the concept for the campaign was “the morning after” and it had to talk about the relationship between two young people. some of the concepts they wanted to transmit and which we took to create our campaign were complicity, seduction, naturalness and spontaneity.
the photos taken at 2 a.m. with a compact analog camera with flash under the rain were pared to seorge ghira’s. rita pons wrote the copy to explain the story. because you can’t have a morning after without a night before:
"the night came and they were alive. they felt this time would be different. changing. and they set free, running through darkness, chasing the sky and the trees and each other. the morning after, they wouldn’t know themselves. the moon gave them skin, touch, taste, strength, smell and body. and the sun burst it all".