Able&Baker's Remy Cayuela discusses how he put a comic twist into a hugely entertaining spot for French supermarket giants Carrefour - a standout piece of work in a sector not always associated with a sense of humour.
Q>Where did you shoot the spot?
Near by Barcelona, in a beautiful and very picturesque villa.
Q>Is it correct that it’s part of a very large campaign?
They're releasing films based on different ranges of products. This one was focusing on the beauty products especially. We wanted to play with the clichés of a classy party and to contrast it when we discover the classy crowd actually uses affordable products you can find at Carrefour.
Q>Was it you that introduced the risqué lines with the beeped out language, or was this in the original script?
In the film the camera and the voice over are a character in the party, observing scenes and commenting on it with a bold sense of humor. The idea was to completely balance the classy look we were looking for with a strong comedy tone in the voice over, mixing beauty and comedy.
We worked very closely with the amazing creative team at Publicis to come up with funny lines that could push the comedy a bit further while feeling super natural. In the end it gives a lot of personality to the 'camera character'.
Q>Any interesting facts you can share either from the shoot or the process as a whole?
We had the chance to work with mutli-award winning dop Eric Gautier (who signed the photography on "into the wild" by Sean Penn, or "The Motorcycle Diaries" by Walter Salles).
Agency Production: Catherine Huet
Creative Agency: Publicis
Creatives: Alexandre Hildebrand, Martin Darfeuille