Morgan Girls

An other post from my secret stash of past projects, this time a work for a new concept store.
Giving Caesar his due, it was a team effort, with my classmate Roseline Veujoz.

You may be familiar with the brand, Morgan, and for those who are not, they are specialized in women clothes.
After studying the brand DNA, we realised that this was the most important thing to know about the Morgan-Girls : they are confident, captivating and sexy, ready to go after what they want...
In fact, they are not unlike the James Bond girls !
And here was our concept.



Red, steel and black are their colors, and the store was to emphasize this aspect, as well as their clean certainty and their cutting-edge seductiveness, using shapes like the spiral or the iris, the confort of a world where they have the power.







What was meant to be a one-shot store concept is strong enough to morph into a co-branding venture, or even a full scale advertising campaign concept.

Mug up! Or else...

The goal of our second long-term design project, overseen by Ruth Sykes, also from Reg Design, was to create a call to action, through the design of a poster and a supporting item.
I chose to communicate on the matter of disposable paper cups. The goal was to make people change their behavior and use a travel mug rather than the averages paper cup that always ends-up in the trash.


The name of the campaign, Mug-up!, is voluntarily bossy, and works with a more playful line that justify the call to action.


In order to sensibilise people on the matter, I showed an overdramatic result of the use of cups. Playing on the huge quantity of paper cups that end up thrown away everyday, I chose to humanize them, making the threat more tangible.
The poster plays on this spooky aspect with dramatized light, sharp contrasts and green overtone evocative of danger and horror movies.

The item is complementary to the poster and used to reach the people whose behavior needs to change (i.e. people using take-away cups), catch their attention. To achieve that it uses the usual dressing of the paper cups: a cardboard sleeve to protect from the heat, and a small cardboard disc fixed on the lid of the cup.

As the campaign is non-profit, it could be global and the customized sleeves and lids would be available with all take-away beverages, no matter the brand: Starbuck, Costa… All would participate, helping to increase the awareness on the subject and acting as a trigger to make people change their habits.

Designing the people in my life...

This year design classes were eventful, and apart from many small assignments we worked on two long-term projects. One of them, overseen by Emily Wood from Reg Design, was entitled "Everyone I've ever known".
The brief was to find a way to classify the people in our lives and to convey those information through a poster.



In “Where are you? (in my life)” I chose to illustrate how the divers social circles overlap with one another, mapping the mains groups of people through the way we met and their place in my personal landscape. The customisable tags “… is here” ad an element of playfulness and interactivity to the poster by allowing people to place themselves in the precise overlapping area they are in.



On the subject of designing a visualisation of complex informations or numbers, the website Designing the News is an interesting and plentiful resource.

Work in Progress...

Coming soon...

The Cupocalypse.

Eat a potato, save the world

Today a flash-back for a pitch I did with a team of schoolmates a while back.
The advertiser was the CNIPT (the French National Trade Association For Potatoes).

To bring fun into the product consumption and create a strong call to action, we chose to center the campaign around the idea of war against Potatoes. The Potatoes are attacking the human race, only one retaliation is possible: eating them. The tagline was “Eat a potato, save the world”.

The campaign starts with the airing of a commercial on every channel before the traditionnal 8 pm TV news.

Pub CNIPT Freemind version sous-titrée
envoyé par C-Brousse.

The day after the first airing of TV commercial, false covers are run on newspapers front pages, announcing the potatoes attack.

Headline: Potatoes Declare War to Mankind !
The news in brief announce some points of the campaign to come and establish some more background elements :
- The website savetheworld.com to know more about the war
- The creation of the NPFP Squad (No Pity For Potatoes), which invite people to join and act
- The distribution of potatoes peelers in the streets
- Interview with a specialist talking about the nutritional quality of potatoes

Later, other videos following the evolution of the war against potatoes will be put online on savetheworld.com and on community websites. People will be invited to post their own method to destroy potatoes and the best ways to cook them.

CNIPT Freemind, buzz web
envoyé par C-Brousse.

Pimpin’ Ducks

I used the (almost) infamous free range vector duck and customized it for the Pimp My Brand team I worked with all week on the Starbucks VIA pitch.
(And before you ask, no there is absolutely no link between ducks & coffee, but ducks and I go a long way back, so it was a bit of an inside joke. Remind me to tell you one day how I once suggested to train ninja ducks to get ride of the pigeons in Paris as an answer to a Creative Thinking assignment aiming to improve life in the city... ^ ^ )







And now you can download the package and spread the love with your own customizations. :)
(Or ask me to do it for you if you are lazy... ^^)

Don't mention the war...

Those of you who are English are probably familiar with the Spitfire beer advertising campaigns. (See this link for previous ads.)
War puns against the German and exaggerated nationalism are the only rules. Creating other versions of the same kind of ads is a fascinating challenge for a foreign creative: it’s all about slang, over the top puns and references that are almost impossible to understand for non-English people… And that’s why it’s exactly our copywriting teacher made us do it.

I had a go at it and the three following ads are what I came up with. Feel free to comment: do you get the references? Does it work? :)

The Wallace Collection

Last Tuesday we did a half-a-day long workshop in our Design class.
The assignment was to go to the the Wallace Collection (which is two streets away from our building), visit and take pictures, and then put together a foldaway booklet with four pictures linked to four words summarizing the museum as we saw it.


For those who don’t know the Wallace Collection, the place is crazy. Absolutely stuffed with baroque and rococo furniture, gold everywhere, sculptures, paintings, huge military rooms full of swords and armours…
I took a lot of picture of the patterns I could find, including the incredible wallpapers (it was different for each room). Another series I took was of juxtapositions between different objects, sculptures and paintings…


















I finally decided to use this last selection of pictures to convey some of the feelings induced by the place, focalizing on single pieces and outlining how they reflect the whole collection :

The Road to Success...

is always under construction and mine has gained a new (small) paving stone.


The .(cicada). and the Ant, by La Fontaine.
Tag line: 50 years from now, one in two species will have disappeared. Act now.


The .(wolf). and the Lamb, by La Fontaine.
Tag line: 50 years from now, one in two species will have disappeared. Act now.

Last year, the first of those two ads I created for WWF during advertising classes ran into the infamous Lürzer's Archive’s student page, de facto nominating me for their 2009 ‘Student of the Year’ Award.
I found out when I received this impressive looking tablet through the mail.




If you have the Lürzer's Archive at home, leaf through issue 1-2009 to page 173. Here it is!