Client: Tissot / Agency: Creative Doing / Production: Soldats / Director: Guillaume Allantaz /

This digital campaign introduces Tissot’s new ambassador Huang Xiaoming and the iconic Chemin des Tourelles watch. We embraced the notion of the “chemin” in its literal sense, illustrating a dreamlike journey at the very heart of time. Through this poetic wandering, the campaign connects the elegance of the timepiece to a timeless narrative of exploration, precision, and imagination.

THE CAMPAIGN.

TISSOT HUANG XIAOMING

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

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.

DIGITAL BLOSSOM.

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 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.

DISTORTED.

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.

MIRROR.

I 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.

STILLS.

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

LET'S PLAY

Client: The North Face / Production: Creative Doing / Director: Guillaume Allantaz /

Brand campaign launching the collaboration between The North Face and the athlete Shen Jiasheng for his first participation on the UTMB. It was also the opportunity to launch the IKB collection with this film on the Chinese market.

IKB SUMMIT SERIES.

We used the IKB collection and its distinctive blue to make it stand out for clear recognition among other collections. Sometimes it blends seamlessly with the striking panorama, while at other times it stands apart from it.

IKB.

THE NORTH FACE x IKB

Client: Assos Switzerland / Agency: Creative Doing / Director: Guillaume Allantaz

This digital campaign highlights the benefits of the Capsule 3.3 jacket for cycling in extreme conditions. To emphasize its high insulation and technical performance, we created striking visuals shot in the majestic Icelandic glaciers. By trapping the product in a large ice cube, we built a strong visual metaphor that plays with texture and reinforces the story, showcasing the jacket’s ability to withstand the harshest environments.

TISSOT HUANG XIAOMING

THE CAMPAIGN.

TISSOT HUANG XIAOMING

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