna’s creative background from being a painter and an illustrator before becoming an architect, their combined efforts create fun and surprising images far beyond conventional architecture photography.

Their creative process is very handcrafted. Whether it is a personal project or a commissioned work for a brand, everything starts with a sketch. Anna and Daniel sit together and brainstorm whatever it is they’re working on and, while doing that, Anna translates those first concepts into little drawings. These sketches help them figure out how to turn their ideas into reality, acting as the blueprint for their final image. In this part of the process they find out exactly what needs to be produced for their shot, like a human-sized Tetris piece or a rainbow-coloured paint roller, for example. All of their props are handmade and besides some basic image processing in Hasselblad Phocus, they create these surreal scenes without the use of photo-editing software. Instead, Anna and Daniel carefully set the stage in real life using all sorts of everyday objects, colourful outfits, unexpected locations, and tons of natural light. 

“We found Hasselblad’s X System at a point in our careers when our previous camera couldn’t keep up with our demands anymore. Getting into fine art photography, we felt like we had outgrown full frame cameras, but at the same time medium format photography seemed to be a dauntingly large jump for us! We believed larger format cameras were heavier and more difficult to set up. Luckily for us, the X1D-50c proved us wrong. So much so that we can no longer picture ourselves working with a different system!” says Daniel. 

Recently included in the Forbes Europe 30 Under 30 list for "the inventive use of everyday objects and the bright natural light of Spain" in their photography, the duo’s unique and unmistakable style has also led them to work with brands such as Netflix, Disney, Facebook and Pantone, among others. In addition, their work has illustrated festival posters, book covers and has been published in numerous publications such as Surface, Marie Claire, Glamour, and El País newspaper.

Visit  www.hasselblad.com/ambassadors/anna-and-daniel/  to learn more about Hasselblad Ambassadors Anna Devís and Daniel Rueda and see images from some of their projects, as well as  www.hasselblad.com/heroines/anna-devis-heroine/, where Anna was featured as a 2019 Hasselblad Heroine.