campaign design

NAIVETE
FIXATION

NAIVETE FIXATION | 2024

EDITORIAL Campaign

what we built

Campaign design, Photography, SOUND DESIGN, Motion, creative & Art direction

TALENT

GUSTE @GUSTETAU

A woman with dark hair and makeup sits on a white sofa, illuminated by blue and yellow lighting, in a modern room with decorative wall panels, flanked by two side tables with lamps.

the context

We've never been watched this much — mostly by ourselves.

Identity used to be something you had. Now it's something you run: checked, edited, versioned, posted. Somewhere in that shift, being yourself became a performance you review afterwards. Naivete Fixation was made inside that moment.

A woman with black hair in a white sleeveless top and ripped blue jeans, sitting on a chair with her legs stretched out and crossed at the ankles, in a room with wooden flooring and pink-colored walls.

the concept

In 13th-century French, naïveté meant natural character. Today the same word is closer to an insult: someone inexperienced, someone too quick to believe. But look at what a naive person actually does — they take people at face value. That would work perfectly well if people didn't lie. And we live in a world where we manage to lie even to ourselves.

Natural Character

A close-up, black-and-white photograph of a woman's face with her eyes closed, showing detailed makeup and long eyelashes, with dark hair and textured clothing.

A woman with dark hair and bangs, wearing a shiny, reflective, metallic top, looking downward with a slightly open mouth.

the concept

To those naive, belief comes easier, and wonder opens possibilities that a careful mind would filter out. Online we sometimes call such unbased belief — delusion. But when trust gets broken, a person rarely lands in the middle — they swing to the other extreme: watching everything, controlling everything, replaying conversations, waiting for the catch.

Belief, delusion and control

the result

Once trusting others feels unsafe, trusting yourself goes next, and what replaces it is self-surveillance: constant monitoring of your own image, your own habits, your own numbers. Naivete Fixation stages that — softness against grit, belief against delusion. The result is a campaign about what happens when being yourself, even around yourself, stops feeling safe.