“I met him when the Carhartt Store opened in Lille in 2012,” explains Sylvain when we ask him about the first approach between the two creatives, who are now partnering again to make the Carhartt WIP Winter 2021 campaign a reality. “We bonded really well and thinking about it I'm so glad that we came from different horizons,” adds Joaquim, the other artistic mind responsible for the joint project. Far from being an anecdotal fact, having known each other in one of the Carhartt WIP stores connected them (even more if possible) with the essence of the brand. They understand its philosophy, as they know the customer first-hand, and are aware of the importance that communication and visual resources play in the construction of the brand's identity.
There is no doubt that their commonalities (and their notable differences in how they face the workflow, which they highlight in our conversation) make teamwork a winning combination. A good example of this is the Carhartt WIP Winter 2021 campaign that they now present. Being a completely different campaign to the one unveiled last summer, the creative duo work on this occasion around the idea of boredom at night through highly cinematographic lighting and moody visuals in the outskirts of the city. From the haunting and meditative paintings of Edward Hopper to their favorite TV shows from the early 2000s, Bayle and Sey once again make the exploration and reflection of emotions their star proposal. We speak with them to find out all the details.