LET'S PLAY

This digital campaign for Alphonse Maître Pierre, haute couture creator, explores the dialogue between technology and humanity. Through four distinct capsules, we narrate the ambiguity of mannequins within the fashion world. Each chapter embodies a form of digital nostalgia, questioning our relationship to image, identity, and personality in the universe of fashion. By merging innovation and emotion, the campaign sheds light on the tension between what is real and what is constructed, inviting the audience to reflect on the future of couture.

A perpetual catwalk, an artistic yet artificial performance unfolding against the backdrop of a digitized nature. The model is condemned to walk endlessly within a parallel universe both materialistic and digital, embodying the tension between reality and virtuality, humanity and machine. This narrative becomes a metaphor for the fashion world itself, cyclical, mesmerizing, and suspended between authenticity and simulation.

A reflection on image and personality. A distortion of self-perception leads us to question the perpetual staging of our identity. Through this blurring, the boundary between authenticity and representation falters, revealing how our personality is increasingly constructed with digital tools, sometimes making us forget the very essence of our soul.

A plunge into a labyrinth, a perpetual repetition, a whirlwind where our character is led to multiply, to demultiply again and again, endlessly, until the very alteration of their own image.

We have also created a bold photo series inspired by the unique universes developed for our films. This disruptive collection brings each world to life, with the character fully embracing their role and identity within every story we tell.

Client: Alphonse Maitre Pierre / Agency: Daydream / Production: Creative Doing x Soldats / Director: Guillaume Allantaz