CHANEL · Original Campaign Concept

A Return to Air

A film and image concept about pressure, perspective and the rare luxury of hearing yourself again.

CHANEL A Return to Air campaign concept portraitCHANEL A Return to Air campaign concept imageCHANEL A Return to Air editorial still
Concept / Intent

The idea

The concept began with a personal question: what happens when the pace and density of city life become so loud that you can no longer hear yourself clearly? The coast became a place to recover perspective.

Creative Approach

The camera carries the emotional arc from pressure to distance to stillness. Tight framing and dense sound give way to a sustained pullback, an expanding horizon and more sonic space. The stills extend the same idea through hard sunlight, natural texture, intimate detail and purposeful negative space.

MJ Perkins / 3AM — Creative Direction, Visual Identity, Imaging and Direction. Original treatment, proof-of-concept film, motion study and editorial stills.
Creative Direction · Film · Image Making

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