MACRON ONE
A cinematic portrait of movement, character and Los Angeles
Created for Macron One and starring Elisabetta Canalis, the campaign follows a day shaped by movement, energy and the distinct rhythm of Los Angeles.
Rather than treating the city as a conventional backdrop, we approached it as part of Elisabetta’s world, moving between intimate moments, physical performance and the expansive atmosphere of L.A. The objective was to create something polished and aspirational while preserving the spontaneity and personality that make her compelling on screen.
Developed with C.M. Stassel, the concept was built around Elisabetta’s relationship with the city and the different sides of her life within it. Fashion, wellness and everyday movement become fragments of a larger character portrait, connected through a cinematic visual language.
As director, I focused on creating images that felt elevated without becoming distant: controlled compositions balanced with natural movement, warmth and moments that feel observed rather than staged. The film and photography were conceived together, allowing the campaign to maintain one cohesive identity across hero content, shorter edits, still imagery and social platforms.
Produced in Los Angeles through International Creative Productions, the project reflects the kind of work I am most interested in. Bringing creative development, direction and production together to transform a brand message into a world with its own atmosphere and emotional point of view.