3 SEASONS
BEHIND THE SCENES OF THE FIRST 3-SEASON CAMPAIGN
To mark Samaya 's entry into the 3 seasons, Virginie Rastel, Head of Communications, takes us behind the scenes of the brand's first 3 seasons campaign. Virginie gives us her thoughts and inspirations, from the original idea to the shoot, and shares with us the message she wants to convey.
Can you introduce yourself in a few words? What is your role at Samaya and what is the background to this campaign?
Virginie Rastel Virginie, Communications Manager at Samaya for just over a year now! I immediately recognized myself in the values that Samaya stands for, and I share this desire to convey the desire to sleep outdoors by relying on new visual codes. To mark the arrival of our two new 3-season tents on the market, the Samaya OPTI1.5 and the Samaya INSPIRE2, in March 2023 we did a campaign shoot in the middle of summer. My challenge was to find a location that matched our brand image and lent itself to 3-season activities!
What was your source of inspiration, your approach to designing this 3-season campaign?
VR For this campaign, I wanted to find a way of reflecting Samaya 's DNA in a completely different universe from the one in which we usually operate. This summer environment is a great novelty for Samaya, because until now, we have focused exclusively on the development of 4-season products. Our campaigns were therefore carried out in a winter environment, with very "core" practices and a very "core" universe. I also wanted this 3-season campaign to highlight our two new products in a way that was both harmonious and differentiated, since Samaya OPTI1.5 and Samaya INSPIRE2 have very distinct uses. The Samaya OPTI1.5 is associated with speed and lightness, while the Samaya INSPIRE2 is associated with comfort and contemplation, with the idea of taking time for oneself. Last but not least, we wanted to return to the very clean lines of our products. I was very inspired by the desert and the beach, and they were totally in line with our image and the period chosen for the campaign.
Why did you choose to shoot in the desert and at the beach, two contradictory locations?
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VR : This contrast creates a real contrast with a universe specific to each product, reflecting specific practices. Above all, we develop equipment that enables unique experiences, and we strive to ensure that this dynamic is reflected in the visual campaign, so that users can easily identify with it and project themselves onto it.
What message do you want to get across with this campaign?
VR I want this campaign to reflect Samaya 's DNA from a graphic and identity point of view. I want the photos to be highly identifiable, so that the public can say: "That's Samaya !" without needing a logo to identify the brand. I also hope that the campaign will inspire mountain bikers to go out and bivouac, and take the time to reconnect with what's essential.
