AI will never replace true creativity. here’s why.
You are only as good as the people you surround yourself with.
Luxury is about craft and craft is built by talented, passionate and slightly obsessive people who bring their own vision to the table and make something greater together. You cannot prompt your way to that. Our scents are not designed by prompts. Our campaigns shouldn’t either.
This week on set for Nuit Blanche reminded me exactly why we do it this way. As creative director the greatest thing you can learn is to trust your team and then try to play it cool when they exceed every expectation.
Claire
@lancelab_
From the very inception of this brand to right here. Our videographer and producer, behind the lens and behind the scenes since day one. Watching her produce an entire shoot while simultaneously shooting on film, managing the chaos, the timeline, every little detail, and still capturing everything with such a considered eye. This shoot would not exist without her. So incredibly proud to have come this far together.
@nicholascaldwell_ it’s rare to find a creative with a genuine point of view and an eye for detail. It’s even rarer to have them as a dear friend. Someone whose passion for his craft you feel the second he walks on set, i don’t take that for granted for a second.
@julianapedrosophoto second time with us and somehow simultaneously nailing the lighting, assisting on shoot AND capturing stunning BTS. An absolute force to be reckoned with.
Jordan
@jordanandzac and
@_cloze_
casting is always the part that keeps you up at night. You’re choosing people you’ve never met, never worked with, trusting that something you saw in a photo translates to real life on set. These two walked in and every bit of that anxiety disappeared immediately. The professionalism, the commitment, the way they read the brief and just became it, they didn’t just show up, they elevated the whole shoot.
@craigbeaglehole Best in the business and i will die on that hill. Kept the entire set alive, and every single time he spun around with that look and dropped an “I’m feeling verklempt” we know we had the shot.
This is what true luxury looks like. A team.
