Papaya Films Sign Director and Photographer Lidia Estepa for UK Representation
February 6, 2026
Working thru Paris prodco Loveboat, UNVEIL studio merges live action, AI, and post into a metaphorical world-building exercise in this global campaign film for French sports equipment brand Salomon thru BBDO Paris.
Alexander Kalchev, CEO/CCO at BBDO Paris: “It’s about what happens in the creative mind. The exhilaration, the perpetual ebb and flow of ideas, and the wonder to shape new realities from nothing
“The film’s blend of live action and AI creates a distinctive aesthetic, a new expression of design and innovation fully aligned with Salomon’s global identity. The explorations around AI are part of the message itself, giving new shapes and perspectives to our imagination rather than replacing it.
“The film’s blend of live action and AI creates a distinctive aesthetic, a new expression of design and innovation fully aligned with Salomon’s global identity.”
Guillaume Meyzenq, CEO at Salomon: “2026 marks a significant step in a journey we began in the French Alps 80 years ago. Our mission is to connect people to nature and to shape the future of how the world moves.
“We are moving from a modern mountain sport equipment brand into a modern mountain sports culture, creating a future where performance and responsibility go hand in hand.”
Client: Salomon
CEO: Guillaume MEYZENQ
Chief Brand Officer: Scott Mellin
CD: Nick Parkinson
Art Director: Samantha MEADE
Designer: Floriane BONTE
Agency: BBDO Paris
CCO: Alexander Kalchev
CD: Yassine Ouadah Tsabet
Art Director: Nicolas Denis
Copywriter: Benoît Oulhen
Producer: Quentin Moenne-Loccoz, Jérôme Deplatière
Production: Loveboat
Director: UNVEIL
Director of Photography: Sander Vandenbroucke
EP: Greg Panteix
Line Producer: Bertille Muguet
Coordinator: Hugo Pierens
Stylist: Isabella Damazio, Robbie Van Mierlo
Color: Everest
Colorist: Jeff Tinard
Sound Design: Everest
Sound Designer: Pierre Rousseau
Voice Over: Fabrice Smadja
