Most brand films show the result. A diary shows the passage, who was there, what it felt like, what happens between the moments everyone already sees. As part of our ongoing work with Ami Paris, we created and produced episodes of Ami Diary, the house's own series, built around the A de Cœur signature.

Each episode takes the viewer somewhere the brand actually goes: Get Ready With Me sessions with VIPs in Seoul, behind the scenes during Paris Fashion Week, and inside the F.AMI.LY photography exhibition at Art Basel Miami. Different cities, different registers, one voice: close, unhurried, and recognisably Ami. Published on YouTube, where a viewer chooses to stay for several minutes rather than scroll past.