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The Gardening is a fictional project developed around the launch of what was imagined as Paris’s first 24/7 self-service florist concept store. The objective was to create a strong and contemporary visual universe that could support the concept’s innovative positioning through an immersive and impactful campaign.
My role focused on art direction and the development of the project’s visual concept, with particular attention paid to the coherence between identity, storytelling and imagery. I contributed to the creation of a promotional video, as well as a series of posters and advertising assets designed to extend the campaign across different formats.
The project also involved a complete audiovisual approach, including visual capture, set design, post-production and editing. An experimental dimension enriched the final outcome through the integration of AI-generated imagery using Reve AI, allowing us to explore new visual and narrative possibilities.
Through this fictional project, I helped shape a distinctive and contemporary campaign built around a hybrid retail concept combining accessibility, aesthetics and innovation.