Rather than simply receiving a brief from an Advertising agency, photographer Mathieu César finds it imperative to be involved in the concepting stage of an idea in order to create images that convey the final message. This cohesion is clearly evident in the ‘Revolution’ campaign for AIDES, (launched on World AIDS Day) which aims to dispel fear and isolation, and reduce the stigma of HIV pathology in sexual relationships. “I love that I was able to be involved in this campaign and use my photography to share important core values,” says César.
In order to create the perfect shot for each campaign, César described the project as a balance between adventure and caution. “We were afraid that this campaign would offend people,” he says. “We needed to convey the correct message with the correct image, [therefore] I needed to catch the perfect moment when the desire and the emotions are in perfect cohesion with the position and the location.”
All four images of the campaign were created with César’s signature black-and-white aesthetic, but keeping their unity with such different scenes was a challenge. “The indoor images were shot in studio, while the diving scene was specially constructed in a studio swimming pool in Paris and the parachute image was shoot on location at the Lagon Bleu,” he says without revealing the beach’s specific location in an effort to retain its anonymity. “We managed to keep the same team, as well as the same gear on each shoot to create a consistent campaign with limited post-production work.”
Agency: TBWA Paris
Executive Creative Directors: Benjamin Marchal, Faustin Claverie
Art Directors: Sébastien Skrzypczak, Morgane Alexandre
Photographer: Mathieu César
Production : Iconoclast Image