Blending Vision: Doug Lima and Lara Guinle on Crafting Authentic Visual Content
In the landscape of visual content creation, standing out requires more than just mere technical skill; it demands a unique perspective, a keen eye for emotional storytelling, and an unwavering commitment to authenticity. Doug Lima and Lara Guinle, the Los Angeles-based dynamic duo behind the creative agency LAB185, have carved a niche for themselves by doing just that. With a shared passion for visual narrative and diverse backgrounds that complement each other, they have successfully delivered affecting campaigns for global brands and artists alike.
Doug Lima, a Brazilian-born videographer and content creator, provides more than eight years of experience in producing high-quality content for digital platforms. His background in business management, including his passion for visual storytelling, has enabled him to deliver impactful campaigns for a wide range of clients, including Microsoft, Kodak, Barbie/Mattel, Sweet Sweat, UFC, as well as Public Storage. Currently, he is an Associate Producer at Blitzy, an AI startup based in Boston, where he constructs innovative content strategies in the tech space.
Lara Guinle, an experienced photographer and visual storyteller, was born in Spain and raised in Brazil. With a background in editorial and commercial photography and also creative direction, she specializes in crafting high-quality content for brands and artists across the fashion, music, and lifestyle industries. Her journey began with a background in Fashion Business and Design, where she happened to connect with the creative process behind campaign production and ignited a deep interest in visual communication.
She has shot campaigns for Love Your Melon x Disney, Love Your Melon x Barbie, and Solé Bikes, and editorials for the Grammy-nominated musician Karol Conka for Marie Claire Brazil. She is also a photo editor for Shutterstock and the founder of LAB185.
Together, Lima and Guinle explore the complexities of the creative landscape with a mixture of experience, talent, and a shared commitment to delivering visuals that connect with audiences.
The core of LAB185’s success lies within the collaborative nature of Lima and Guinle’s creative process. “We’re constantly sharing ideas, references, and inspiration with each other, so we’re usually in sync when it comes to the creative process,” Lima explains. This constant exchange ensures a unified vision and allows them to build upon each other’s ideas, resulting in dynamic and intentional creative output.
Even when differing perspectives arise, trust and mutual respect bridge their decision-making. “When we do have some different ideas or directions, there’s a lot of trust; so we both know how to give each other space and by communicating effectively with each other by strengthening our perspectives,” said Guinle. “That back-and-forth keeps things fresh, and it helps us stay relational, being open to any new ideas where our working process happens to take us.” This ability to navigate conflicting viewpoints while remaining open to any new productive ideas is a key component to their ability to deliver innovative and meaningful content.
LAB185 was born out of a desire for creative independence and a firm strategic career transition. As Guinle channeled herself from the fashion industry to focus more on photography, she recognized the potential of establishing her own company.
“When we decided we would like to live in Los Angeles, Lara was switching careers and investing herself more with photography and by being less involved with fashion and then decided that investing in her own company was the most optimal way to go – it was in 2016 and in 2017 we decided to move to LA so that she could run the company,” said Lima. “Shortly after, we decided to join forces.” This marked the start of an impactful partnership, combining Guinle’s photographic expertise with Lima’s videography and thorough business cognition.
In a market populated with content studios, LAB185 sets itself apart through its personalized approach and commitment to quality over quantity. “We’re a small ‘studio’ by choice, and that allows us to stay firmly hands-on and personal with every upcoming project,” said Guinle. “We’re not just about mass-producing content — we take the time to understand each client’s voice and build visuals that actually feel true to themselves.”
Their unique mix of creative backgrounds and formats further distinguishes them. “What sets us apart is our blend of creative backgrounds and formats — we bring film, digital, video, photography, and design all into one process,” said Lima. This integrated approach allows them to offer a comprehensive suite of services, ensuring a cohesive and impactful visual narrative for their clients.
LAB185 fundamentally prioritizes the emotional impact of their work. “At the end of the day, we care just as much about how something feels as how it looks — and our clients come to us for that balance of aesthetic and emotion,” said Guinle. This focus on creating content that resonates with viewers on a deeper level is a characteristic of their success.
LAB185 has been involved with a diverse range of high-profile clients, including Solé Bicycles, Sports Research, Sweet Sweat/UFC, MAGIC!, Gee Rocha, Love Your Melon, QALO, and including Homesick. When asked about some of their most memorable projects, several stood out.
The campaign for QALO, a brand known for its silicone rings, was particularly challenging and rewarding. “One that really stood out was a campaign we shot for QALO. It was a full content package — website photos, a CTV ad, and social clips — all produced over a number of four days in New York City,” said Lima. “We split the shoot between lifestyle street scenes and within two studio days, working with a big team and a diverse group of talent doing everything from skateboarding to climbing and running. It was a huge opportunity, but it was incredibly satisfying to see it all come together.” The project conveyed their ability to manage complex productions and deliver a comprehensive content package that effectively captured the brand’s essence.
Working with the band MAGIC! provided an opportunity for creative experimentation. “Shooting with MAGIC! was another favorite; we filmed them during a live show at a Marc Anthony event in LA,” said Guinle. “They gave us full creative freedom, which made it fun to experiment with different camera lenses and even mix stills into the final video. That kind of trust really lets us do our best work.” The band’s faith in them allowed Lima and Guinle to push the limits of their creativity, resulting in a dynamic and engaging visual experience.
The Solé Bicycles campaign made them push outside of their comfort zone and into a more playful, DIY aesthetic. “Another gratifying opportunity was our campaign with Solé Bicycles. It drove us out of our comfort zone in the best possible way,” said Lima. “The concept was more content creator-style, and we had to step in as the talent ourselves. We got to experiment with a 3D analog camera, blend it with digital stills and video, and just lean into a more playful, DIY energy. It felt personal and super creative; exactly the kind of project we love.” This project demonstrated their versatility and willingness to embrace new creative challenges.
In the realm of fashion content, LAB185 strongly believes that visuals must transcend more than mere aesthetics. “For us, fashion content has to go beyond just looking good,” said Guinle. “It’s about creating something people can relate with, not just something to ig. Even when it’s about showcasing a product, we focus on building that visual world around it; one that feels intentional, emotional, and truly noteworthy to that brand’s identity.”
By concentrating on storytelling, and creating a visual world that reflects the brand’s identity, LAB185 ensures that their fashion content leaves a lasting impression on viewers.
In fact, Doug Lima and Lara Guinle’s LAB185 business affairs serves as a testament to the power of collaboration, creativity, and a commitment to pure authenticity. By integrating their unique backgrounds and perspectives, they have created a moving, creative agency that delivers transcendent visuals for a diverse, broad range of clients. As they continue to evolve and exceed the boundaries of visual storytelling, LAB185 is hallmarked to remain a dynamic pivot in the ever-changing landscape of content creation.
Visit their website: Lab185.com
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