Responses by Marcelo Vergara, executive creative director, Publicis Conseil.
Background: Building on its centenary heritage, commercial automobile company Renault innovates and offers the best solutions for all professionals to help them achieve success regardless of their craft. Today, the last-mile delivery boom and the ecological transition concerns have changed how professionals transport merchandise and meet customers. That’s why Renault adapts its range to address these new needs.
Design thinking: We thought it would be more interesting to tell the story not from Renault’s point of view but from the view of professionals and entrepreneurs who have used—and are using—its vans to shape our cities through time. Because they must constantly evolve in the marketplace, Renault must do the same to help them. So, we decided to tell the story of a store that evolves through time.
Challenges: The production itself. We wanted to create a store and make it real with a lot of work on set design. This meant we had to build the exterior and interior of the store at different times. To avoid wasting time, the production was split into two sets. While we were shooting the store at one time, the other set was being built on a second stage. It was a real challenge, especially since the director Rodrigo Saavedra had the crazy idea of adding two additional periods into the spot. But Rodrigo and the production company Soldats managed to make the impossible possible within Renault’s allotted budget, and we are grateful to them.
Visual influences: This van is for professionals who create each day with their own hands. So, we wanted the film to have an actual craft aspect, avoiding using too much CGI—outside of backgrounds—and visual tricks to be as realistic as possible. Filmmaker Wes Anderson was, of course, an influence that we gave during the briefing, especially in the spot’s transformations that happen in real-time.
Favorite details: The whole film. We achieved it because of the amazing team spirit between the production company, the agency and the clients. During the shoot, we felt we were all looking in the same direction—communication was easy. When you produce a film in this environment, you clearly feel something great will come from it.
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