Graphis BLOG | PRESS
Daniel Hechter Paris: The Good Life We Live When We Live the Life We Want
Graphis Advertising SILVER Award Winner
"AH LA BELLE VIE"
Fashion Advertising
GRAPHIS SEARCH: AMYN NASSER
Fashion designer Daniel Hechter’s captivating campaign “AH LA BELLE VIE” from Advertising 2023, based on the idea of “The Good Life We Live When We Live The Life We Want,” captured the spontaneous combustion of everyday life, celebrating the joy and romance of living in the moment. The brand campaign, directed by Kareen Hechter and photographed by Amyn Nasser, took an engaging approach to fashion photography, capturing the impulsive spontaneity and exuberance of everyday life. From Paris to St. Tropez to Deauville, the campaign embraced the spirit of the City of Love, celebrating the love of seduction and charm, the style of all of us, and the everyday moments that make life worth living. In this blog post, we explore the details and philosophy behind the Silver-winning campaign.
By: Amyn Nasser, Photographer
AH LA BELLE VIE. QU’ON VIT QUOND ON VIT LA VIE QU’ON VEUT.
(AH THE GOOD LIFE. WE LIVE WHEN WE LIVE THE LIFE WE WANT.)
– Daniel Hechter Paris
“The brand campaign was founded on the idea of living the life we want and enjoying the good life that comes with it.
“When Kareen Hechter proposed this idea, it was apparent — no way this was a concept of ‘being staged’ with layouts. Nope! Since we were relying on my spontaneous combustion of creating immediacy, none of the models really knew what was set up.”
Impulsive Spontaneity Trés Chic Lifestyle + Charmingly Playful! Bon Chic Bon Genre!
“We created a fashion advertising campaign to include a playful love affair, the romance of life, the love of seduction and charm, and the everyday style of all of us in the City of Paris, which is the city that loves romance. Daniel Hechter, the designer, and Kareen Hechter allowed me the full scope of directing and guiding this advertising style over the course of the entire campaign and the years I shot.
“As far as the technical details, we photographed with many Nikon cameras, Nikkor lenses, Profoto and Metz flashes, and many supermodels! It was ‘fast-ly’ shot to always catch the split second! The editing was tough as every split moment was a capture! There was tons of content.”
Credits:
Production Location Studio: Pin-Up Studio, Paris, France
Supermodels: Claudia Schiffer (Actress), Yasmeen Ghauri, Antonis Fragakis, Ilonka Toppenberg, Helena Christensen, Susan Holmes McKagan, Luca
One of the Best Campaigns I art directed and shot alongside with the support of Kareen Hechter and her Father Daniel Hechter. -Amyn Nasser
Daniel Hechter Paris
Campaign
AH LA BELLE VIE
QU’ON VIT
QUOND ON VIT
LA VIE QU’ON VEUT
- Daniel Hechter Paris
AH THE GOOD LIFE
WE LIVE
WHEN WE LIVE
THE LIFE WE WANT
- Daniel Hechter Paris
How It Happened!
Creative Brief
A Brand Campaign based on: The Good Life We Live When We Live The Life We Want. (Campaign Slogan)
Impulsive Spontaneity Trés Chic Lifestyle + Charmingly Playful! Bon Chic Bon Genre!
A Fashion Advertising Campaign to include the playful Love Affair of Paris, the Romance of Life, the Love of Seduction and Charm, the Style of All of Us - Everyday - where in the City of Paris, it is the City of the Love of the Romance. Daniel Hechter, the designer, allowed me the full scope of directing and guiding this style of advertising over the course of the full campaign over 8 years.
Photographed in Paris France, St. Tropez France, Deauville France among other locations in the Worldwide Campaign over the years.
High Energy with a natural spontaneous combustion of friends and relationships not often seen in Fashion Magazines with a natural interaction. Of course, it was set up so that the set up was a set up!
Super successful Campaign across France and Paris with beautiful Catalog Books and Posters and Billboards.
AH LA BELLE VIE
Art Direction: Kareen Hechter & Amyn Nasser
Supermodel Actress Claudia Schiffer
Supermodel Helena Christensen
Supermodel Susan Holmes McKagan
Supermodel Yasmeen Ghauri
Supermodel Ilonka Toppenberg
Supermodel Antonis Fragakis
Supermodel Luca
Shot in Paris France, St. Tropez France, Deauville, South of France, Morocco, Israel, among other locations and PIN-UP Studio Paris France
Gear & Technique
35mm Film Cameras: Nikon with Nikkor Lenses
Medium Format Fim Cameras: Asahi Pentax 6x7 cm
Film: Kodak EES VPS Tri-X Plus-X
35mm Fuji VELVIA Film Stock
Lab: Special Push Process + Temperature Adjust for certain Color Tonalities some at ISO 1000
Flash Strobe: Profoto High Power Studio Strobes with Photek Umbrellas
Laboratoire photographique Pin-Up
Laboratoire photographique IMAGINOIR Paris France - Hand Printed
Portable Flash Strobes: Metz MZ
NOTES
Concept Ideas Story Models Talent Location: Kareen Hechter & Amyn Nasser
Brand Campaign: Beautiful Catalog Books and Posters and Billboards.
Image copyright Amyn Nasser | NASSER.STUDIO
All Rights Reserved.
Size: 114.3 x 76.2 cm | 45 x 30 inch | Edition TBD | 2AP 2PP
Limited Edition Substrate Size
Nikon RAW NEF
Adobe Photoshop & Adobe Lightroom
EktaSpacePS5_JHolmes JoeRGB colorspace for Transparencies
No Additional Colouring or Toning.
Light Values base on Luminance.
No Creative Commons or Derivatives Permitted.
AH LA BELLE VIE
Master Awards Winner International Photographer | Celebrity Fashion Art Nude Architecture Portrait
ART PRINT
VOYEUR NOCTURNE PROJECT
LUXE ALU Technical Details
Hand Custom Art Print: Dye Sublimation at 400ºF Super High Gloss Luxury
Hand-Cut High Grade Custom Aluminium
Available by Request: Hand Built Wood Float Gold | Black | Pewter Wedge Frame or Slim Structure. Depth more than 1 inch.
Museum Gallery Archival Edition
139.7 x 91.44 cm 55 x 36 in | 114.3 x 76.2cm 45 x 30 in
0.10668cm 0.042in thick Original Print on ALU
French Cleat Back
Timeline 28-35 days Production. Installation by request. Do Not Hang in Direct Sunlight.
Special Request subject to material availability:
- Professional Kodak Silver Metallic Endura Custom Print. Archival Pigment Chromogenic Print.
- Professional Fujicolor Crystal Archive in Glossy or Silk image dependent.
- Professional Super High Grade Hahnemühle FineArt Print Rag or Bamboo. A Unique Exclusive Paper for Unique Exclusive Art. Supreme Quality. Certified by independent institutes to be highly resistant to ageing and are vegan.
Limited Edition Substrate Size
Voyeur [a] Nocturne Project body of work is an ongoing project.
Definition: voyeur: peeper, pleasure from secretly watching; nocturne: a picture of a night scene; art
Purchase Art with Float Frame
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