Yearning for a change of pace and scenery, a group of friends escapes the city and travels to the great outdoors. Ecstatic to be together, to be free, while looking enthusiastically at better times ahead, the protagonists project into a dreamlike dimension.
The mood is carefree and playful, exuding a subtle sense of mystery and melancholy. A desire for novelty, for unseen panoramas — an imperative of deliverance. A road trip without a specific destination, the search for a new frontier into the infinity of the desert and the horizon. The atmosphere of excitement and adventure is rife with opportunities. The concept of the campaign echoes memories of L’Échappée Belle (the great escape in French), the short feature film that unveiled AMI’s Spring-Summer 22 collection.
Shot in the semi-arid desert near Almeria, in southern Spain, the cinematographic images are inspired by the inimitable style of American indie movies. The mostly black-and-white photos feature the strong pieces of AMI’s Spring-Sumer 22 collection. Marking the first collaboration between AMI and Sam Rock, the campaign was entirely shot with an analog camera — the British photographer’s trademark — which confers the campaign its fascinating, nostalgic aura.
About Sam Rock.
Rock has emerged at a time of renewed optimism in photography: revived by fresh voices and new perspectives, the medium is now freed from established conventions.
His work is characterized by a unique color palette, by romanticism and nostalgia, which he uses to construct a fantastical social commentary, informed by shifting cultural beliefs.
Sam Rock is the founder of Gasoline Pictures, a collective of photographers who work and collaborate to realize projects with a unique synergy. His work has been published in titles such as French Vogue, i-D, Another, Document Journal, Arena Homme and M le Monde.
Born in Yorkshire, England, Rock works in Paris, New York and London, where he is currently based.
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