GoSee 'CREATIVES TO WATCH' : Clement Palouzier und Antoine Querolle, CDs bei Publicis Conseil präsentieren auf GoSee die neuen RENAULT Kampagnen 'Renault 5 - revolution is a French thing' und 'Renault Captur - Push it to the limit'

Wir freuen uns die beiden Kreativen Clement Palouzier, Senior Creative / Art Director bei Publicis Conseil und Antoine Querolle, Creative Copywriter bei Publicis Conseil, auf GoSee vorzustellen zu dürfen. Seit vielen Jahren sind die beiden bei der Pariser Kreativ Agentur für die Umsetzung mehrfach ausgezeichneter Kampagnen und spannender Projekte verantwortlich.

Für ihren Kunden RENAULT haben sie soeben an zwei neuen Kampagnen gearbeitet, die sie uns auf GoSee vorstellen : 'Renault 5 - revolution is a French thing' mit Musik von unserem französischen Lieblings-Duo Daft Punk und 'Renault Captur - Push it to the limit'.

Clement zu GoSee: “Antoine and I met five years ago at Publicis Conseil. At that time, both of us were working independently, and we decided to team up and work together. We create films and activations for clients such as Renault, Dacia, Orange, Fnac, Engie, Licra, and others. Typically, we receive a brief together and then brainstorm separately. Afterward, we share our ideas and discuss them to refine and enhance them. We then create key visuals to convey the overall feel and ambiance of the project and prepare our presentation with a video to give a rough idea of how it might look.”

R5volution is a French thing - The relaunch of such an iconic model is an event, but the new R5 has been redesigned from scratch: 100% electric, made with recycled and renewable materials, and featuring a visionary design. Call us nostalgic, but : “If you want to start a revolution, you have to leave everything you’re familiar with behind.

The film is a metaphor for a turning point – bidding the old automotive world farewell and the start of a new one. Through an epic journey, viewers follow a man climbing a gigantic mountain made of old Renault cars. The mountain itself represents what the brand (and more generally, the entire automotive industry) used to be: thermal vehicles with combustion engines, causing pollution, not built with recycled materials. The difficult ascent illustrates how hard it is to start such a revolution in the industry. But when he finally reaches the top, he discovers what’s on the other side: a car that stands for a new car world – electric, digital, resourceful. Enter the new Renault 5. As mentioned above, we have an iconic new car to present and a metaphor of this turning point in the automotive industry to convey in visuals: beyond the challenge in itself of making these points coexist, we thought this pile of wrecked cars could be a dramatic devise itself, to create suspense – so that viewers feel this is no joke.

Which is why we shot EVERYTHING in natural light, and it has a clear impact on what you see on screen. We used CGI to extend the mountain around the real structure, to add a bit of poetry and magic to this world. More than 72 Renault 3D models were used. We then had to create a specific VFX tool that allowed Lipstick, the post production company, to pile up the cars organically and calibrate the amount of damage, rust, or missing parts of cars.

Ausserdem für Dich auf GoSee.News : Renault Captur - Push it to the limit. Publicis Conseil has come up with a new campaign : ‘Push it to the limit.’ These limits refer to the messages that advertisers and brands used to entice consumers to buy their cars. The commercial features a parody of car advertisements from the 70s, 80s, and 90s when cars were considered weapons of seduction, power, and ultimate coolness.

All this is done with a mischievous nod to the Renault ads of the time, as iconic models and scenes are recreated. Fans will recognize the R19 Cabriolet, the R17, the R25 Baccara, and the R21 2L Turbo among the cast. They will appreciate the visual treatment and ‘Push it to the limit’ soundtrack borrowed from the iconic 80s film Scarface.

While the brand shows that it has come to terms with its past, it also proves that it has evolved and is able to respond to the concerns of our day and age. The transition to the present is made by zooming out to reveal a sculpture made from old television screens. The new Renault Captur drives past it and continues on its way – signifying that it has left the past behind it.

The modernity of the camera shots reflects the modern design of the Renault Captur – highlighting the benefits of the E-Tech full hybrid engine: it saves up to 40% fuel, can be driven electrically up to 80% of the time and has a range of up to 1000 km.

Marcelo Vergara Directeur de création

Clément Palouzier Directeur Artistique

Antoine Querolle Concepteur-Rédacteur

Laurent Aliphat VP, Renault Brand Content Creation

Hortense Isnard Car Models Content Creation Director Renault

Marco Venturelli  Chief Creative Officer Publicis Conseil

Marcelo Vergara Creative Director Publicis Conseil Worldwide

Antoine Querolle Copywriter Publicis Conseil

Clément Palouzier Art Director Publicis Conseil

Sarah Bouadjera TV producer Publicis Conseil

Philippe Martin-Davies Global Strategy Director Publicis Conseil

Nicolas Izel Channel planner Publicis Conseil

Hugues Reboul Global Client Lead Publicis Conseil

Grégoire Verdet, Faustine Leblan, Mathilde Ferail, Agathe Morandeau Client Lead Publicis Conseil

Caroline Petruccelli Head of Agency Production Publicis Conseil

Sebastian Strasser Director Henry TV

Renaud Jaget Line Producer Henry TV

Joost Van Gelder, Julian Hohndorf, Sebastian Blenkov Henry DOP

Polo Luisetti   Executive producer La Casa Film

Tirso Diaz 1st assistant La Casa Film

Lucie Gardes  Production coordinator Henry

Clément Pignal  Post-production Henry

Raimbaut Gaffier, Benjamin Cathala Post-production Prodigious

Stefan Susemihl Executive producer Lipstick Berlin

Madlen Folk Vfx producer Lipstick Berlin

Patrick Bennar Supervisor SFX on set Everest Paris

Walter Mauriot  Editor Everest Paris

Alex Jaffray Start-Rec COO

Emiliano Serantoni Colorist Everest Paris

Arthur Lequime / Mathieu François Start-Rec Audio producers

Donatienne de Montety Start-Rec Business Affairs

See it all on publicisconseil.fr