The inspiration came from something as simple, and as real, as our everyday life. From that time when we were living in the city and the hours felt shorter than they should. We balanced our jobs in multinational companies with this project that was just beginning to take shape, trying to fit in workouts, social plans, calls, coffees, dinners and, somehow, also sleep.
We always say we don’t know how to give things up.
And it’s not a cute phrase: it’s almost a design flaw, though one we carry with humor. We’re ambitious with time, exaggeratedly optimistic, maybe even naïve, convinced that a day can hold more than any calendar would approve. As if we could teleport. As if we could be everywhere at once, and fully present in all of it.
That’s where Rushing into the City comes from: from that feeling of moving fast without rushing, of moving forward without stopping, of letting yourself flow with the beautiful momentum of a day that fills up simply because you want to live it all.
When we started imagining this campaign, we knew we needed people who understood that rhythm. That way of living made of curiosity, speed and joy. Someone like Isa and Theresa.
We met them and it was immediate: friends united by a shared passion: fashion, their work as stylists, and a lifestyle that felt written for this story. They also live like this: with plans that fit together in ways only they understand, with a hunger to try new places, eat well, discover, recommend, share. They’re the kind of people who say “yes” without hesitation, who join everything, who walk through the city with intention.
We felt we had something in common.
We felt we had something in common.
That energy that carries you, connects you, spreads through you.
That way of living where spontaneity isn’t chaos, but simply how you move through the day.
But we still needed someone who could tell that energy.
Not just capture it, narrate it.
Víctor doesn’t take photos: he tells stories.
He has that eye that turns an ordinary gesture into something you pause for. Not because he tries to elevate it, but because he sees what’s behind it: the intention, the emotion, the sequence. He comes from the documentary world, and you can feel it in every image.
He’s not after a pose; he’s after truth.
He doesn’t frame a scene; he reveals it.
He was the perfect person for this campaign.
Because Rushing into the City was never about making rush look glamorous, it was about showing it as it truly feels: light, impulsive, real. The kind of movement that, when you look at it from the outside, carries a quiet poetry you don’t notice in the moment.
Rushing into the City isn’t about running.
It’s about remembering that phase of our lives when we wanted everything, and somehow, we managed it.
It’s about looking back with affection and recognizing that this energy still lives in us.
And maybe that’s why this campaign means so much to us:
because it’s not about the city as a place,
but about the city as a way of moving through the world.
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C'est Nous in París
This Is C’est Nous