This is the making of of the Underwater campaign, created with designer and art director André Toledo and copywriter Gabriel Paraíso, for the spring/summer collection of BH Shopping, a shopping mall located in Belo Horizonte - Brazil.
The idea was about bringing up the sensations of summer such as heat, sensuality, and refreshment, and put them together with the lightness and delicacy of the spring season.
As a fashion campaign, we wanted a different final result from the most artificial pictures we’re used to. We wanted a result that could show the customers some of the new experience that we were passing through. So we decided not to explore heavy post production resources, to let the movements, water blur and expressions to be more natural.
Shooting underwater led everyone involved (planners, creatives, photographer, producers, model) to a new work experience. This whole new environment and the experimentation were the main guides for the approach of the campaign and how the brand decided to talk with its customers, inviting them to be themselves, follow their impulse, embrace the heat and try a new experience to feel the many possibilities of the season.