{
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    "$type": "blob",
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  "path": "/2026/04/13/photographer-treated-heinekens-new-ad-campaign-like-a-documentary-photo-project/",
  "publishedAt": "2026-04-13T14:36:40.000Z",
  "site": "https://petapixel.com",
  "tags": [
    "News",
    "Spotlight",
    "advertising",
    "advertisingphotography",
    "documentary",
    "javiertles",
    "marketing",
    "streetphotography",
    "Read More"
  ],
  "textContent": "Amstel hired Spanish photographer Javier Tles for a very unusual type of advertising campaign for Heineken beer. Rather than set up a staged photoshoot, as is par for the course, Tles covertly captured photos of real people enjoying drinks with their actual friends, approaching the ad campaign more like a documentary photography project than a commercial project. It is a very different type of advertising campaign, especially in the era of AI-generated ads.\n\n[Read More]",
  "title": "Photographer Treated Heineken’s New Ad Campaign Like a Documentary Photo Project"
}