MAISON MONTIGNAC
WHERE FRENCH ELEGANCE MEETS RIO
The campaign for Maison Montignac, a renowned French watch brand, was all about an unexpected fusion: the timeless sophistication of European design and the raw authenticity of Rio de Janeiro. As a photographer and creative director, my goal was to translate this contrast into visuals that capture not just style, but attitude.
We chose Vidigal as our backdrop—one of Rio’s most iconic favelas, where the luxury of fine timepieces meets the vibrant energy of the streets and the creativity of its people. With breathtaking views and an atmosphere unlike any other, every shot reflected the brand’s essence under the golden light of Brazil.
Directing this campaign was more than just capturing images—it was about telling a visual story where elegance and boldness coexist, proving that style is, above all, a statement of attitude.
📍 Rio de Janeiro, Brazil
The brand truly wanted
The brand truly wanted its clients to experience Brazil firsthand. We believe in showcasing the authentic elements of Rio de Janeiro and the vibrant Carioca lifestyle. We took Maison and its clientele on a journey to discover the real Rio, immersing them in the city’s soul, its iconic culture, and its breathtaking landscapes.
They wanted to be in Brazil, and it was a pleasure to showcase the country through my art. Blending the glamorous, luxurious market of Paris with the raw beauty of the favela—this, to me, was art.
BEHIND THE CAMPAIGN – CREATING & INSPIRATION
Now, I want to share a bit about what it was like to bring this campaign to life and the inspirations that fueled my vision.
BEHIND THE CAMPAIGN – WHERE IT ALL BEGAN
It all started with the briefing. But my biggest inspiration came from the same place that inspired the film City of God — the story of a young Black boy who grew up in the favela, surrounded by violence, and saw photography as a way to change his life.
That movie was the first thing that made me want to become a photographer because, in many ways, it mirrored my own story. Just like him, I found in photography not just an art form, but a path to something greater. That’s why City of God was my inspiration for this campaign—it’s more than just a film, it’s a reflection of my journey.
Wagner Morais - Photographer & Creative Creator
