How do you break free from the clichés sometimes linked to Formula 1 while keeping to the brand identity? For Baillat Studio and photographer Martin Laporte, the way to create strong promotional pieces was by adding mystery to the images, giving them a highbrow aesthetic and masking stereotypes, all while racing within the bounds of the Sous-Bois.
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A Baillat Studio Project.
Creative Direction and art direction: JS Baillat
Photography and art direction: Martin Laporte (Leloi)
Stylist: Cary Tauben
Hair design: Andrew Lee
Design: JS Baillat & Louis Dollé
Animation: JS Baillat & Olivia Chan
Production: Alexandre Brosseau & JF Gervais
Models: Frédérique Carignan & Jamine Legault