THE BRIEF
–
Renault launches the Arkana and turns its back on the classic car film. The R•Creative campaign sets an athlete against the vehicle: a basketball player, a ball, a row of chairs, and a stark graphic treatment where black and white lets through a single spot of colour. The product is not demonstrated, it is staged.
OUR PLAYGROUND
–
First Frame handled the edit and the motion design of the Arkana campaign, across four successive waves. The work starts from existing rushes and archive footage: everything happens in the edit, in the way the athlete’s movement answers the line of the bodywork, often within the same split frame. On top of that comes the typographic treatment, animated volume lettering for each product capsule, from comfort to 360° vision. A campaign where post-production does not support the idea, it carries it.