GoSee CREATIVES TO WATCH : Clement Palouzier and Antoine Querolle, CDs at Publicis Conseil present the new RENAULT campaigns ‘R5volution is a French thing' and ‘Renault Captur – Push it to the limit’ here on GoSee
We are delighted to introduce the two creatives Clement Palouzier, Senior Creative / Art Director at Publicis Conseil, and Antoine Querolle, Creative Copywriter at Publicis Conseil, here on GoSee. For many years, they have both been responsible for realizing multi-awarded campaigns and exciting projects at the Paris-based agency. For their client RENAULT, they have been working on two new campaigns which they present us here on GoSee : ‘R5volution is a French thing’ with music by our favorite French duo Daft Punk and ‘Renault Captur – Push it to the limit.’
Clement tells 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.
Creating a mountain of wrecked cars 10 meters high was a challenge. It all could have been done in a studio, giving us more control over everything, but we needed to feel the harsh reality of it, the sharpness of the wrecked cars – we wanted to feel real reflections on these rusty cars. 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.
Also for you on 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.
CREDITS ‘Renault Captur – Push it to the limit’
Marco Venturelli Chief Executive Officer & Chief Creative Officer
Marcelo Vergara Directeur de Création
Clément Palouzier Directeur Artistique
Antoine Querolle Concepteur-Rédacteur
CREDITS ‘R5volution is a French thing’
Arnaud Belloni Global Chief Marketing Officer Renault
Laurent Aliphat VP, Renault Brand Content Creation
Hortense Isnard Car Models Content Creation Director Renault
Agathe Bousquet France President Publicis France
Marco Venturelli Publicis France
Publicis Conseil Chief Creative Officer
Chief Executive Officer
Marcelo Vergara Publicis Conseil Worldwide Creative Director
Antoine Querolle Publicis Conseil Copywriter
Clément Palouzier Publicis Conseil Art Director
Sarah Bouadjera Publicis Conseil TV Producer
Philippe Martin-Davies Publicis Conseil Global Strategy Director
Nicolas Izel Publicis Conseil Channel Planner
Hugues Reboul Publicis Conseil Global Client Lead
Grégoire Verdet, Faustine Leblan, Mathilde Ferail, Agathe Morandeau Publicis Conseil Client Lead
Caroline Petruccelli Publicis Conseil Head of Agency Production
Hugo Diaz Henry Producer
Sebastian Strasser Henry Director
Renaud Jaget Henry Line Producer
Joost Van Gelder, Julian Hohndorf, Sebastian Blenkov Henry DOP
Polo Luisetti La Casa Film Executive Poducer
Tirso Diaz La Casa Film 1st Assistant
Lucie Gardes Henry Production Coordinator
Clément Pignal Henry Post Production
Raimbaut Gaffier, Benjamin Cathala Prodigious Post Production
Stefan Susemihl Lipstick Berlin Executive Producer
Madlen Folk Lipstick Berlin VFX Producer
Patrick Bennar Everest Paris Supervisor SFX On Set
Walter Mauriot Everest Paris Editor
Alex Jaffray Start-Rec COO
Emiliano Serantoni Everest Paris Colorist
Arthur Lequime / Mathieu François Start-Rec Audio Producers
Donatienne de Montety Start-Rec Business Affairs
See it all on publicisconseil.fr
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