Florent Imbert

It’s called the Odyssey, but for me it was a 2-year journey. This beautiful TVC celebrates Cartier’s history and the inspiration behind their iconic jewelry. This 3:30 film was broadcast on TV worldwide.

One entire year was dedicated to creative development, months were spent perfecting the story while diving into the brand history. The final storyboard that was presented to the client, before directors got involved, was incredibly close to the final film.

Client: Cartier

Agency: Marcel

Director: Bruno Availlan 

In 2017, Rolex became the official time piece of the Academy Awards of Motion Picture Arts and Sciences. Premiering on Oscar night, this film's agenda was to legitimize Rolex becoming a partner of the Oscars’ ceremony; it demonstrates that the iconic brand has always been a part of cinema history. 

Rolex has invented everything you know about watchmaking and continues to push the boundaries of the industry. All this knowledge, expertise, and craftsmanship is what they call “The Rolex Way”. It is their unique way of doing things. 

The Rolex Way is an integrated campaign launched in 2014 with the TVC anthem “Words”. 150 different print executions were also produced featuring watch elements unique to Rolex. Every element was hand-illustrated and paired with a definition, like that found in an old-world picture dictionary. As a special addition, a book was created, binding all 150 prints into a beautiful, leather-bound “Rolex Way” book, which can be found at every Rolex store.

15 Animated TVCs were also produced using the same hand-illustrations featured in the prints to tell the story of the most iconic watches created by Rolex. 

Last year, Rolex demonstrated how the iconic watch brand has always been a part of cinema history (see Rolex - Oscars 2017). This year, Rolex celebrates those who dedicated their life to creating iconic film.

Due to the incredibly short timing and the high expectations of the directors featured in the TVC, this project was probably the most difficult film I have ever produced.

Even if the directors approved the concept well in advance, I had to be incredibly flexible; concepts were often changing due to director’s geographical availabilities, which would change drastically from week to week - a chaotic NYC riot became a calming middle eastern desert scene and an underwater shoot blew up into a full CGI world. I worked closely with the directors to design the best scenario for each of them dependent on the location of the shoot. I sometimes didn’t know what we were shooting a week in advance due to this.

During each shoot day, besides the TVC filming, we also had to shoot multiple print scenarios as well as content videos.

It was really difficult but really rewarding. It was an honor to work so closely with such incredibly talented people.

This film and corresponding print work are Rihanna's first collaboration with Puma. She was one part of the larger campaign, “What Are You Training For”, also featuring Puma brand ambassadors Usain Bolt and Sergio Aguerro focussing on what pushed each of them to train. With this commercial, we connected Rihanna's musical career to a sport brand with the idea "Rihanna trains for platinum". 

In 2017, Tudor's brand positioning was launched: "Born to Dare". Born to Dare is a strong claim consistent with Tudor's DNA - the watch of the adventurer. Featuring Lady Gaga, David Beckman and the All Blacks rugby team from New Zealand, this integrated campaign will continue to run for the next two years. 

Client: Tudor 

Agency: JWT

Director: Mark Romanek

We only had a month to produce some simple assets to educate the American audience about Back Market, the first marketplace for renewed tech devices in the US. Leading a creative team and a producer we came up with the concept of the renewed/refurbished ads: because Back Market is so obsess with refurbishing, we decided to also refurbished old TV commercials for our last campaign.

To celebrate the 50th anniversary of the game-changing Superstar, adidas Originals asked us to find and document the gamechangers walking among us today. Over the span of three months, we shot 20 stories in 10 cities, creating a unique time capsule of this moment in time through the eyes of those making waves at the forefront of culture.

Core Water has always positioned itself in the wellness category, but the definition of what wellness truly means has changed over the years. We reimagined what wellness means in 2020, showing the ups and downs in finding what works for you. This anthem film helped redefine our positioning, creating an inclusive message for those who carve their own path on their wellness journey.

Granola is a French cookie brand famous for having a unique taste. Within the simple box-cookie look hides unexpected deliciousness. This campaign is an illustration of Granola’s surprising taste. 

With small batch coffee roasters feeling the pinch thanks to COVID-19, we helped Keurig create its first ever collaborative roast for good. We identified the most deserving roasters around the country and captured the story of how they worked together to bring three varieties of The Love Blend to life. In the end, proceeds from the sales will go back to the roasters to support their dreams.

Orange was a fascinating brand to work for because it was created by a man who thought there was nothing more vulgar than featuring the product he was selling in his commercial.

The intention of Orange commercials were to strictly demonstrate the emotional benefit of the product.

The metaphor of “Loyalty” is to illustrate that at Orange, the consumer's loyalty always pays back. 

Agency: Marcel

Production company: Gorgeous

Director: Peter Thwaites

This TV commercial aired on the 25th anniversary of BNP Paribas becoming the official partner of the Tennis French Open. For 25 years, BNP Paribas developed its partnership with tennis, sponsoring every kind of event, from professional to amateur tournaments. This film shows us that BNP Paribas supports every kind of tennis player.

Agency: Publicis Conseil

Production company: Partizan

Director: Antoine Bardou-Jacquet

This is the first film I did for Orange. Orange, which is a communications giant in Europe equivalent to AT&T in America, was a fascinating brand to work for because it was created by a man who thought there was nothing more vulgar than featuring the product he was selling in his commercial; every Orange commercial was designed to demonstrate the emotional benefit of the product.

This commercial was released to communicate the merger of Wanadoo (Internet provider), France Telecom (phone provider), and Orange TV (TV provider). These three brands became one: Orange.

The merger offered a new possibility for the consumer, a world with no barriers: Open.

Client: Orange

Agency: Marcel

Production company: Partizan

Director: Antoine Bardou-Jacquet

Orange was a fascinating brand to work for because it was created by a man who thought there was nothing more vulgar than featuring the product he was selling in his commercial.

The intention of Orange commercials were to strictly demonstrate the emotional benefit of the product.

This film, featuring Zidane (famous former french soccer player), was a metaphor meant to illustrate that Orange would release soccer content to the world during the FIFA Worldcup. 

Agency: Marcel

Client: Orange

Production company: Irène

Director: Frederic Planchon 

Rolex brand ambassadors are unlike any other. They are not just paid spokesmen; their Rolex is a constant companion in their lives, a reminder of everywhere they’ve been, and an inspiration for where they’re still to go. In this campaign, we go behind the scenes with Roger Federer, James Cameron, Plácido Domingo, Micheal Bublé, Adam Scott and Tiger Woods, and examine the genuine relationship they share with their watch and the Rolex family.

“Be Fresh” was a French outdoor campaign for Heineken. French law is quite strict regarding alcohol, you're only able to communicate factual elements of the product, such as how it’s made or where it’s from, but nothing emotional that would cause one to crave the product. The trick was to deliver a desirable message within the confines of the law.

Agency: Publicis Conseil

Photographer: Dan Tobin Smith

This was an art direction-based project created to celebrate Puma Suede’s 50th anniversary. Iconic illustrators from each decade were asked to create a visual interpretation of iconic moments in which Puma Suede played a cultural role.

Illustrators: Justin Helton, Dan Stiles, Queen Andrea, David Carson, Ben Wiseman, Orhan Agis, Buf Monster.