What would be your criteria for a unique fashion advertisement?
A campaign is a matter of seduction. Therefore, the first step is to look for the embodiment, not to be confused with the target; and to keep it very personal but not to the extent maybe where »they’ll get it in 15 years« either. You should also always be in touch with reality. We believe our work to be successful when our involvement becomes invisible.

Franck Durand interviews for Previiew

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