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news | 23.09.2021

NEW at GoSee : CYRIL MASSON, photographer and director from Paris; we present you his FIFA 22 campaign featuring soccer superstar Kylian Mbappe

French soccer player Kylian Mbappé Lottin is a striker and is currently under contract with Paris Saint-Germain in Ligue 1. The player in the starting lineup of the French national team won the World Championship in 2018 at the age of nineteen and was also chosen as the best young player of the tournament. EA SPORTS writes : “Bondy’s wunderkind returns to the cover of FIFA 22 after another record season at PSG. Mbappé ended last season as the youngest player in Ligue 1 history to be chosen as the top scorer for the third consecutive time. This is our cover star.”

For the latest FIFA 22 campaign, the uber-soccer player was photographed by CYRIL MASSON for EA SPORTS. The executive agency was Cinco Design with CD Terence Hobson. Due to the player’s extremely tight schedule, they only had a very short window for the production, and that of all things on a cold and windy, rainy day. As it happens, Kylian and Cyril had already worked together successfully in the past so that their good chemistry helped deliver the desired result – despite adverse weather conditions.

For Cyril Masson, the shoot was very special : When I was 25, I played FIFA a lot (still playing a bit but more kids to manage…), and I also got to shoot my first Nike campaign. Fun fact: The idea for the Nike photo shoot came to me because I was playing FIFA… Fifteen years and a lot of commercials for Nike and other sports brands later, the circle is complete with my very own cover for FIFA 22… and it couldn’t get any better than with Kylian !

FIFA 22 is an upcoming soccer simulation video game, which will be published by Electronic Arts as the 29th part of the FIFA series on 1 October, 2021. EA SPORTS is a brand owned by American video game developer and manufacturer Electronic Arts. Under the brand name, EA publishes the sports simulations it develops, including the FIFA and Madden NFL series. The brand is considered the leading manufacturer of sports simulation video games for computers and game consoles.

Paris resident and multiple award-winner Cyril Masson was approached early in his career by well-known brands such as NIKE, with which he still cooperates to this day. His collaboration with NIKE, now spanning more than sixteen years, has helped him to hone his keen eye for skillfully combining the movement and beauty of exhilarating split-second moments. He has already conceived and photographed advertising campaigns for several global players such as Lacoste, Dior, Levi’s, Adidas, Perrier, Chanel, Tag Heuer, Samsung, etc. Besides photography, he is also passionate about film. Today, he works with creative agencies such as Publicis, BETC, Ogilvy, AKQA, and others, both as a photographer and director to create eye-catching images. GoSee : ea.comcyrilmasson.com

Brands : Nike / Adidas / Lacoste / Dior / Chanel / Lancôme / Levi’s / Google / Samsung / Tag Heuer / Paris 2024 / Off White / Jordan / Huawei / Guerlain / Perrier / Replay Jeans / Peugeot / Helena Rubinstein / L’Or Espresso / Le Coq Sportif / Garnier / Panasonic / Sanoflore / Vichy / Patagonia / BNP Paribas / Unilever / Playboy / Four Seasons / Mumm / Moet Henessy / Disney / Skyteam / Gili Lankanfushi / Bakker / HSBC / Société Générale / Canal + / Petrole Hahn / Tour de France / Unibet / Timberland / Episod / PSG ...

Advertising agencies :  TBWA / BUZZMAN / Publicis / AKQA / BETC / RGA / Willie Beamen / Leg / DDB / Prodigious / Gang Films / RITA Films / Duke / Auditoire / Saatchi & Saatchi / Ogilvy / MNSTR / Players / Fury …

Celebrities :  Michael Jordan / Buzz Aldrin / Kobe Bryant / Carl Lewis / Neymar / Virgil Abloh / Kylian MBappe / Kevin Durant / Cristiano Ronaldo / Novak Djokovic / Roger Federer / Nadal / Emily Ratajknowski / Bella Hadid / Ning Chang / Natasha Liu / Serena Williams / Alexander Zverev / Mariah Sharapova / Michael Johnson / Zlatan Ibrahimovic / Kyrie Irving / David Beckham / Laure Manaudou / Florent Manaudou / Gianluigi Buffon / Marquinhos / Edison Cavani / Presnel Kimpembe / Danny Alves / Thierry Henry / Ladji Doukouré / Reece Prescod / Vincent Clerc /  Kad Merad / Elsa Zilberstein / Caster Semenya / Marco Verratti / Harry Kane / Alice David / Kevin De Bruyne / Renaud Lavillenie / Raphael Varane / Greg Van der Wiel / Dan Carter / Rose Bertram / Thiago Silva / Javier Pastore / Sabrina Ouazani / Mamadou Sakho / Kevin Mayer / Mø / David Luiz / Gregory Dimitrov / Louise Trotter / Alexandre Vauthier / Ricardo Tisci / Winnie Harlow / Arnaud Assoumani / Elodie Clouvel / Clarisse Agbegnenou / Boris Diaw / Teddy Riner / Tony Parker / French Rugby Teams / French Handball Teams / French Football Teams / French Olympic Teams …

Client: EA Sports
Agency: Cinco Design
Photography: Cyril Masson @_cyrilmasson
Production Partners:
First Light Productions (NYC) / Nicole Hektner
360 Creative (Paris) / Flore Biet & Thibaut de Longeville
Styling: Victorian Mesenbrink & Joy Sinanian
Photo Assistants: Jérémy Josselin & Tanguy Ginter
Sports Choreography: Andy Ansah / Sports on Screen
Retouching: Happy Finish
Thanks to Kilian’s team / PSG / EA Sports


news | 23.09.2021

TV drama series and BALMAIN Channel 4 cooperation ‘Fracture’ is now on air – and NOW OPEN presents you the BALMAIN F/W ‘21 campaign by photographer AN LE

An Le x Balmain F/W ‘21 FRACTURE is a brand-new, five-part drama series produced for Balmain in collaboration with Channel 4. The series was created by Creative Director Olivier Rousteing, Michail Papadogonas and Cat Hope. Both the series and campaign stills were shot by photographer AN LE. Production took place in Mexico and Los Angeles, with post production of the motifs exclusively by NOW OPEN.

Victoria, CEO NOW OPEN : “The original artwork was printed, then made into collages and re-scanned and color graded for the final result. It was all done at our studio @nowopentv.”

Balmain took an entirely new approach to present the Fall 2021 collection for its latest campaign : Thanks to a cooperation with Channel 4, the collection was presented as part of the five-part TV drama series, which celebrated its premier on 2 September for the London Fashion Week. This collaboration marked the first branded entertainment fashion cooperation for broadcaster Channel 4 and was the first time ever that a fashion brand cooperated with a TV channel in the form of an exclusive series to present clothing.

You’ll see stars appearing in the lead roles such as singer-songwriter Jesse Jo Stark, Tommy Dorfman (13 Reasons Why), Ajani Russell (Skate Kitchen), and Charles Melton (Riverdale). The mini-series sheds light on songwriter Mya (Jesse Jo Stark) and her relationships to her sister Ari (Dorfman), her girlfriend Edie (Russell), and Noa (Melton), a poet. The story is set in the outskirts of Los Angeles in a rundown motel by the name of Le Rêve, which the characters call their home. And since Balmain loves combining creations with music, the show features original songs by Jesse Jo Stark with compositions by Michael Jezerski.

“Fracture clearly demonstates Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,” says Balmain Creative Director Olivier Rousteing. “Fracture’s story, writing, acting, directing and images are incredible – I loved being able to play a part in making this happen, and I can’t get Jesse Jo Stark’s music out of my head.”

Matt Ford, 4Studio’s Commercial Lead : “Fracture is testament to the fantastic collaboration and hard work of everyone involved, and we’re really excited to finally share this incredible drama series together with Balmain. 4Studio is leading the re-invention of short-form branded entertainment, supporting the delivery of Channel 4’s Future4 strategy to accelerate digital growth. We’re looking forward to pushing boundaries together with further premium brand partners in the future to create quality content that our viewers love – wherever they’re watching.”

Pierre Balmain is a fashion company which was founded in 1945 by French fashion designer Pierre Balmain with headquarters in Paris. Particularly in the 1950s and 60s, fashion house Balmain was among the leading international fashion companies alongside Dior with elegant haute couture for women. Today, it is owned by investment fund Mayhoola from Qatar. Jean-Jacques Guével, former CEO of Zadig & Voltaire, is now the CEO of Balmain.

About – Channel 4 is the number one branded social content partner in the UK across all platforms and categories and is the only UK broadcaster to offer a slate of social-first, branded entertainment opportunities to clients and advertisers for publication across its quality, brand-safe social channels – including Facebook, YouTube, Instagram, and All 4.

About – now open creative group is a creative agency for all media and digital content. We work with our clients as creative partners to produce successful campaigns that generate industry acclaim and achieve global success while providing high-end service with relevant aesthetics from traditional visuals to animation. Our team specializes in stills, film, moving images as well as creative content for the luxury, lifestyle, advertising, and entertainment industries.

Besides AN LE’s wonderful artwork, we also have the trailer for you. GoSee : jessejostark.com & balmain.com & channel4.comfractureseries.comnowopen.tv


news | 23.09.2021

The sound of a new generation – Peter Kaaden photographs Hamburg shooting star singer Zoe Wees (Control) for GLAMOUR Germany with styling by Sakia JUNG c/o NINA KLEIN

Own your style. German singer-songwriter Zoe Wees became a global success over night. Her song ‘Control’ has already been viewed 50 million times on YouTube alone. Zoe discovered her love for music at the age of fourteen. Her music teacher Nils Bodenstedt, today her manager, discovered her talent and nurtured it early on.

At the beginning of 2017, she participated in the fifth season of music casting show The Voice Kids. In the Blind Auditions, Wees joined the team of pop singer Sasha. In the Sing-Offs, the third of five stages of the competition, Wees was eliminated. During the casting show, Zoe Wees met British singer-songwriter Ed Sheeran, who was quite impressed by her : “Zoe has a voice that just keeps pushing forward, and she has a special aura.” He was right.

For GLAMOUR Germany May 2021, Darling Zoe was photographed by Peter Kaaden. Styling: Sakia JUNG c/o NINA KLEIN. GoSee : youtube.com & ninaklein.de