Behind The Scenes – Reveal campaign

Behind-The-Scenes-Reveal-campaign Samaya

Behind The Scenes – Reveal campaign

 

Samaya offers “five-star hotels in the heart of the mountains” that correspond to its new definition of luxury. The 2021 product campaign created by Samaya is the result of a meticulous creative process that led to an unexpected artistic performance. For the production of the Behind The Scenes campaign, the Samaya team called on photographer Marc Daviet.

 

 

 

THE CREATIVE CONCEPT OF THIS CAMPAIGN.

 
Between elegance and performance, Samaya boldly follows in the footsteps of the pioneers who preceded it. For a powerful connection between man and nature, the final result presents two subjects: on the one hand, the individual, and on the other hand, their tent as an essential object. This five-week consecutive campaign sets the artistic direction for the brand, while positioning the ALPINE, 8K, and ULTRA ranges within the use for which their products are intended.
 
 
. NATURAL
By relying on the essential elements of air, water, and earth, Samaya wishes to highlight the power and beauty of nature. The shell of the tent, this ancient object synonymous with freedom, is thus magnified. Furthermore, natural textures bring a particular graphic quality to the visuals.
 
 
. MONOCHROME
The photographic work carried out around monochrome aims to enhance the harmony between the tent and its outdoor environment. This method brings sobriety to the visual, with an assumed connotation towards fashion. The variation of the different colors reflects the graphic reference of each range: pink for the ALPINE range, mineral blue for the 8K range, and white for the ULTRA range.
 
 
. NOCTURNAL 
The fact that the subject is presented in a nocturnal atmosphere is not insignificant. The two essential functions of the tent are thus highlighted: protection and restorative comfort. Inspired by current trends, the intimate atmosphere invites one to pause time and enjoy the moment. This quest for contemplation – on the sidelines of action – refers to the meaning of the Nepalese word "SAMAYA," which reminds us of the value of the present moment.
 
 
. HUMANIST
The instinctive and enigmatic posture of the human being symbolizes communion with nature and a return to one’s roots. By building a bridge to the "world below," the tent is the link between the mountain and Man. In these places that were not designed for Man to rest, the tent and its protective character play a central role. Moving away from usual "lifestyle" codes, each posture of the individuals was crafted to leave room for the imagination.
 
 
. ZENITHAL
Frequently used in architecture, notably by Le Corbusier, zenithal lighting remains relevant today. It provides a certain notion of magic and gives a "timeless" aspect to the scene. The connection to nature is reinforced and becomes omnipresent. This almost supernatural lighting also allows the tent to be highlighted in a dark yet colorful ambiance, like a jewel in its night case. Thus, these innocuous but meaningful places finally come to life.

 

 

 

In the field, photographer Marc Daviet and the Samaya team proved their agility in setting up precise and powerful scenography in challenging environments.

 

 

 

Samaya2.0

SYMBOLISM: Versatility without compromise.
RANGE: ALPINE.


© Marc Daviet

 

TENT: Samaya2.0 Pink
COLOR REFERENCE: Pink
MESSAGE: The rope-team companion             
LOCATION: Haute-Savoie, France
DATE: May 28, 2020
TIME: 11:15 PM
ALTITUDE: 1856 m
TEMPERATURE: 12°C
GEAR: NIKON D850 & 14-24 mm f/2.8
AUTHOR: Marc Daviet
DIRECTION / RIGHTS: Samaya
MODEL: Léa Morand

  

 

"The photographs are refined, including few details and guiding the eye toward the essence of the image: the tent and the individual."

Marc Daviet

 

 

 

Samaya2.5

SYMBOLISM: Comfort as a signature.
RANGE: ALPINE.


© Marc Daviet

 

TENT: Samaya2.5 Pink
COLOR REFERENCE: Pink
MESSAGE: The comfort capsule              
LOCATION: Haute-Savoie, France
DATE: May 29, 2020
TIME: 01:03 AM
ALTITUDE: 1856 m
TEMPERATURE: 11°C
GEAR: NIKON D850 & 14-24 mm f/2.8
AUTHOR: Marc Daviet
DIRECTION / RIGHTS: Samaya
MODEL: Léa Morand

  

 

"During these photo shoots, Samaya thought at length about the type of lighting to set up in such a setting. The few test nights allowed us to define the renderings imagined beforehand."

Marc Daviet

 

 

 

Samaya ASSAUT2 8K

SYMBOLISM: Extreme conditions, extreme performance.
RANGE: 8K.


© Marc Daviet

 

TENT: Samaya ASSAUT2 8K
COLOR REFERENCE: Mineral blue
MESSAGE: Where life wasn’t meant to be
LOCATION: Haute-Savoie, France
DATE: October 20, 2020
TIME: 02:10 AM
ALTITUDE: 2876 m
TEMPERATURE: -12°C
GEAR: NIKON D850 & 14-24 mm f/2.8
AUTHOR: Marc Daviet
DIRECTION / RIGHTS: Samaya
MODEL: Ghislain Pipers

  

 

"On site, few images were taken (about 4-5 images per scene), with particular care given to details, the balance of the image, the framing, the posture, and the look of the objects. For a photographer, the excellence of a shot lies in the absence of retouching: press the shutter once and the image is captured. Great astonishment is then immediately felt because the concept discussed for months finally comes to life."

Marc Daviet

 

 

 

Samaya BASECAMP 8K

SYMBOLISM: Push the limits of comfort.
RANGE: 8K.


© Marc Daviet

 

TENT: Samaya BASECAMP 8K
COLOR REFERENCE: Mineral blue
MESSAGE: Comfort in unknown lands         
LOCATION: Haute-Savoie, France
DATE: October 20, 2020
TIME: 03:45 AM
ALTITUDE: 2876 m
TEMPERATURE: -14°C
GEAR: NIKON D850 & 14-24 mm f/2.8
AUTHOR: Marc Daviet
DIRECTION / RIGHTS: Samaya
MODEL: Ghislain Pipers

  

 

"For this photo session, very little post-production was done due to the good night lighting exposure. The 'only' work was noise reduction. None of these photos were taken in a studio. They are not retouched. The photographer's challenge was to build a studio outdoors."

Marc Daviet

 

 

 

Samaya ASSAUT2 ULTRA

SYMBOLISM: Lighter than light.
RANGE: ULTRA.


© Marc Daviet

 

TENT: Samaya ASSAUT2 ULTRA
COLOR REFERENCE: White
MESSAGE: Arrival at advanced camp              
LOCATION: Haute-Savoie, France
DATE: October 19, 2020
TIME: 10:10 PM
ALTITUDE: 2876 m
TEMPERATURE: -10°C
GEAR: NIKON D850 & 14-24 mm f/2.8
AUTHOR: Marc Daviet
DIRECTION / RIGHTS: Samaya
MODEL: Christophe Dumarest

  

 

For each photo session, the Samaya team and photographer Marc Daviet worked until 3-4 AM, totaling about 12 hours of shooting per session, including approaching the shooting location and setting up each scene. Like this shoot, Samaya (re)connects Man to his environment. The captured images attest to this ambition, notably through the posture of the model who places himself as an explorer who is both timeless and contemplative.

 

 

 

Designing and creating – with passion and commitment – tools whose elegance contrasts with the radical nature of their function has become Samaya's signature.

 

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