This brand film for Lacoste out of agency BETC Paris features a couple whose relationship has hit a rough patch. They are arguing and on the verge of breaking up. Words that can’t be taken back are said and a metaphoric gap is created between the man and the woman. As their apartment and the entire multi-story building housing it collapses and crumbles into pieces around them, they suddenly realize that they have gone too far, and they take a brave leap back towards each other. The scene is intensified by the spectacular stunts and decor, in a powerful illustration of their desperate fight to not give up on one another and their values.
“L’Hymne à l’amour” sung by Edith Piaf reinforces the incredible intensity and emotion of this “Crocodile Inside” film, which was directed by French collective Megaforce via production house Iconoclast. Time Based Arts, London, served as visual effects house.
Credits
Client Lacoste Agency BETC Paris Bertille Toledano, Gaëlle Gicqueau , Fanny Buisseret, management; Rémi Babinet, executive creative director; Aurélie Scalabre, creative director/art director; Olivier Aumard, creative director/copywriter; Damien Bellon, creative director; Jessica Fecteau, assistant art director; Christophe Caurret, music creative director; Philippe Martin-Davies, strategic planner; Fabrice Brovelli, Karim Naceur, Slim Trabelsi, internal production. Production Iconoclast Megaforce, directors; Charlotte Marmion, producer. Sound Production Iconoclast Publishing Music “L’Hymne à l’amour,” Edith Piaf. Visual Effects/Animation Time Based Arts, London Francois Roisin, creative director; Josh Robinson, VFX producer; Federico Vanone, VFX supervisor; Lewis Crossfield, colorist; Thiago Dantas, lead Flame; Shel Gardner, Leo Weston, Adam Paterson, Jamie Crofts, Stephen Grasso, David Birkill, Matt Jackson, Flame artists; Bernardo Varela, Grant White, Leandro Vazquez, Manolo Perez, Matt Shires, Will Robinson, Paul Sullivan, Nuke artists; Mike Battcock, Federico Vanone, lead 3D; Sam Osbourne, Ben Cantor, David Loh, Fabrice Le Nezet, Federico Vanone, Gareth Bell, James Mann, James Spillman, Matt Evans, Stephen Murphy, Tom Di Stasio, Walter How, Zoe Sottiaux, Jiyoung Lee, 3D. (Toolbox: Flame, Nuke Maya, Houdini, Resolve) Actors Oulaya Amamra, Kevin Azais.
Peter Thwaites of The Corner Shop directed this film for healthcare company Abbott that shows what it’s really like to live with diabetes--including the constant judgment, shame and guilt.
The film is the cornerstone of Abbott’s new global initiative called “Above The Bias” out of agency VML Chicago, which is driving awareness about the health impact common misconceptions and bias about diabetes can have on people living with the condition.
Thwaites said, “What initially drew me to this project was the chance to create a visual metaphor for the weight of other people’s opinions--something we all carry, whether we realize it or not. The suit we built to physically weigh down our actor became more than just a prop; it shaped his performance, making the emotional burden feel tangible. Tonally, I wanted to ensure the message felt earned without becoming overly sentimental, allowing the actor to start from a grounded place and gradually reveal the impact of that weight.”
Healthcare company Abbott--known for its medical technology, nutritional products and pharmaceuticals--surveyed more than 2,600 people living with diabetes across eight countries, including the U.S., to help inform the campaign and bring to life the realities of living with the condition. Research found that nearly 70% believe there is stigma associated with their condition; almost 25% have avoided sharing their diagnosis with family or friends out of embarrassment or concern; and 40% have skipped or missed a doctor’s appointment due to shame or stigma.