Maurice Lacroix rolls out a brand ambassador campaign that is fun, honest and encouraging. Delivering a message to a young audience that is inspirational, by demonstrating how these athletes approach their lives and their sports.
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Working with Gilles Sandoz, Around Communication, we had a tight budget, and hard timings to work with. Since all of Maurice Lacroix's athletes were in town for an annual general gathering, we capitalised on the event to shoot this project all in one go, over two days. In total we have 11 people to film, photograph and interview. So the process had to be very well timed and managed with parallel shoots going on throughout the day.
The challenge on this job was to make a fun and honest campaign. We knew it had to feel like it was driven by the personalities and not the brand. By having a space which acted as a blank canvas, Dario Nucci directed each person to experiment with movement and make it their own. We started each session by joking around with the talent, loosening up with stretches and silly moves. Working together, we slowly built on that by bringing in their sports skills and finding an activity that made sense to them, but was something new.
We built a set in a studio space run by Artaban Filmance in Neuchatel. It was important to have a space where each of the talent could arrive and feel comfortable to hang out together, after all, they all know each other from previous shoots and events. David Baumann and his team are experienced multitaskers and although we had a lot happening over those two days, we achieved it all without issue, thanks to the technical experience of the team.
With an eye on speed and cost, we had the colour grading and retouching done by Artaban's in-house team. Alpha took the footage material and produced 8 x 1min edits, in wide and vertical and square social media formats, ready for upload. Due to availability of the products, the final versions are being rolled out over a period of 8 months - turning a 2 day shoot into a campaign theme usable for most of the year!