"He has an Audi; he will have the woman." Yes... That was the kind of tagline that aired in France in the early 90s. For a long time, marketers used to push the limits a bit too far to sell their products. Renault was also part of this trend, with cars often being associated with symbols of power, seduction, or domination.

Drawing inspiration from real old Renault commercials, we have reimagined and recreated a series of ads to deliver our message with an unexpected twist. In a bold statement, Renault is issuing an apology for the boundaries it crossed to sell products, and is striving to provide new, compelling reasons to buy a car for a new generation: consuming less energy and generating less CO2.

The overall craftsmanship of the film was essential to make the old commercial as credible as possible. Every aspect, from set design to location, cinematography to acting, was meticulously planned during pre-production so that the audience could believe they were actually watching old commercials. The music, of course, also had to match perfectly with the era. Additionally, we had to create a new orchestration for the moment when we transition back to the modern era.