Information — mentalpicture.fr

mentalpictureparis@gmail.com
Louis Bastelica
louisbastelica.pro@gmail.com
+33 6 72 41 43 24

Hugo Lecrux
hugolecrux@gmail.com
+33 6 70 10 18 64

Instagram

[ PHYLOSOPHY ]

In 2023, creative director Luigi Bastelica and photographer Hugo Lecrux, dove into the very early days of generative AI. Back when AI still struggled to generate a proper hand and video was a chaotic experiment, we saw a revolution waiting to happen.

That curiosity sparked Mental Picture. It started with a music video for Kungs that officially put us on the map. Since then, the momentum hasn’t stopped, leading to high-end campaigns for visionary brands like Renault, Google, Kitsuné, Nissan, Ports 1961, Palm Angels, Hunza G, aswell as Saint Laurent and Coperni editorials.

But our philosophy has never been to sit behind a screen and let a machine do the work. At Mental Picture, human remains the absolute center of creation. AI is an extraordinary tool, allowing us to push boundaries further and faster, but it is not the end goal, and it certainly isn’t a shortcut.Our process is fiercely hybrid.

We seamlessly blend live-action with AI, collaborating on set and in post with industry-leading stylists, makeup artists, lighting technicians, editors, colorists, and retouchers. This synergy of cutting-edge tech and traditional craftsmanship is how we build images that are sharp, elevated, and undeniably cinematic.The future of creation isn’t artificial. It’s human-driven and technology-enhanced.