HUMANSEVEN Captures Beautiful Scenes for Citroën's 'Forward'

HUMANSEVEN has been exploring different ways of working, creating and producing and has launched its own Content Lab: a space where the pace is reduced, pressure from daily tasks removed along with the ability to give sufficient time to take a big step back in order to find the right partners, produce, think and put things into question.  

The driving force being Freedom.From this was born the Citroën Forward project.

One year ago they presented a wild idea to the Citroën Client and proposed a completely different way of approaching and producing it. 

The story of a man face to face with nature in which the agency was free to create it's own form and tone . 

The car is shown in a way that has never been seen before and the brand logo appears nowhere in the film. When confronted with the question "should we have a classical logo at the end of the film ?" 

Director Xavier Beauregard said,  "was it possible to have missed the brand?"

In conclusion the agency has produced a hybrid piece of work which is hard to identify or even name: in short an unidentified advertising object.