THE BRIEF
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For Mother’s Day, Marionnaud does not want a product film but real mothers. Bérénice, Auguste’s mum, and the others: filmed in the ordinary gestures of a morning, putting on make-up while the child plays, doing their hair together on the bed, feeding a toddler. The campaign is called “Beloved by the bay” and had to exist as films and as stills, from the long portrait to the short cut, with the products present without ever taking over.
OUR PLAYGROUND
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First Frame carried the whole campaign. A location picked for its light, an apartment under a glass roof and the bedroom next door, so that nothing would look like a studio. Casting of mothers and infants, hair and make-up, unit management, camera and sound crew. Stills were shot alongside the film, retouching included. Then post-production: eight days of editing across two editors, graphics, music, subtitling and integration, to deliver four films of different lengths and the campaign’s still images.