Demo reel

CONTEXTE

Puma Football lance la dernière version de son modèle Future Z.

CHALLENGE

Mettre en scène la vivacité et la puissance de l’attaque du félin en jouant l’analogie entre l’homme et l’animal.

SOLUTION

L’agence a réalisé un film mêlant live action, 2D et 3D, qui explore à la fois le caractère instinctif du produit, en filant la métaphore animale, et sa dimension technologique, à travers un travail approfondi de la matière, des textures et des mises en lumière.

THE DACIA SANDRIDERS

CONTEXT

At the Geneva ’24 Motor Show, Dacia presented the competition prototype in which driver Sébastien Loeb will compete in the 46th Dakar Rally.

CHALLENGE

Create a film reminiscent of the Saudi Arabia dunes.

SOLUTION

The video loop we imagined is a choreography based around the element of sand, with each sequence symbolising a key moment in the race.

No fewer than 18 million grains of sand come to life, creating a hypnotic experience in which each grain interacts with its immediate environment.

AUX JEUX CITOYENS!

CONTEXT

A year before the Paris Olympic Games, France Télévisions launches a daily program taking a behind-the-scenes look at the preparations for the Olympic and Paralympic Games.

CHALLENGE

Design an identity and branding system fully in line with the graphic charter established by the Olympic Committee, guaranteeing a total immersion in the world of the Olympic Games. Add the France Télévisions branding codes.

SOLUTION

We designed an identity associating the Paris 2024 and FTV Brown typefaces. We put together a design mecanism based on linear movements and symmetry play, highlighting the design toolbox of the existing branding guidelines for print. The whole is reused by the on-set screen and AR setup, allowing for various shots and effects.

PLATEAU

MÉDIACLUB’ELLES

CONTEXT

médiaClub’Elles is a network of professionals promoting parity and gender equality in the media sector. As an active member of the organisation, 17mars offered to modernise its identity.

CHALLENGE

Strengthen the statutory dimension of the organisation and increase its visibility. Create a genuine brand, designing a system that can be easily deployed on social networks and communication media.

SOLUTION

We have kept the idea of inverted commas, distinctive elements of the existing identity, referring to speeches. Keystones of the logo’s reveal dynamic, they are set at the heart of a more massive typographic block, capable of effectively labelling content and media.
The typefaces chosen for the project, Chaumont Script and Apfel Grotesk, complement each other and help convey the positive energy of the organisation, amplified by a palette of bright, contrasting colours.

The extent of this identity is fully displayed during of the annual médiaClub’elles Awards ceremony.

TROPHÉES MÉDIACLUB’ELLES

GENEVA INTERNATIONAL MOTOR SHOW ‘24

CONTEXT

Renault chose the Geneva Motor Show for the launch of their 100% electric vehicule, Renault 5 E-Tech. The brand entrusted us with the audiovisual artistic direction of the event and the production of the media broadcast on an immersive screen system.

CHALLENGE

Create video content that captures the retro-futuristic essence of this iconic vehicle in the electric age.
Make a splash the day of the reveal, and broadcast dynamic visuals during the event.
The challenge was amplified by the size of the screens: 36m x 2.5m and 13.5m x 5m.

SOLUTION

For the vehicle reveal, we opted for a spectacular approach, showing a multitude of ‘5s’ travelling through a wide variety of landscapes before arriving in Geneva. The concept was designed to echo the campaign broadcast on social networks.

Our overall artistic direction (press conference and stall loops) was based on a bold electropop style, using contrasting bright colours borrowed directly from R5’s distinctive colours.

MOMENTUM

COUNTDOWN

SLOW LOOPS

MERCHANDISING FILMS

ACCESSORIES FILM

REVEAL VISUALS

FREEBOX ULTRA

CONTEXTE

In 2024, Free is once again shaking up the telecom landscape with the launch of its brand-new high-end router: the Freebox Ultra.

CHALLENGE

Conceive a powerful brand universe, resolutely high-end, reflecting this exceptional box.

SOLUTION

We created a brand territory capable of sublimating this box with its stunning, refined design. A minimalist approach that uses beams of colored light to capture the very essence of the product, revealing its velocity, its power and the richness of its offer.

REVEAL FILM

TEASER

LAUNCH KEYNOTE

CAMPAIGN

PREMIÈRE SAISON

CONTEXT

Première Saison is a production company aiming at telling stories through different commitments and projects.

CHALLENGE

Create a compelling wordmark embodying the promise of a long journey’s starting point.

SOLUTION

We gave meaning to the identity by playing on the custom-made typography. Both of the letters ‘i’ have been replaced by colons, illustrating a beginning. The sturdy composition was softened in the rounded corners, and the logo is available in a version in which only the colon appears, making it the brand’s shortened signature.

NOS GRANDES DÉCISIONS

CONTEXT

Winter Productions is launching a new late night talk-show on France 2, in which journalist Hugo Clément exchanges with his guests about their societal case of conscience and involves the audience to help guests reach a decision.

CHALLENGE

Imagine a singular graphic territory, giving prominence to typography and collage. Develop a graphic identity that embodies its content offer, as informative as it is entertaining.

SOLUTION

We used graphic tricks (split screens, cut-outs, black and white frames) to express opinion, complicity, debate and division. The hands animating the typographic compositions throughout the credits symbolise the collaboration and involvement of the audience.

VISUAL IDENTITY

OPENING CREDITS

BROADCAST DESIGN

TV SET

R5

CONTEXT

As part of the launch of the Renault 5 E-Tech 100% electric, the brand called on 17mars to create a film featuring the ‘5’ emblem.

CHALLENGE

Design an iconic film that transcends the new brand identity. Define a directing principle that allows for the exploration of exceptional territories of graphic expression.

SOLUTION

We chose to reinterpret the vehicle’s technological characteristics and celebrate its revival by capitalizing on various logo metamorphosis mechanisms. Thus, each dynamic, texture and dominant color refers to the circular economy, electrification and digitalization, before the film concludes with a reveal playing with crystalline iridescence, echoing the electro-pop codants specific to Renault 5.

IDENTS

CONTEXT

As part of its prospective research, Renault is looking for new graphic expressions for its emblem and the brand new R5 logo.

CHALLENGE

Design 4 idents. Explore several visual territories and animation principles. Assert the brand’s electro-pop and tech positioning.

SOLUTION

We have chosen to link each ident to a manufacturing process from the automotive industry: embossing, magnetism, 3D printing and inflating. This approach offers a range of different ways of revealing the car, amplified by the generosity of the 3D rendering and the colours used. All this is in keeping with Renault’s resolutely premium approach.

TADAMM!

CONTEXT

Big Incredible is launching the first traveling venue offering immersive experiences. On tour, TADAMM! will set up in city-center squares for several weeks, with a diverse offer. The agency is working alongside Big Incredible to develop a global strategic thinking on the launch of its offer and the definition of its visual identity.

CHALLENGE

Create a visual identity that takes inspiration from the circus codes, as a nod to showmen who, during their time, contributed to the democratization of cinema. Imagine a singular sign that evokes mobility and wonder, as an invitation to performance. Define a modular system fit to adapt to various formats : screen, architecture, signage, communication.

SOLUTION

We created the typographic bloc of the TADAMM! logo from a lineal base, on which straight geometrical serifs were added, giving the wordmark sturdiness. These shapes are evocative of a circus tent structure. The double M, a letter-object, alludes to the majestic opening of a stage curtain. This glyph becomes the emblematic monogram of the brand.


The digital dimension is visible in the pixellised lettering used for the baseline. The distinctive color palette of the circus world was revisited, enriched with fluorescent tints, in order to create a more contemporary whole.

PATTERNS

R5 – ADAS

CONTEXT

To coincide with the launch of the 100% electric Renault 5 E-Tech, Renault wanted to modernise the look of its driver assistance presentation modules (ADAS): animations and still images.

CHALLENGE

Bring a cinematographic and spectacular dimension to educational communication.
Define a procedure capable of industrializing production.

SOLUTION

We developed a photo-realistic rendering, playing with the contrast between the scenery and the vehicle. Magnified by the lighting, we placed it at the heart of a staging that multiplies camera movements, axes and frame values.

Beyond the demonstration, our aim was to echo the visual territory developed around R5: colourful and generous. A particular attention was paid to detail: vehicle conformity as well as realism of situations.

We produced more than four minutes of 3D animation and around thirty still images.

IN-STORE BRAND DESIGN

CONTEXT

Maison Belle Mer, a fishmonger recently established in Pantin, called on 17MARS to design its entire visual identity.

CHALLENGE

Turn this fishmonger’s into a recognised establishment with a strong pop identity, by breaking with this type of business’ traditional codes.

SOLUTION

In order to break away from the classic representation of the fishmonger, we combined traditional aspects such as the logo lettering, inspired by ships’ nameplates, with modern design elements using pop colours, textures and pictograms. The colour palette of pink, beige paper shades and shiny stainless steel creates a play of contrasts and harmonies, designed to evoke the shop’s architecture and equipment.

We developed a complete visual identity including logo design, menus, marine pictograms, templates for publications on social media, brand identity film, merchandising and product labels.

CHRISTMAS ELVES

CONTEXT

Every year, France 2 gathers its viewers around its Christmas packaging, a moment of communion between the channel and its audiences.

CHALLENGE

Depict the holiday spirit while preserving the strong visual and musical identity of the channel. The aim is to reinforce the special bond between France 2 and its audience during that time of year.

SOLUTION

We chose the snowball as a symbol for the Christmas spirit, embodied by cheeky little elves with red hats. Each scene is a small world full of poetry and always tinged with a touch of surrealism. The snowball takes us back to our childhood, rekindling our love for Christmas.

PROCESS

LEDGER RECOVER

CONTEXT

For the launch of its new security service that enables the recovery of one’s wallet without using a recovery phrase, Ledger asked 17MARS to create a short film putting in context the need for this service and its simplicity of use.

CHALLENGE

Develop Ledger’s new artistic direction in a 3D environment, more fashion-oriented. Show how useful this service is through case-studies introducing the video.

SOLUTION

We imagined two very distinct environments in order to visually distinguish the rooted in reality case-studies from technology, anchored in a more digital world. Reality is embodied by a series of 3D still-lifes on light grey surroundings, while technology is represented on a black background with a fine design inspired by video games interfaces.


The first part of the film calls on a bullet-time visual effect, providing us with the clear representation of the tension of an event about to happen. All three scenes are almost frozen in time, allowing for the visualisation in which Ledger Recover would’ve proved useful…

IAA MOBILITY ’23

CONTEXT

For the Munich Motor Show, Renault entrusted the agency with the production of a reveal film for their new vehicule shown on its stand, as well as video content for an immersive space set up in the heart of the city. Two spaces that aim to offer innovative experiences : the Summit for professionals and the Openspace for the general public.

CHALLENGE

Create engaging video content, meet the technical challenges associated with each device. For the Summit, synchronize three screens, two of which are attached to robotic arms. For the Openspace, create audio-reactive modules.

SOLUTION

For the new Scenic reveal film, we imagined an orb symbolizing the vehicule’s energy and waking up each screen alternately, giving them a human dimension and participating in a surprising choreography. For the Openspace, using the TouchDesigner software, we developed various graphic compositions around the Renault emblem, reacting in real-time to the tempo of the music.

SLOW LOOP

AUDIO-REACTIVE MODULES

THE PORTRAIT

CONTEXT

1703 presents the digital art exhibition “The Portrait at the Dawn of Web3, Reinventing a Genre”, in the gallery of the private club we are_, in Paris, from June 28th to October 6th, 2023. A majority of the artworks are NFTs for sale on the Foundation platform.

CHALLENGE

Create the exhibition’s visual identity and determine the space’s signage. Design all physical and digital communication media, as well as mediation documents.

SOLUTION

We opted for a sober, uncluttered artistic direction, capable of highlighting the work of the eighteen artists on display. Wall stickers provide information for visitors, and an explanatory cartel bearing a QR code is fixed next to each screen. A folded A3 format reproduces the exhibition poster and details the exhibition itinerary. The whole has been adapted for 1703’s socials.

PRINT ELEMENTS

EVENT

DIGITAL COMMUNICATION

PARIS AIR SHOW

CONTEXT

Renault is unveiling its Rafale SUV at the Paris Air Show, in tribute to the carmaker’s pioneering role in the early days of aviation.

CHALLENGE

The stand’s video sets serve as a reminder of the heritage of the famous C460 racing aircraft, renamed the Caudron Rafale in 1934, and its link with French aviatrix Hélène Boucher, who used it to win several speed records.

SOLUTION

The agency has created a truly immersive experience that propels visitors above the clouds during a simulated flight, from take-off in the early hours of the morning to landing at dusk. Capitalising on an impressive stage set-up that plays on perspective through giant arch-shaped screens, the sequence closes with a crescendo that reveals the new vehicle.

MAKING-OF

VIDEO ASSETS

CONTEXT

As part of its brand communications, Ledger has asked the agency to create several video series for social media, promoting its various services: the Ledger Live application, the Ledger Market NFT platform and the Ledger Quest web3 e-learning platform.

CHALLENGE

Put a brand identity into motion in a series of assets for social networks.

SOLUTION

Based on the brand identity, we have created three distinct video packages for Ledger Live, Ledger Market and Ledger Quest, which can be adapted according to the partnerships being promoted and the new features on the platforms.

LEDGER LIVE

LEDGER MARKET

LEDGER QUEST

ULTRA AW23Q3

CONTEXT

Puma Football launches the 2023 version of its iconic shoe: the Ultra.

CHALLENGE

Present the shoe’s technical features in an environment identical to that of the entire launch campaign.

SOLUTION

We’ve chosen to offer the shoe a refined setting, out of time and space, in order to focus the attention on the product’s technical specificities. The shoe breaks down and lights up to suggest the imperceptible technology it contains. A first sequence evokes lightness, a second highlights support, and a third underlines the flexibility and propulsion provided by the sole.
The animation of the materials and the sound design have been meticulously crafted.

’23 SUMMER IDENTS

CONTEXT

For the summer season of 2023, France 2 commissioned the agency to design a mosaic of advertising idents.

CHALLENGE

Create fun, light-hearted atmospheres that celebrate the summer vacation.

SOLUTION

We designed about forty semi-realistic scenes, staging summer atmospheres known to all. For each jingle, shapes and movements are circular, echoing the dynamics of the wave, which is specific to the channel’s design.

STORYBOARD

’22 PARIS MOTOR SHOW

CONTEXT

After 4 years of absence, 2022 marks the return of the Paris Motor Show. The car industry has had time to evolve since then, and its key agents were all there.

CHALLENGE

Staging the visuals of the Renault showroom screens during the press conference at the event’s opening as well as throughout the entire weekend. Transcend the 4L concept car reveal, the 4Ever Trophy Renault.

SOLUTION

We designed visuals by capitalizing on the screens’ unconventional formats. The reveal film immerses the audience into a continuous flow of unstructured landscapes, constantly pushing back the limits of the skyline. The Renault logo is placed at the center of an animated dichroic pattern.

LA NUIT DU GÉNÉRIQUE

CONTEXT

We Love Your Names is an association that promotes the art of film and TV credits. Every year, it organises La Nuit du Générique at the Forum des Images in Paris, for an evening of screenings and discussions bringing together the cream of the profession.

CHALLENGE

Produce the trailer for the 10th edition of La Nuit du Générique, the theme of which is Los Angeles.

SOLUTION

With this exercise, we wanted to tell the story of a day in Los Angeles, from sunrise to sunset, through a succession of stylised sequences. The credits were created as a collage and the textures used were generated using artificial intelligence. We developed an original typeface, with varying widths and heights, to give emphasis to the names of the speakers.

CUSTOM TYPE

THROWBACK TO THE EVENT

BIG BANG STORE

CONTEXT

French phone operator Free opened its 200th store in May 2023 at tech hub Station F. 
The concept store, named ‘Big Bang Store’, reveals a new side to the operator’s brand universe by offering visitors an immersive experience.

CHALLENGE

Conceive a new visual territory for the brand, stage and integrate video content in the store’s large screens.

SOLUTION

We imagined an hypnotic journey through different planetary systems, in which stars and planets, though each singular, are all interconnected. Free’s branding colors as well as textures echoing the store’s interior design were added to this refined interpretation of space. The overall animations evoke softness while a more energetic scenario was chosen each time the store makes a sale, propelling the environment into a visual Big Bang, with lights and music.

MANIFESTO

CONTEXT

As part of its brand communication, Europe’s largest digital asset investment group entrusted the agency with the design and production of the launch film for its new visual identity.

CHALLENGE

Set the new brand identity in motion,
associate it with a concise and engaging message, as a testimony to the history and the vision of the company.

SOLUTION

We developed the film through the animation of a pixel pattern and its expressions, more or less figurative, that drive the narrative. The sharp typographic and graphic choices refer to the singularity of the company’s expertise, while the constant evolution of the pattern echoes to the dynamics of the financial sector and cryptocurrencies in particular.

CHRISTMAS WINDOWS

CONTEXT

Every year, France 2 gathers its viewers around its Christmas idents, a moment of communion between the channel and its audiences.

CHALLENGE

Re-enchant the lives of French people at the beginning of winter and share exceptional moments with viewers.

SOLUTION

We chose to work on a strong and unifying symbol of the end of year celebrations: the Christmas windows. We created a collection of animations that are more or less figurative, but always a poetic interpretation of the Christmas spirit.

Capitalizing on the strong and unifying symbol of the end of year celebrations that are Christmas windows, we created a collection of 15 scenes, more or less figurative, that strives to poetically convey the Christmas spirit.

PROCESS

FUTURE 2023

CONTEXTE

Puma Football launches the new 2023 model of one of its main boot: the Future

CHALLENGE

Highlight the technical features of the product by placing it in the global universe of the launch campaign.

SOLUTION

We capitalized on the reimagined design of the Future, to build a new visual territory that embrace innovation and technology, and push the limits of what is achievable on a football field. In a fully 3D-created film, we worked on the idea of immensity by staging a futuristic city, and on way smaller scales, by giving life to the material’s micro-details.

PROCESS

FUTURE Z 1.3

CONTEXT

Puma is launching its key football sneaker’s latest model.

CHALLENGE

Play with the analogy between man and animal by highlighting the fierceness of the feline attack.

SOLUTION

Our creative team explored both the instinctive personality of the product and the technical dimension of the shoe, through an in-depth work on the material, textures and lighting. This resulted in a film mixing live-action, 2D and 3D.

VAKITA

CONTEXT

Hugo Clément and Régis Lamanna-Rodat launch an investigative media, whose name refers to an endangered marine mammal. Its promise can be summed up in 3 words: information, action, mutual aid.

CHALLENGE

Show a singularity in the independent media landscape by creating a strong identity, symbol of a new type of citizen commitment. Develop a modular system, able to be deployed on a platform, social networks and all audiovisual content.

SOLUTION

Vakita sounds like a cry, a warning sign, so we designed a logo that follows the structure and rhythm of the word’s syllables: a typographic block that draws strokes of the same thickness and plays with symmetry and contrasts. The design system is part of a tonic and striking dynamic, in the image of the brand’s positioning.

PLATFORM

’21 & ’22 SUMMER IDENTS

CONTEXT

For the summer season of 2021 and 2022, France 2 commissioned the agency to design a mosaic of advertising idents.

CHALLENGE

Create fun, light-hearted atmospheres that celebrate the summer vacation.

SOLUTION

We designed about forty semi-realistic scenes, staging summer atmospheres known to all. For each ident, shapes and movements are circular, echoing the dynamics of the wave, which is specific to the channel’s design.

PROCESS

IAA MOBILITY ’21

CONTEXT

While the car manufacturer has just renewed its visual identity, Renault is taking part in its first motor show since the Covid-19 lockdown.

CHALLENGE

Develop new visual territories in order to bring more visibility to the brand when showcasing their new vehicules during international fairs.

SOLUTION

As part of the new brand identity, the assets created by the agency include a series of video loops, webcast design and coming next. The agency’s creative teams deconstructed and reconstructed the new Renault logo through a series of 2D graphic animations. For the reveal of the new R5 prototype, we celebrated with Renault the 50th anniversary of the French cult model from the ’70s and ’80s. In the age of phygital, we have customised the 3 daily programmes recorded on the stand and streamed live on the Internet. We finally promoted The Originals collection, which was available in the stand shop.

QUELLE ÉPOQUE !

CONTEXT

France 2 puts on the air its new Saturday night talk show, orchestrated by Léa Salamé who receives personalities from all backgrounds and all ages. The show is produced by Winter Productions.

CHALLENGE

Revive a strategic program slot for France 2, traditionally centered around talking and debating about social issues.

SOLUTION

We conceived an identity borrowed from the codes of the American-style cabaret, a reflection of the stage designed as an elegant and intimate setting.

NANO S+

CONTEXT

French unicorn Ledger launches a new version of its physical digital asset wallet.

CHALLENGE

Upgrade the object to the icon status.

SOLUTION

The agency created a film that uses macro shots and fine lighting to magnify the design of the product set in a minimalist architectural structure. At the crossroads of the real and the virtual, the mineral and the digital blend together to better anchor the object in its universe.

L’ÉVÉNEMENT

CONTEXT

The head of the France Télévisions news department is launching a new political program on France 2. Particularity of the concept: the program is divided into two parts. The interview of a political personality by Caroline Roux, followed by a second set to explore an issue.

CHALLENGE

Reaffirm the leading position of the public service in terms of political talk shows.
Allow the editorial staff the greatest agility in the treatment of current affairs, while capitalizing on the typographic look of the antennas.

SOLUTION

We designed a meaningful identity by reworking the letter ‘v’ in the word “événement” as a cursor that targets news events in a timeline. A sober and structuring system, very modular, which puts the information in its context and values the objectivity of its treatment.

CLASH FOR FUTURE

CONTEXT

For the 6th edition of its annual event dedicated to luxury, the leading magazine of communication, CB News, puts the spotlight on the punk movement and let the agency have free rein.

CHALLENGE

Through the conception of an opening film, show how luxury occupies the field of culture by mesmerizing the targeted audience with striking visuals.

SOLUTION

Questioning the creative process, we conceived a film featuring a pyrosome, a marine creature with multiple living bodies, nourishing itself with the organic particles found in its environment. The metamorphosis of the animal is magnified by a 3D macro approach, mixing the mineral with the organic. The whole is supported by a powerful and immersive sound design, of ASMR type.

ARES

CONTEXT

As the discipline is in the process of being authorised in France, Vivendi Sports is launching ARES Fighting Championship, a new Afro-European MMA (or mixed martial arts) league.

CHALLENGE

Convey a decent and respectable image to a sport with a sultry reputation through its visual identity.

SOLUTION

As we aimed to provide the league with strong markers, we forged an original typography inspired by Greek mythology that bonds the discipline with its ancestor, the ancient Pancrace. Based on this typography, we drew a multi-use, flexible and adjustable brand territory.

IDENTITY & TYPOGRAPHY

BROADCAST DESIGN

COMMUNICATION

CHRISTMAS WREATHS

CONTEXT

Every year, France 2 gathers its viewers around its Christmas packaging, a moment of communion between the channel and its audiences.

CHALLENGE

Re-enchant the lives of French people at the beginning of winter and share exceptional moments with viewers.

SOLUTION

Based on the circular wave emblematic of the France 2 identity, we revisited the concept of the Christmas wreath. We imagined several stagings likely to reach the viewer in his intimate relationship with the end of the year celebrations and winter at large.

THE PRECIOUS CONSTELLATIONS

CONTEXT

Following its successful exhibition in Monaco, the world leader in fine jewellery brings constellations to light for the 2019 holiday season.

CHALLENGE

Stage different small pieces of jewellery in the immensity of outer space.

SOLUTION

The film turns five “star” pieces from the catalog into asteroids. It takes the viewer on an interstellar odyssey back to the very origins of the noble materials jewels are made of. The brand’s celestial tropism is amplified by this campaign, which combines epic fantasy and graphic refinement. One of the starting points for this campaign was an interview given by french astrophysician Patrick Michel in which he reminds us that gold, platinum as well as other precious metals used in jewellery come from asteroids that once fell on the Earth.

“P” IN A BOX

CONTEXT

With spring making its arrival in 2022, the brand chose to reveal its new positioning and identity on the storefronts of its iconic location on boulevard Haussmann.

CHALLENGE

Create an animation that echoes the interactive device that animates the storefronts.

SOLUTION

The agency brings the magic of spring metamorphosis to the heart of the city through a dreamlike film with a very plastic 3D rendering.

MAKING OF

EMOTIONS IN SERIES

CONTEXT

Following the launch of the channel several months earlier, the US group is looking to strengthen its on-air brand promise.

CHALLENGE

Embody the emotional promise of a channel dedicated to TV shows through its idents.

SOLUTION

The agency created ten idents that oppose each time two contrary emotions. The result is a universe of forms and textures that trigger ambivalent sensations based on this emotional contrast, amplified by an organic sound design. In turn, the viewer experiences laughter/sadness, love/disgust, anger/serenity, fear/admiration, terror/joy and wonder/surprise, or vice versa.

MAKING OF

THE VOICE

CONTEXT

TF1 is about to broadcast the eleventh season of The Voice France.

CHALLENGE

Create a trailer that emphasizes on the genuine bond the coaches share together.

SOLUTION

To kick off the second decade of the show on TF1, the channel took a step aside and put the coaches on stage to design their own trailer for the show. This brainstorming session takes us into universes that are at opposite ends of the spectrum but reveal the complementary personalities of the coaches. And the divergent points of view will indeed be resolved at the end…

C À VOUS

CONTEXT

The production company 3ème Oeil is launching the twelfth season of its successful daily prime time access talk show.

CHALLENGE

Bring novelty to the well-established graphic identity of a popular talk-show to strengthen its position in the french audiovisual landscape.

SOLUTION

Following the same artistic direction, the new programme credits break with the flat rendering chosen three years earlier. We chose a mixed render, mixing 2D with a sleek and sophisticated 3D that plays with transitions, shadows and light. The range of colors blends with realistic textures from the show’s set: marble, wood, copper and bakelite. The result is a fresh and punchy environment that reflects the mood of the show C à vous.

The opening credits feature Elisabeth Lemoine and her accomplices in a graphic universe built on the programme’s logo: a C in a red square.

CIVIC CONSULTATION

CONTEXT

France Télévisions, Radio France, INA, TV5Monde and France Médias Monde are launching a joint campaign as part of their new operation to consult viewers and listeners on the future of public media.

CHALLENGE

Promoting the operation through a friendly spot that epitomizes the uniqueness of public service in the media.

SOLUTION

The campaign film depicts real-life media use scenarios: radio, television, smartphones, tablets, etc. The illustrative, unconventional approach tinges the campaign with a touch of humor and freshness.

MOVIE NIGHT

CONTEXT

For the launch of the channel, the US group wants to create an audience hub in its new programming schedule.

CHALLENGE

Bring the movie theater experience to television through design.

SOLUTION

Warner TV’s movie box is designed to reflect movie theater architecture. Built with volumes in motion, this showcase with its warm and clear colors, bathed in light, displays the channel’s big show offer.

TIKEHAU FORMATS

CONTEXT

To support its development, the alternative asset management company wants to strengthen its main influence tool: brand content.

CHALLENGE

Structure the brand’s video content offer in order to institutionalize its communication and increase its traffic on social networks.

SOLUTION

The agency designed a dozen editorial formats, divided into 4 families, according to a defined typology of speech. A modular graphic vocabulary, drawn from the corporate world, was used in a cross-functional offer. The result is a packaging charter where each format has its own identity, with a matching filming device, listed in a production charter.

THE PATHS OF FAITH

CONTEXT

A key program for its public service television duties, France Télévisions is renewing the broadcast design of its Sunday morning time slot on the France 2 channel.

CHALLENGE

Embrace the spiritual spectrum through a graphic answer embodying the smallest common denominator of the religious practices in France.

SOLUTION

For the revamping of France Télévisions’ Sunday morning religious time slot, the agency designed a sign symbolizing the spiritual reference common to all believers. This sign, which is used to identify each program in the slot, is a vertical line that follows a color palette that includes Catholicism, Islam, Judaism, Protestantism, Orthodoxy, Buddhism and the Eastern Christians.

IDENTITY REVEAL

CONTEXT

The French unicorn Ledger unveils its new visual identity.

CHALLENGE

Create a film that reveals how the new identity fits with Ledger’s positioning.

SOLUTION

This film highlights the essence of the new brand in 5 points: a brand system, a typography, a colorimetric range, a know-how, a mindset and a way of life.

DOWN THE RABBIT HOLE

CONTEXT

Betting on brand content to boost its awareness, the French unicorn is launching a programme on YouTube dedicated to cryptocurrency news.

CHALLENGE

Reinventing the codes of broadcast design for a programme that claims to be anti-mainstream.

SOLUTION

We’ve created a broadcast design that borrows from the codes of social networks and developed a graphic universe based on the pixel. Follow the white rabbit…

TIVI5

CONTEXT

The global French-language channel TV5Monde is looking to revitalize the visual identity and design of its youth programming.

CHALLENGE

Make the public channel stand out from its commercial competitors.

SOLUTION

Expressing the mischievous character of the brand, the rebranding of TV5Monde’s youth offering is based on an innovative and enthusiastic vocabulary: bright colors, attractive and fluid typography. Designed for children on all five continents, this illustrative approach plays with words and worlds to bring together as many people as possible.

PROCESS

LCI

CONTEXT

Faced with an increasingly challenged news market, the TF1 group’s channel is reshaping its offering in the run-up to the 2022 presidential elections.

CHALLENGE

Make a 24-hour news channel unique in an era where immediacy prevails.

SOLUTION

Let’s give time back to the news! The graphic system designed for LCI’s new look is based on the three main stages of the news process: listening, analysis and sharing. Three pillars, like the three letters of the LCI logo. In their most simple design expression, these three pillars represent a loader referring to the processing of information and symbolizing the controlled pulse of the airwaves. The third pillar of the loader is a visual marker, a beacon structuring the system of presentation and the hierarchy of information.

In their simplest expression, these three pillars represent a loader symbolising the controlled pulse of the antenna.

The third pillar of the loader is a visual marker, a tag structuring the information in its hierarchy. This tag lives alone and comes in three colours to indicate the nature of the information: red for urgent news (breaking news), blue for classic news (news) and white for long formats (documentaries, special programming).

The LCI loader and its graphic tags are also found in the promo elements, the ad breaks, the interstitials and at the opening of each return to the programme.

Finally, the channel chooses to adopt two new fonts: Eastman Variable and Proxima Nova.

TÉLÉFOOT

CONTEXT

TF1’s sports department wished to renew the visual identity of its soccer news program in order to reinforce its visibility in the French audiovisual landscape.

CHALLENGE

Embody the power of soccer as well as the power of the channel.

SOLUTION

The agency imagined a protean acronym that takes the form of an S with a 2 as its counter-shape. The design is based on a palette of lively colors whose spectrum embodies the diversity of sports. The graphic device is also enriched by a series of infographics in AR.

LE MAG DE L’EURO

CONTEXT

On the occasion of Euro 2020, TF1’s sports department is relaunching its traditional daily magazine alongside the competition’s soccer matches.

CHALLENGE

Roll out a powerful, status-enhancing dressing thanks to a virtual stage and an innovative augmented reality device.

SOLUTION

To allow the show’s set to be installed in each European city where the Euro takes place, we adapted to the constraints of the set, mixing pre-calculated renderings and real-time 3D (Unreal Engine). In terms of identity and interface, the agency focused on the energy of the sporting gesture at the heart of the graphic system by adopting a scripted brand signature and oblique dynamics.

THE ALBUM

CONTEXT

The Restos du Coeurs launched a campaign to raise awareness about bequests and donations with the support of TF1.

CHALLENGE

Address with discretion the possibilities of post-mortem engagement with those most in need.

SOLUTION

The film features a conversation between a volunteer from the association and his granddaughter, who is looking through a photo album that traces the history of the Restos from their beginnings to the present day. The agency chose a delicate illustrative approach to this sensitive subject.

CHARA DESIGN

Process

TV1000

CONTEXT

The international television group rebrands its TV1000 movie channel package and strengthens its position on all markets where the offer is available.

CHALLENGE

Embody the promise of exceptional variety in a movie channel’s offering through its idents.

SOLUTION

The agency imagined a single camera movement around the common symbol of the four brands: the star. The idents stage the star in a succession of cinematic universes, each with its own graphic style. A sound design work differentiates each universe, which is completed by a different musical theme for each channel.

SEASONAL IDENTS

CONTEXT

The public service’s youth channel intends to celebrate the highlights of its year with an original event package.

CHALLENGE

Create a compelling narrative universe that brings children and parents together.

SOLUTION

In the same vein as the TV channel’s Christmas packaging, the public discovers twelve new animal families, displayed in a moment of complicity between a child and a parent.

CHRONICLES OF THE SUN

CONTEXT

While TF1 launches “Demain nous appartient” to compete with “Plus belle la vie” on France 3 in prime time access, France 2 launches in turn its own daily soap.

CHALLENGE

Conceive a visual identity and credits that shape the fundamentals of a full-fledged brand.

SOLUTION

For the opening credits of this choral fiction, the agency values emotion and feeling by stitching together a mosaic of subjective shots, an instantaneous and spontaneous memory of daily life. Evoking the breakage as much as the brilliance of a jewel, this concept makes up a graphic display that enhances the discontinuity of life, while bringing into focus the idea of togetherness.

LIGHT AS A CHRISTMAS BUBBLE

CONTEXT

Every year, France 2 gathers its viewers around its Christmas packaging, a moment of communion between the channel and its audiences.

CHALLENGE

Re-enchant the lives of French people at the beginning of winter and share exceptional moments with viewers.

SOLUTION

As France 2 wished to stage the media’s faces, we imagined an interactive and modular device, in which the hosts present their wishes to the viewers while having fun with suspended bubbles in which appear the rosettes.

The channel’s hosts joined the game to present their holiday wishes while having fun with bubbles in suspension in which the rosettes appear. The production schedule included shooting with 50 different TV personalities and the delivery of no less than 200 assets, including five 40-second clips.

PROCESS & BEHIND THE SCENES

TRAUMA

CONTEXT

As a thriller channel, 13ème Rue launches its first original French TV show.

CHALLENGE

Highlight the atmosphere of a TV show through its opening credits.

SOLUTION

Designed as a mirror game, the opening credits of the series bring to light the faces of the two protagonists, while revealing their dark side. The scenes take place in a blackness textured by the smoke of a firearm. This smoke shapes the compositions, revealing in turn some parts of the image. It dictates the rhythm and creates tension.

TF1 SERIES FILMS

CONTEXT

In order to enhance the offering of the channel HD1, the TF1 group has opted for a new name: TF1 Séries Films.

CHALLENGE

Reinforce the promise of a fiction-focused television channel through its packaging.

SOLUTION

We came up with a logo that plays shapes off of one another in a way that unequivocally links the brand to its parent channel while affirming its separateness. This positioning led us to create animated visual content where blocks and frames pivot around an axis in a choreography of reflected light and changing perspectives. We also designed ad breaks, developing a concept that can be recreated in an infinite number of versions. Using iconography from the different genres broadcast on the channel, we showed the beginning and end of a story, letting the viewer imagine the plot line between the two.

AD JINGLE

BROADCAST DESIGN

GULLI

CONTEXT

Following the acquisition of France Télévisions’ shares by its partner Lagardère Active, a new era is beginning for France’s leading channel for young people.

CHALLENGE

Approach the renewal of the children’s channel’s look and feel in order to increase its appeal to children and parents alike.

SOLUTION

The Gulli brand is all about experimenting and having fun. We developed a set of words and phrases to solidly anchor the brand’s messages of growth, collectivity, and diversification.

AD JINGLES &
AUTO-PROMOTION

We broke the logo down, giving the shapes and colors space to play, run, jump, and bounce. Each element of the logo is a character and, together, they explore the land of make believe.

Our visual content blended flat and 3D design to surprise, delight, and elicit giggles!

PROCESS

GULLI PRIME

CONTEXT

In order to win over adult audiences in the evening, Gulli is launching a new evening time slot.

CHALLENGE

Create a breach in the on-air continuum in order to reach a new audience while remaining faithful to the brand’s graphic fundamentals.

SOLUTION

We created a feel-good environment where the neon lighting creates a bridge between the lights of the night and the good mood that is the hallmark of Gulli. Our proposal uses the square shape and green color of the Gulli logo, which is integrated into a dynamic sequence of shots featuring a device of cubes that interact together. They collide and bounce around, reflecting the entertaining and cheerful offerings of the new time slot’s various programs.

AD JINGLES &
AUTO-PROMOTION

BROADCAST DESIGN

NO SIGNAL

CONTEXT

This experimental project, conceived as a generic fiction, is a tribute to the film 2001, A Space Odyssey, by Stanley Kubrick.

CHALLENGE

Assist one of the agency’s artistic directors in a project that leads our creative studio’s team to other creative territories.

SOLUTION

Freelancer since 2019 and now globally renowned, the artist Friendly Robot pushes the limits of 3D realism. Experimenting with a new form of writing, he combines aesthetic and technical mastery for an epic rendering that seduces both fiction producers and brands looking for exceptional graphic territories.