DS Launch Surrealist Spot for ‘Forged in Elegance’ Campaign

Wilfrid returns to his first passion for craft and in-camera visual effects for the new DS campaign proposed by Marcel agency.

The main symbols of French elegance are decomposed, melted and blended in a ballet of textures and fluids to form the sign 7. The sign that will be affixed to the vehicle of this special edition.

Without recourse to AI, but with the magic of filming each element and practical visual effects, Wilfrid brings an installation to life, placing his camera on the reflections and play of light, creating tension. A visual enchantment. A precious substrate to illustrate this creative idea.  

The campaign is reminiscent of Wilfrid's 16-award-winning Monolith film for Mercedes. And it also echoes the work of this director, who from comedy to multi-awarded campaigns for Canal Plus, Orange, Aides or Surfriders, photographer and teacher of advertising students, has always put craft and creative collaboration at the centre of his work and experiences.

Eric Lipchitz, producer @LaPac

“When we received this script, and studied the planning and budget constraints, we could have thought Full 3D and AI and shot only the DS vehicle pack shots... but we didn't count on Wilfrid Brimo's vision. Create an experience, push the limits to achieve a more organic rendering. And to support Marcel's creative team in their approach, for whom going full digital wasn't totally exciting.

A film about “savoir-faire” was the perfect opportunity. Anyone who knows Wilfrid knows the energy he can give a team to achieve the impossible, while keeping the focus on what's achievable.

We had to find the right partners for the adventure, and without the investment of the Magic teams in Vilnius, the dop and the 1st assistant with whom Wilfrid regularly works, it wouldn't have been possible.

I felt a great sense of pride during this shoot, and was happy to see my director involved and demanding as never before... Without a real commitment we wouldn't have released this film, and Wilfrid was right to push to make the set elements, to film the melting of his elements in real life, to organize the visual narrative in this way."

Wilfrid Brimo, director @LaPac

"There are some projects that you receive and you tell yourself that it's for you, that you mustn't miss out... you've got them in your head, that's all you think about, you see the images scroll by in a loop and you already know how you're going to do it live because it's more beautiful and true in my eyes... so when you talk to your producer about paint, liquid, wax or even cables, there are moments when you can see that he thinks you're nuts, but also that he's going to follow you because he believes in it, and maybe even because he's a bit crazy too...

It was like that throughout the whole process... a gentle mix of madness and hard work, with the added bonus of a crazy creative team... all the stars were there and aligned together... you can see it in the film… can’t you ?"