The waiting.
The adjustments.
The laughter that slips into silence right before the camera rolls.
The choreography of hands, fabric, and light—moving together like a quiet orchestra.

This entry is a brief pause from my travel series to share the behind-the-scenes of the latest campaign we created at Pavi Italy for our Valentine’s Capsule 2025.

A Set Built on Rhythm

Campaign days carry their own weather.

Not the kind outside the window—
the kind that exists inside the room:

the heat of lights,
the hush of concentration,
the quick movements between takes,
the subtle tension of trying to capture something timeless in a limited number of hours.

And somehow, in the middle of the rush, there’s always a moment that feels suspended—
a frame that reminds you why you do this in the first place.

With: Tily Carlos & Samantha Ayalaa

With @tily.carlos and @samantha_ayalaa, the energy felt effortless.
The kind of presence that doesn’t demand attention—
it simply holds it.

They moved with that rare balance:
controlled enough to stay cinematic,
soft enough to stay human.

Every look, every pause, every small expression became part of the narrative.

Because Valentine’s isn’t just romance.
It’s intention.
It’s vulnerability.
It’s the quiet power of choosing beauty in the middle of chaos.

Hotel Lafayette

We shot everything inside Hotel Lafayette, a space that already feels like a story.
Warm light.
Old textures.
Rooms that don’t need to be staged because they carry history in their walls.

The hotel became more than a location—
it became a collaborator.

Every hallway, every reflection, every detail seemed to offer a frame.

The People Behind the Frame

The campaign is never one person’s vision.
It’s always a collective rhythm.

Directed and crafted by: Alex Lara

Each one shaping the atmosphere,

each one making the invisible work visible:

the patience,
the discipline,
the care.

The kind of work that doesn’t show in the final reel,
but without which the final reel wouldn’t exist.

Closing Note

This is the part of filmmaking and fashion that I love most—
the honesty of process.

Because behind every polished campaign,
there are dozens of imperfect moments
that somehow become beautiful
just because everyone is trying.

And maybe that’s the true essence of Valentine’s:
not perfection—
but commitment.