Industry Craft > Art Direction
PUBLICIS CONSEIL, Paris / RENAULT / 2022
Awards:
Overview
Credits
Cultural / Context information for the jury
End of 2021, Renault launched its new merchandising online store "The Originals Store Renault" showcasing miniatures of Renault’s most iconic models. A perfect opportunity to revive the love for the brand and passion for cars with a series of visuals awakening childhood imagination. Forever kids!
Translation. Provide a full English translation of any text.
The claim, “DO TRY THIS AT HOME” is a funny way to divert the usual disclaimers present on car ads displaying similar situations and is a reference to the use of the toy at home.
Tell the jury about the art direction.
We produced the visuals in full 3D to allow us to scale miniatures of real cars in a hyper-realistic way. Situations taking up the codes of action films (jumps, slippages ...), in sets inspired by 3 major cities, San Francisco, Chicago and New York.
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