AMI collaborates with Jean-Paul Goude to create the first ever Ami de Coeur campaign. A timeless statement celebrating Paris and the brand’s DNA.
The Ami de Cœur campaign, signed by Jean-Paul Goude
10 years after its foundation, AMI opens a new chapter with a special activation for Ami de Cœur, a symbol of the brand’s success story. The first Ami de Cœur campaign highlights the values and positive outlook of the brand. It carries a decisively positive message of hope, celebrating with humor AMI’s Frenchness, an aspect of the brand that resonates with its large international following.
At the origin of this campaign is a beautiful encounter, the new-found friendship between Alexandre Mattiussi, AMI’s founder and creative director, and Jean-Paul Goude.
A photographer, choreographer, advertiser, a steady fixture and the enfant terrible of the French artistic world over the past 40 years, Jean-Paul Goude is a leading imaginative force, who has always managed to capture the essence of our times.
Alexandre Mattiussi, who has a genuine love for the work of Jean-Paul Goude, has given him total creative freedom, making the photographer the artistic director of the Ami de Cœur campaign. Both creatives share an optimistic outlook on life and a mischievous sense of humor.
The mood of the campaign is playful and delicate. The photographer imprints AMI’s world into his unique imagery; it is a celebration of a French way of life and sense of aesthetics, a declaration of love to AMI’s hometown of Paris. Colorful yet modern, with a dose of fun and entertainment, its atmosphere reminds of cartoons and comics.
Jean-Paul Goude casted Alexandre Mattiussi as the main character of this campaign, in an allegoric, dream-like travel holding an Ami de Coeur balloon, he takes off and flies over Paris. The campaign highlights beloved representations of the city, its streets, its architecture, the Parisians and the Eiffel Tower.
More than a logo, a symbol
Ami de Cœur — a capital A, crowned with a heart. A fun and distinctive symbol, the A is the initial of Alexandre Mattiussi, while the heart represents the values upon which he founded AMI: joy, friendship, inclusion and authenticity.
In French, Ami de Cœur means friend of the heart, as in best, dearest friend. Halfway between a trademark and a logo, the Ami de Cœur was originally the signature of Alexandre Mattiussi, one he has used ever since he was a child to sign letters, sketches or drawings.
The Ami de Cœur line, now a bi-annual capsule, was created in 2017. It was met with immediate enthusiasm, becoming a symbol of AMI’s international success.
The next capsule will launch in stores this May 1st, it features iconic pieces of the AMI wardrobe, including sweatshirts, pants, shirts and T-shirts, revisited in the season’s block of primary colors: royal blue, sanguine red and forest green.
A photographer, illustrator, graphic designer and advertising film director, Jean-Paul Goude is one of France’s most accomplished and admired artists. From his debut at US Esquire to his work for Andy Warhol, from the spectacular Champs-Élysées parade for the Bicentennial of the French Revolution to a series of mythical collaborations for a wide range of luxury houses, Jean-Paul Goude always finds the perfect way to link life and art, to provide a human and sensory experience that goes way beyond mere images.