PAEZ SS25

BRIEFING

For the Spring/Summer 2025 campaign, Paez invited us to explore the rich and poetic universe of Dreamscape: a collection rooted in the idea that absence can be meaningful, reflecting minimalism, softness, and a quiet kind of beauty. The concept unfolded into four distinct but interconnected themes: Absence, Camouflage, Nostalgia, and Softness.

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Each mini-theme had its own aesthetic identity and product focus, requiring a thoughtful and creative response that could celebrate their differences while keeping the story cohesive. Our journey began by defining the visual direction for each theme, crafting moods that resonated with their deeper meanings.

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CREATIVE DIRECTION & PRODUCTION

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We approached the campaign as a series of immersive visual chapters, each one a dreamscape of its own. From color palettes to casting, from light to texture, every choice was intentional and rooted in emotion.

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Together with our incredible collaborators, we assembled a dream team for each scene. Locations were carefully chosen to reflect the soul of each theme, and the days were filled with long hours, many moving parts (and equal amounts of joy, connection and creativity).

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A highlight of this production was the live behind-the-scenes coverage BY @tribea, captured for the first time in our Paez journey. This addition brought a raw and contemporary layer to the campaign, sparking curiosity, increasing transparency, and letting the audience experience the magic in real time.

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THE RESULT

A campaign that lives across four different worlds, yet feels deeply united. A visual story that mirrors the spirit of the collection: emotional, playful, poetic, and rooted in the idea that comfort and beauty can go hand in hand.