Outdoor advertising campaign x La Vie Claire’s kitchen
For this nationwide outdoor advertising campaign, La Vie Claire and the agency Nouveau Monde conceived a series of scenes centered on a simple act: cooking organic food naturally, without overthinking it.
Three everyday scenes — drinks with friends, a snack shared across generations, and dinner on the couch — capture accessible, sunny, appetizing cooking, true to the brand’s values.
Cantine Collective handled the photographic direction and food styling for the campaign’s key visuals.
Capture real food moments, shot from above in a first-person point of view (POV): no faces, just hands, dishes, and light.
Each image is built around a central dish, conceived as a “sun” radiating color, texture, and generosity through the scene.
The aim: show that eating organic can be simple, spontaneous, joyful, and irresistible.
Organic cooking overflowing with flavor :
glossy sauces, visible textures, bold colors, natural gestures…
An aesthetic built around: bold, colorful backdrops, sunny, direct lighting, glimpses of people (hands, arms, clothing), and deliberately lively styling, never static.
The dish is always at the center, surrounded by supporting elements that tell the story without overcrowding the scene.
On this project, Cantine Collective handled:
The challenge was to produce images that work at large scale (outdoor advertising), while retaining a warm, lived-in, believable feel.
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