Papier’s Spring 2025 brand campaign, Just Start, is a call to action for their community: whether its pursuing a creative passion, advancing in your career, or chasing a lifelong dream. For this campaign we told the story of Lucie Franc de Ferriere, shooting at the bakery she started. This content was used across digital channels and also in a campaign newspaper, along with other imagery captured in New York.

Shot on location at From Lucie, New York City by Morgane Bigault