High Five: France

I have chosen to highlight campaigns that renew the genre and others that question it, whether in terms of approach, form, format or the representativity of our society itself. I find the current period rich in terms of new writing and new talents, which bring spontaneity and authenticity to the advertising intention...

EDF - 'Eva – Mobilité électrique (Webserie)

Agency: Havas / BETC

Production: Big Productions

Post: FIRM

Music: Jacques Loussier - Pulsion (Cover DeLaurentis - Pulsion 2021)

A bold campaign for EDF, directed by the expert hand of reality. The form (a multi-episode series) as well as the content (a mix of fantasy and authenticity, but with a comedic WTF tone) give these films their modernity. The five opuses are equally well-mastered, both in terms of staging and artistic direction. A special shout out  to the actor Frankie Wallach who embodies the protagonist, Eva, wonderfully.

Acadomia - 'A Good Poet Is Good, a Good Teacher Is Better'

Agency: Rosa Paris

Production: De Gaulle

Post: Paume

Three films about teenage / high school years, the 2021 version. The films are very naturalistic, funny and authentic - we are in full immersion with these young people. It's simple, efficient and it works! The documentary mise en scène contributes to the veracity of the campaign. The casting is diverse and spontaneous. Congratulations to the young and very talented director Manon Gaurin.

Bouygues Télécom - 'Keep on Fallin’'

Agency: BETC

Production: Frenzy Paris

Post: General Pop BETC

The film 'Keep on Fallin'' directed by Vellas features a young couple who meet while trying to catch a falling smartphone. A love at first sight under the sign of clumsiness that will mark their story. We then follow their moments of life together, the big ones as well as the small ones, just the two of them or surrounded, punctuated by the inexorable falls of a smartphone in a hypnotic slow motion, to the rhythm of Alicia Keys' 'Falling'. A film with a virtuoso and powerful visual narrative that takes us into a modern love story.

Netflix - 'Visibles'

Agency: In-house at Netflix

This is a documentary series featuring people from underrepresented groups who have been able to identify with characters from Netflix series. Powerful and striking, this editorial campaign capitalises on Netflix's values and commitments through a highlight of their content - while involving 'real people'. 

Mugler - Autumn / Winter 2021

Production: Psycho Prod

Post: Saint-George

Making a collection film on a white background is a hackneyed exercise in which it is difficult in 2021 to be innovative. Torso Solutions, directors of the project, yet manage to create a film over seven min where we never get bored thanks to an audacious and charismatic cast, a meaningful bright atmosphere (with a dazzling white that turns to black, highlighting specific details of the outfits) and directing ideas that are as simple as they are effective (anonymous characters in morphsuits backing up the cast).