Allëdjo means "visitor" in Yoruba, the mother tongue of founder Kassim Lassissi. Each collection is inspired by a destination and its culture, and Kassim had always shot the launch content on location.

For Summer 2021, the destination was Santorini. It was April, France was in yet another lockdown, and travel was off the table. I'd been working with Kassim on the brand's social media since 2020, and he asked what we could do instead.

My answer: if we can't go to Santorini, we bring Santorini to us. A green screen, the collection, a strong crew, the right props, and the rest in post-production.

The result was the "Sea, Sun, Ayé" campaign.