Cannes Contenders: France

Pharrell Williams Cash In Cash Out

Nothing to say except it's the best music video in a long time. The direction and execution are perfect. We know the economy of music videos today, even for this type of artist, and the first thing we think is: damn, it must have taken so long to produce! Kudos to Francois Rousselet, who manages to innovate once again.

Pharrell Williams ft. 21 Savage, Tyler, The Creator – Cash In Cash Out

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Production Company Division/France
Director Francois Rousselet

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Production Company Division/France
Director Francois Rousselet
Animation/VFX Electric Theatre Collective
Producer Jules De Chateleux
Head of CG Greg McKneally
Colorist Connor Coolbear
Editor Nicolas Larrouquere

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Just Dance 2023 Welcome to the Party That Never Ends

I always find it remarkable when the agency and director manage to completely change the image of a brand in a campaign. Just Dance has been around for years with its sugar-coated films for teenagers and, this year, DDB has succeeded in taking the brand's target audience a bit more seriously by creating simple, beautiful films. I'm a little jealous of not having produced these myself.

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UBISoft – Just Dance - Mom

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UBISoft – Just Dance - Bar

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UBISoft – Just Dance - Morning

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UBISoft – Just Dance - Birthday

Heetch Modric

The more stupid it is, the better! When I see this type of campaign, I like to think that the creatives came up with this idea while peeing during halftime of a Croatian warm-up match for the World Cup. Often, it's the best idea! To turn people's brains on Twitter by simply explaining that every time they hear a Croatian player, they'll hear the name of the Heetch brand, for me, that's genius!

Heetch - Modric

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Lacoste campaign

I think this campaign is the culmination of the mix of Lacoste styles that has been so unique for years. It manages to reach my uncle who plays tennis, the hipster in the 10th arrondissement (me), and the guy in the tracksuit who does breakdancing in Lyon. It's cliché but so true, and BETC has succeeded in a masterstroke with this campaign. It's stylish, funny and simple, nothing more.

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Lacoste – I Go For A Lacoste Polo

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Lacoste – I Dare The Slides-And-Socks

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Lacoste – I Choose The Bucket Hat

TikTok BookTok

A campaign for France, directed by French people but coming from England, produced by Pulse. Congratulations to them. I think we lack this type of creativity in France. Being too focused on the concept can sometimes harm creativity. The staging is well thought-out while remaining simple and effective for the message. It's the trademark of Julien & Quentin, and I would love to see their work rewarded at Cannes!