{"id":2495,"date":"2026-10-18T16:25:50","date_gmt":"2026-10-18T14:25:50","guid":{"rendered":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/"},"modified":"2026-10-18T16:25:52","modified_gmt":"2026-10-18T14:25:52","slug":"two-photos-no-filming-crew-and-no-one-saw-anything","status":"publish","type":"post","link":"https:\/\/segati.biz\/en\/two-photos-no-filming-crew-and-no-one-saw-anything\/","title":{"rendered":"Two photos, no filming crew. And no one saw anything."},"content":{"rendered":"

Early October, G-Star launched “Own the ARC” with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful fashion film, hailed as such.<\/em><\/p>\n

Three days later, in a podcast, the Longstoryshort agency shared behind the scenes: no filming in Paris, no crew. The film was almost entirely generated by AI, from two photos of the artist. Next to it, photographer Marie Wynants signed a black-and-white, analogue, very raw series.<\/p>\n

What inspires me here, <\/strong>is not the technical prowess. It\u2019s the regained freedom. Closing the Arc de Triomphe for a jeans brand, no budget could allow it. AI was not used to do it cheaper. It was used to do what was impossible.<\/p>\n

And that\u2019s the second lesson: the real for emotion, the generated for spectacle. The hybrid is no longer a compromise; it is an artistic direction. The brand chooses what it shoots and what it generates, then what it tells. As Joris Kuijpers says, the boundary between designing and producing an advertisement is blurring<\/p>\n

The question to ask before the next brief: <\/strong>what is the scene you have never dared to write because it was impossible? It might be the one you need to brief now.<\/p>\n

👉 Adformatie \u2014 G-Star lets Charlotte de Witte storm the Arc de Triomphe (but with AI)<\/a><\/p>\n

👉 Fonk \u2014 Charlotte de Witte gives the iconic G-STAR ARC a new face<\/a><\/p>\n

#AI #Advertising #Creation #Fashion #GStar #CharlotteDeWitte #Marketing #BrandStrategy<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Early October, G-Star launched “Own the ARC” with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful…<\/p>\n","protected":false},"author":3,"featured_media":2489,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"\nTwo photos, no filming crew. And no one saw anything. - Segati<\/title>\n<meta name=\"description\" content=\"Two photos, no filming crew. And no one saw anything. - Early October, G-Star launched "Own the ARC" with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Two photos, no filming crew. And no one saw anything. - Segati\" \/>\n<meta property=\"og:description\" content=\"Two photos, no filming crew. And no one saw anything. - Early October, G-Star launched "Own the ARC" with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/\" \/>\n<meta property=\"og:site_name\" content=\"Segati\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-18T14:25:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-18T14:25:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/segati.biz\/wp-content\/uploads\/2025\/07\/Segati_Le-workflow-agentique.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1456\" \/>\n\t<meta property=\"og:image:height\" content=\"816\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jean-Marc Segati\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jean-Marc Segati\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/\",\"url\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/\",\"name\":\"Two photos, no filming crew. And no one saw anything. - Segati\",\"isPartOf\":{\"@id\":\"https:\/\/segati.biz\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/segati.biz\/wp-content\/uploads\/2026\/10\/visu-16-10-26.png\",\"datePublished\":\"2026-10-18T14:25:50+00:00\",\"dateModified\":\"2026-10-18T14:25:52+00:00\",\"author\":{\"@id\":\"https:\/\/segati.biz\/#\/schema\/person\/a084f2bb9147b6baf887d25e9165dfdc\"},\"description\":\"Two photos, no filming crew. And no one saw anything. - Early October, G-Star launched \\\"Own the ARC\\\" with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful...\",\"breadcrumb\":{\"@id\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#primaryimage\",\"url\":\"https:\/\/segati.biz\/wp-content\/uploads\/2026\/10\/visu-16-10-26.png\",\"contentUrl\":\"https:\/\/segati.biz\/wp-content\/uploads\/2026\/10\/visu-16-10-26.png\",\"width\":1024,\"height\":1024},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/segati.biz\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Two photos, no filming crew. And no one saw anything.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/segati.biz\/#website\",\"url\":\"https:\/\/segati.biz\/\",\"name\":\"Segati\",\"description\":\"Consultance en management\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/segati.biz\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/segati.biz\/#\/schema\/person\/a084f2bb9147b6baf887d25e9165dfdc\",\"name\":\"Jean-Marc Segati\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/segati.biz\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g\",\"caption\":\"Jean-Marc Segati\"},\"url\":\"https:\/\/segati.biz\/en\/author\/jm_seg\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Two photos, no filming crew. And no one saw anything. - Segati","description":"Two photos, no filming crew. And no one saw anything. - Early October, G-Star launched \"Own the ARC\" with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/","og_locale":"en_US","og_type":"article","og_title":"Two photos, no filming crew. And no one saw anything. - Segati","og_description":"Two photos, no filming crew. And no one saw anything. - Early October, G-Star launched \"Own the ARC\" with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful...","og_url":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/","og_site_name":"Segati","article_published_time":"2026-10-18T14:25:50+00:00","article_modified_time":"2026-10-18T14:25:52+00:00","og_image":[{"width":1456,"height":816,"url":"https:\/\/segati.biz\/wp-content\/uploads\/2025\/07\/Segati_Le-workflow-agentique.png","type":"image\/png"}],"author":"Jean-Marc Segati","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Jean-Marc Segati","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/","url":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/","name":"Two photos, no filming crew. And no one saw anything. - Segati","isPartOf":{"@id":"https:\/\/segati.biz\/#website"},"primaryImageOfPage":{"@id":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#primaryimage"},"image":{"@id":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#primaryimage"},"thumbnailUrl":"https:\/\/segati.biz\/wp-content\/uploads\/2026\/10\/visu-16-10-26.png","datePublished":"2026-10-18T14:25:50+00:00","dateModified":"2026-10-18T14:25:52+00:00","author":{"@id":"https:\/\/segati.biz\/#\/schema\/person\/a084f2bb9147b6baf887d25e9165dfdc"},"description":"Two photos, no filming crew. And no one saw anything. - Early October, G-Star launched \"Own the ARC\" with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful...","breadcrumb":{"@id":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#primaryimage","url":"https:\/\/segati.biz\/wp-content\/uploads\/2026\/10\/visu-16-10-26.png","contentUrl":"https:\/\/segati.biz\/wp-content\/uploads\/2026\/10\/visu-16-10-26.png","width":1024,"height":1024},{"@type":"BreadcrumbList","@id":"https:\/\/segati.biz\/two-photos-no-filming-crew-and-no-one-saw-anything\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/segati.biz\/en\/"},{"@type":"ListItem","position":2,"name":"Two photos, no filming crew. And no one saw anything."}]},{"@type":"WebSite","@id":"https:\/\/segati.biz\/#website","url":"https:\/\/segati.biz\/","name":"Segati","description":"Consultance en management","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/segati.biz\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/segati.biz\/#\/schema\/person\/a084f2bb9147b6baf887d25e9165dfdc","name":"Jean-Marc Segati","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/segati.biz\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g","caption":"Jean-Marc Segati"},"url":"https:\/\/segati.biz\/en\/author\/jm_seg\/"}]}},"_links":{"self":[{"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/posts\/2495","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/comments?post=2495"}],"version-history":[{"count":1,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/posts\/2495\/revisions"}],"predecessor-version":[{"id":2496,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/posts\/2495\/revisions\/2496"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/media\/2489"}],"wp:attachment":[{"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/media?parent=2495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/categories?post=2495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/segati.biz\/en\/wp-json\/wp\/v2\/tags?post=2495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}