From its beginnings in 1926 as a creative hot shop in Montmartre, to its international expansion, embrace of data and technology, and its position today as a leading holding company, Publicis has gone through several substantive transformations over the past 100 years.
But one tradition hasn’t changed: the annual Wishes.
And to ring in the new century, who better to create them than Publicis Conseil, the agency built by founder Marcel Bleustein Blanchet?
Blending live action and real actors with the latest in AI production, from the Publicis Groupe’s proprietary platforms and tools, this edition of Wishes tells the story of the pioneering spirit, endless innovations and resilience that enabled the company and its people to withstand war, Nazi Germany, fire, economic downturns, technological revolutions and a global pandemic during its first 100 years–and to now be poised to continue to lead and reinvent the industry entering its next century no matter what the future holds.
Here’s the story of Publicis titled “A Lion Never Gives Up.” The film blends live action, GenAI 2D and 3D imaging to reconstitute scenes from the company’s past, reducing the price of scene reconstruction and opening up new creative possibilities.
A quarter of the film is live action footage, with the rest created by AI, drawing on photos, films and documents from Publicis’ own archives.
AI prompt artists and AI archivists managed, sourced and cataloged both the volume of real images needed for a project of this size–4,500 for 150 individual shots–and the AI-generated ones. In a traditional pipeline, once you reach the editing stage, everything is locked in. Here, everything remained open: each shot could be regenerated from scratch.
