Sight in Plain Hide

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Trendy kids' clothier Petit Bateau has a new print campaign, created by BETC Euro RSCG, Paris, and shot by the U.K.'s Kiran Master (see in Italy. The objective of the campaign is to reinforce Petit Bateau's position as a symbol of childhood, according to the agency, "by presenting consumers with a new vision of children's games and imagination." So, in what may be a first in the children's clothes category, the product is not shown, because the kids wearing the clothes are hiding, as kids are wont to do. Master got the gig, says BETC, thanks to his "ability to sublimate images by playing on a full color palette," as well as his vaunted patience with children and dogs. Master is also making a splash Stateside, as of late, with a slew of ads in Microsofts's seen-everywhere "We See" campaign. On the subject of the Bateau shoot, "I was lucky to have an art director who knows about and loves photography, and a client who was brave enough to let us get on with it," he says. "The hardest part is finding locations that are not only visually strong but provide an environment for the narrative of the shot to evolve. We spent a long time looking in Paris to come up with something that we hoped would look like a moment captured and not an advertisement executed. Needless to say, the 'captured moment' is the result of a lot of people tinkering around the edges, and much carefully considered spontaneity, but if you don't see it, the picture works."

Client: Petit Bateau Agency: BETC Euro RSCG CD: Remi Babinet AD: Remy Tricot CW: Olivier Couradjut Art Buyer: Ingrid Janowsky Photographer: Kiran Master

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