LA\PAC's Green Vision: A Commitment to Sustainable Production in 2025
As we enter the new year, sustainability remains a key focus across industries – and for LA\PAC, it's more than just a buzzword.
Clémentine Buren, the company's producer and certified green consultant, discusses how they are working to integrate sustainable practices at every level of production. From practical changes like eliminating red meat on set to investing in green technologies, Clémentine highlights their ongoing commitment to reducing the environmental impact of advertising.
She spoke to LBB’s Olivia Atkins about the company’s 2025 sustainability goals and shares how even small shifts can drive significant change.
LBB> What are some specific sustainable practices you’re embedding onto your production sets, and what inspired these changes?
Clémentine> LA\PAC has always upheld values of ethics, respect and environmental responsibility, placing them at the heart of our work alongside creativity. Our sustainable practices cover mobility, waste management, resources, energy and catering. Some of our prep and production office initiatives include LED lighting, financial support for eco-friendly transportation and low-carbon travel options, electronic waste disposal through an IT company, fruit baskets supplied by local farms and awareness campaigns to encourage turning off computers, lights and water when not in use.
We are only human and not perfect – so there’s always room for improvement. For example, we want to better coordinate food deliveries during production.
On-set, we focus on eliminating plastic, installing water fountains or offering sustainable alternatives when fountains aren’t possible. We also have a 0% red meat policy and are working to promote 100% vegetarian or vegan catering (which is still a work in progress). Additionally, we optimise shooting schedules to minimise travel and manage waste responsibly, among other initiatives.
These practices are inspired by the urgent need to reduce the environmental impact of each project and to encourage our partners, suppliers, and clients to embrace sustainable practices. We believe that even small changes can have a significant impact on addressing the climate crisis.
These shifts are also in response to the growing demand for businesses to actively mitigate their environmental footprint. It’s clear that consumers and clients now place high value on sustainability across all industries, including advertising.
Personally and professionally, I’m motivated by this philosophy: "Better consumption, better manufacturing, and better living together."
LBB> Why is sustainability in advertising production so important to your company, and how easy is it to create accountability around the process?
Clémentine> Sustainability is crucial, as it reflects our shared responsibility to combat the climate crisis. It aligns with our core values and helps build trust with clients, crews, and stakeholders. While accountability can be challenging, it’s manageable through open dialogue and transparency. By raising awareness and integrating sustainability into every stage of production, we aim to foster a culture of responsibility and collaboration.
I track LA\PAC’s impact and engage with external sustainability audits to maintain a strong level of accountability.
I believe in leading by example, ensuring that our business practices align with both our environmental and social responsibilities. This is essential not only for reducing our carbon footprint but also for setting a positive example for the industry. Advertising production often generates significant waste and energy consumption, so making conscious choices can have a meaningful impact.
LBB> What successes and tangible results have you seen so far with sustainable initiatives on-set? Are there any notable achievements?
Clémentine> One notable success was the Maison Perrier campaign (through Ogilvy Paris), shot between France and Hungary. We partnered with Green Eyes Production in Hungary to measure and reduce the carbon impact, working with green manager Jehanne Patricot at Precious. Key achievements included thorough planning, raising awareness with heads of departments, and implementing effective waste management strategies. These efforts provided valuable data and demonstrated that green practices are feasible, even for large-scale productions.
I’m currently focused on LA\PAC’s 2025 sustainable production goals, which include waste diversion and reduction (props, costumes, set materials), energy savings and the use of sustainable materials. I look forward to sharing more achievements in 2025.
LBB> Sustainability efforts often come with additional costs – how do you balance these expenses with production budgets, and are clients willing to invest in these greener practices?
Clémentine> While sustainable practices can sometimes involve higher upfront costs, we’ve found that they pay off in the long term. We balance these costs by:
- Prioritising sustainable alternatives that offer both environmental and financial benefits (like using reusable set materials or renting equipment rather than purchasing new).
- Leveraging long-term partnerships with green-certified suppliers, which often provide discounts for bulk or repeat business.
That said, one challenge we often face is balancing the financial with the environmental – and pleasing both the wallet and the heart. Ultimately, the decision-makers are the clients; they set the rules. As production companies, we receive the game plan and we optimise it. The same goes for sustainability. Right now, we’re often acting as ‘firefighters’, applying band-aid solutions to reduce on-set impacts. But sustainable production, like medicine, is more about prevention than cure – it’s about anticipation issues before they arise.
LBB> How are governmental or industry regulations influencing sustainable production practices locally, and what impact has this had on your approach?
Clémentine> Governmental regulations, particularly in the EU like the CSRD (Corporate Sustainability Reporting Directive), are driving businesses toward greater sustainability. There are stricter rules on waste management, emissions reductions, and material sourcing. These regulations push us to innovate and adopt greener solutions in order to comply with legal standards.
On an industry level, various advertising organisations are also establishing sustainability guidelines and certifications, which further shape our approach. We now ensure that our practices not only comply with these regulations but often exceed them, aiming to position LA\PAC as a leader in sustainable production.
LBB> Considering the challenges, what more do you think needs to be done for advertising production in your country to truly embrace sustainable practices?
Clémentine> Sustainability has been a hot topic for some time now, and as a producer with experience in an advertising agency, I see a shift from words to action. However, it’s still quite timid. There’s also a clear gap – I believe agencies and production companies don’t speak the same language yet.
Collaboration between agencies, brands, and production companies is essential to align sustainability efforts. Training, knowledge sharing, and developing standardised pricing for green services can help bridge these gaps in understanding and implementation. We need to foster a culture where sustainability becomes the default consideration, not just an optional add-on. Additionally, clients need to be more proactive in demanding sustainability in the creative process.
LBB> Given the complex nature of sustainable production, do you believe advertising can ever be fully sustainable? Are you personally hopeful for the future of green production in this industry?
Clémentine> I remain hopeful, as intentionality and commitment to sustainability are gaining traction across the industry. While it’s challenging to make every aspect of advertising fully sustainable due to the nature of production, I believe we can continue to make significant progress by embedding sustainable practices into the creative process and fostering collective intelligence.
Achieving a ‘fully sustainable’ production is likely an evolving goal, with the industry improving year by year. Yes, I am hopeful. With increasing awareness, advancements in technology, and a growing commitment from brands, I’m optimistic that green production will become the standard, not the exception.
LBB> Can you give me three examples of easily applicable practices that can make every production more sustainable, even without an additional budget?
Clémentine> Firstly, implement a 0% red meat policy. Secondly, optimise transportation logistics to reduce travel-related emissions. And finally, raise awareness between teams through training and the use of accessible resources like AdGreen and Green The Bid.
LBB> What local technologies – in your opinion – are game changers in green production?
Clémentine> In my opinion, local advancements in LED lighting and energy-efficient set equipment are among the most impactful technologies. Solar-powered generators are also a game changer, especially for outdoor shoots. On the digital side, virtual production technologies – like LED screens and motion capture – help reduce the need for physical sets and travel, cutting down on both material waste and carbon emissions. Tools like Unreal Engine for real-time rendering and HERAW, a digital asset management platform, contribute to a more sustainable post-production process.
