Swiss Pristine — La Prairie

The first collection entirely new to La Prairie in thirteen years: a three-step ritual, Essence, Serum and Cream, to reveal the pristine aura of healthy skin.

Also the first project I developed with AI present at every stage of the creative process. From the initial mood to the storyboard, from the ingredients to the worlds of texture, it helped search, test, refine and evolve the ideas, down to some of the shots in the film.

What interests me most is less the tool than what it opens up in creation: precise atmospheres set very early, abstract ideas given form, and continuity kept between image, film, texture and narrative. Built step by step, in constant dialogue between creation, technology and production, and as a truly collective work.

Production: La Maison Noire
Director: Jonathan Babinard
Photographer: Benjamin Colombel

Three ingredients carry the science. Swiss Glacial Minerals, drawn from the purity of the Alps. HyPower LP52™, a patented complex at the heart of the collection. And the Exclusive Cellular Complex™, the signature of the house since its beginnings.

The image follows the formula: ice, light and water as the material of the campaign, and textures filmed as closely as the skin.