For this campaign, it was important to stay close to Naïf’s identity; warm, soft and honest. We worked with young kids, some of whom weren’t always in the mood to be photographed (and rightly so). Rather than push for energy or smiles, we slowed things down, gave everyone time, and created an environment where they could just be themselves. The result is a series of quiet, light-filled images that show care, comfort and personality, in their own tempo.

Thanks to the team: Head of production / 1st AD Max • Producer Suzanne • Account manager Rogier • Director Jaël • Creative Jim • DOP Paulo • 1st AC Babet • Gaffer Bart • Setdresser Louana • Sound recordist Koos