A woman in a white suit in a pale-blue palazzo room; her shadow crosses the floor and climbs the wall as a large symmetrical inkblot

Your brand,in focus.

Brand strategy, creative direction and AI in one process, for beauty and fashion brands.

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20 minutes · Free · No commitment

See what we do

Founded by Viviana Santanello · 11 years leading brand and creative direction for Compagnia della Bellezza

CAMERA 26 image · AI-directed

Does this sound like your brand?

  • It's worth more than its image shows.
  • The visuals could belong to any brand in the category.
  • You want AI in the process, and there's no method yet.
  • Strategy says one thing. The campaign says another.
A woman in a pale yellow blazer and burgundy pleated skirt stands still in a pale-blue room; beside her, her shadow climbs the wall as a large inkblot

First we look.
Then we make.

Before making a single image, we look for what your brand already has but hasn't brought into focus. The idea starts there.

  • Strategic vision

    Positioning comes first, so every image has a job to do.

  • Aesthetic culture

    Taste trained in fashion and art, on set and in the classroom.

  • Creative direction

    Campaigns and films, directed from the brief to the final frame.

  • Applied AI

    AI on set, directed shot by shot like any other camera.

The tools are open to everyone now. The difference is knowing what to ask.

What we do

  • Brand Strategy & Positioning

    Find what makes your brand worth choosing, and put it into words.

  • Creative & Art Direction

    Campaigns, shoots and visual identities with one point of view, from concept to delivery.

  • AI Creative Production

    Images and films made with AI and directed like a real production.

  • AI Transformation & Consulting

    A working method to bring AI into your team's creative process.

  • Digital Products & Creative Tools

    Digital products and creative tools built around your brand.

Book a discovery call

20 minutes · Free

Selected work

Launch series · 3 episodes

Cute Reset

Three episodes to launch Cute Reset, a pre-shampoo detox gel: a night out, a meeting, a morning gone wrong.

Lucetherapy · Compagnia della Bellezza · AI-directed · Italian voiceover

Collection 2026/2027 · 1:53

PIÙ TE +TUA

The film for the new hair collection: the season's cuts and colours, among mirrors, shop windows and a metro carriage.

Compagnia della Bellezza · Hair Collection

  1. 01

    The Aquarium

    Beauty concept · CAMERA 26 · 2026

    An aquarium on a pedestal in a palazzo room: powder-pink betta fish swim among lipsticks and small classical columns, while a woman in a black coat holds more lipsticks in a bag of water
  2. 02

    Direct Line

    Fashion concept · CAMERA 26 · 2026

    A young man and a young woman in dark coats inside a phone booth on a Milan street, talking through two paper cups joined by a string
  3. 03

    The Trunk

    Haircare concept · CAMERA 26 · 2026

    On a lakeshore with a historic villa, a woman in a tweed suit sits on the burgundy-velvet trunk of a vintage car filled with hair products and brushes, while a girl in a pink dress watches from a rowboat
Viviana Santanello speaking into a microphone during a talk, seated, in black and white

Behind CAMERA 26

Viviana Santanello

Founder & Creative Director

Viviana is a creative director and brand strategist. Her work starts with looking. Before making an image, she searches the brand for what's already there and still out of focus. CAMERA 26 grew out of that method.

  • 5 years at Publicis, learning to turn a brief into a campaign
  • 11 years leading brand, creative direction and video for Compagnia della Bellezza, a network of about 300 salons in Italy and abroad
  • PhD in Art, Media and Communication, Kore University of Enna
  • Two university master's degrees, in Marketing and in Social Media
  • Master in Copywriting, Accademia di Comunicazione, Milan
  • Teaches Design Methodology for Visual Communication in Fashion Design at the Accademia di Belle Arti di Catania, where she uses AI as part of the creative process: from visual research to the final image, with the design idea always at the centre

How it starts

  1. 01

    Discovery call

    20 minutes, free. We talk about where your brand is and where it could go.

  2. 02

    Tailored proposal

    If there's a fit, you get a written proposal and a quote for your project.

  3. 03

    Project

    Paid, with the scope agreed in the proposal.

Book a discovery call

20 minutes · Free · No commitment

Book a 20-minute discovery call

What you'll leave with

  • A first read of your brand and what's still out of focus
  • A view on where AI could fit in your creative process
  • A clear next step, whether we work together or not

Pick a time

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Questions

Do you only work with beauty and fashion brands?

Most of our experience is in beauty and fashion. We also work with lifestyle and premium service brands, and with companies looking for a new idea and a concrete way to make it.

We've never used AI. Is that a problem?

No. Every project starts from strategy, and AI comes in where it makes the work better. If your team wants to use it, we can set up the method with them.

Will AI make our brand look generic?

Generic requests get generic results. Every image starts from your brand's identity and is directed shot by shot, the way we'd run a set.

How much does a project cost?

It depends on the scope. After the call you get a written proposal with the price, before anything starts.