3 SEASONS
BEHIND THE FIRST 3-SEASON CAMPAIGN
On the occasion of Samaya's entry into the 3 seasons, Virginie Rastel, Communications Manager, 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 the message she wants to convey.
Can you introduce yourself in a few words? What is your role at Samaya and what is the context of this campaign?
Virginie Rastel : I have been Virginie, Communications Manager at Samaya for a little over a year now! I immediately recognized myself in the values held by Samaya and I share this desire to convey the desire to go and sleep outside by relying on new visual codes. On the occasion of the arrival of our two new 3-season tents on the market, the Samaya OPTI1.5 and the Samaya INSPIRE2, we carried out a campaign shoot in a summer environment in March 2023. My challenge was to find a place that matches our brand image and that lends itself to the practice of 3 seasons!
What was your source of inspiration, your approach for the design of this 3-season campaign?
VR : For this campaign, I wanted to find a way to reflect Samaya's DNA in a completely different universe than the one in which we usually evolve. This summer environment is a great novelty for Samaya, because until now we have focused exclusively on the development of 4-season products. We therefore carried out our campaigns in the winter environment, with practices and a very “core” universe. I also wanted this 3-season campaign to highlight our two new products in a way that is both harmonious and differentiated since the Samaya OPTI1.5 and the Samaya INSPIRE2 have very distinct uses. The Samaya OPTI1.5 is linked to speed and lightness, while the Samaya INSPIRE2 is associated with comfort and contemplation, with the idea of taking time for yourself. Finally, we wanted to find very refined decorations, like our products. The desert environment and the beach inspired me a lot and proved to be in total harmony with our image and the period chosen for the realization of the campaign.
Why did you choose to shoot in the desert and on the beach, two contradictory places?
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VR : This opposition makes it possible to bring a real contrast with a universe specific to each product and thus reflecting specific practices. Above all, we develop equipment that allows people to live unique experiences and we work to ensure that this dynamic is felt in the visual campaign, so that the practitioner can easily identify and project themselves.
What message do you want to convey with this campaign?
VR : I want this campaign to reflect Samaya's DNA from a graphic and identity point of view, for the photos to be very identifiable and for the public to say to themselves: “That's Samaya! » without the need for a logo to identify the brand. I also hope that practitioners will be inspired by this campaign and that it will create the desire to go bivouac and take the time to reconnect with the essentials.
