Lancôme Paris

  • Client: Lancôme
  • Project type: Event
  • Date: 2019
  • Services: Artistic DirectionShootingPostproduction

Lancôme Paris, the luxury beauty brand of the L'Oreal group, wanted to celebrate the largest annual shopping event in China on November 11th, to leverage and increase sales on Alibaba's Tmall e-commerce platform. The goal was to become number 1 in global sales on Tmall for the beauty category by creating an impactful campaign through innovation and new technologies. The result, an amazing drone show that lit up the Paris night sky on 11.11.

01 _ Needs & Problems

Lancome wanted to capture the audience, generate high visibility through its digital media channels. They were looking for a technological piece of art, a new experience for consumers. A romantic journey of kites flying from Paris to China, a story inspired by the styling and charm of one of the most beautiful cities in the world, Paris.

Regarding sales, they wanted to break the sales record of the previous year, to reach 1.2 Billion RMB.

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02 _ SOLUTIONS

We enhance the client's idea by giving it a technological twist, a key factor, to achieve the expected impact on consumers. For this, we designed and created a unique visual show with +300 drones, involved in a perfect synchronized choreography. A kite ballet rising to 120 meters high, covering 600 meters of the Parisian night. An incredible immersive experience. with dancing shapes representing the double eleven, transforming into big gift boxes to become the Lancôme logo to celebrate the biggest Global Shopping festival.

We offered the most qualified services, hiring the best technology partners to set the best scenario. With an international team (project managers, art director, producers, video content creators (cameramen, photographers, etc.), video editor, technicians, technical director, CGI editor, programmers). An international team between France, Spain and China.

How did we do it?

    Art direction: Scenes and drones shapes design and composition, storyboards, video storytelling, photography direction, search, and selection of the different video shoot locations (Port Debilly, Parc de Baumonts, Parc de Belleville, Hyatt Hotel). Advanced technology: +300 drones, programming and software configuration. Video shoot: 1 day in Bordeaux for the drone show test, 2 shooting days in Paris, making of, and the drone show event day. Post-production: Motion graphics, video editing, colour, lighting and photo retouching, music editing, CGI animation, special effects and integration.
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03 _ Results

The Lancôme X Tmall Double 11 has been, for the second year in a row, ranked nº 1 beauty store.

Team

Project managers: Geoffroy De Ribou, Claudia Godoy.

Partner: iBlue Communication, independent integrated agency rooted in China.

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