A dive into the distant 2012

Helis Brain – Summer 2012: Where it all began

Summer 2012.
It was sunny, it was hot, and there was that energy you only feel when you're about to do something new, something big—even if you don't know it yet. That's where the Helis Brain adventure truly began. That first photoshoot was an incredible mix of emotions: excitement, fear, inexperience, but also an unstoppable desire to create something that truly represented us.

We were a small group, almost like a family. On set, no one knew exactly what to do, but we all had a huge desire to try. There were no huge budgets, no glossy professionals. It was just us: with our passion, our ideas, our eyes full of dreams.

Most of the models were friends, real girls, with simple, normal bodies. Just like my clients. And that's where Helis Brain's identity was born: from that beautiful, authentic normality, which doesn't need any retouching to be special.
I wanted to tell the story of a real, close, imperfect and therefore unique femininity.

I often think back to that day. The laughter, the unexpected events, the rushes to quickly change outfits or find the right lighting. None of us knew exactly what we were doing, but we all believed it was just the beginning of something big. And we were right.

Today, looking back at those shots, I see all the progress we've made, but also the same essence that has never changed: heart. Because Helis Brain was born this way—with heart—and continues to grow with the same spirit today.