Art, History, and Advertising Collide in Renault's Revolution Inspired Spot

Renault’s new campaign for the R5 electric car, crafted by The Mill alongside Publicis 133 and Quad Productions, is a celebration of revolution - both in art and innovation. This visually rich project takes us through key moments in French history, each marked by its own creative upheaval. From film to fashion, the campaign explores how revolutions have shaped culture, seamlessly blending past and present through a striking artistic lens. At its core, this campaign is a tribute to the enduring power of change, just as the Renault R5 itself represents a bold step forward in automotive design.

Thibault Froment, copywriter at Publicis, said, "We wanted to create something never seen before in advertising, a visual object that is both innovative and bold." The goal was to develop a film that felt immersive, a journey into memory by placing the viewer at the heart of each scene. "This film is a dreamlike journey through time".

From the elegance of 1950s Paris to the vibrant celebration of the Moulin Rouge, the project evokes a dreamlike exploration of French art, culture, and history, culminating in an reinterpretation of Delacroix’s masterpiece Liberty Leading the People. "We needed to find a visual link between each era. Initially, the car was only supposed to pass through a painting, but as the project evolved, we shifted towards using different mediums like film and photography. The particles allowed us to create that connection (...) they also add depth to each shot and enhance the immersive feeling." Thibault explains.

Even though each sequence has a distinct visual style, the concept of point clouds and particle animation forms the common thread of the artistic direction. From grainy paper texture to brushstrokes and altered analogue renderings, a meticulous work was conducted to ensure smooth transitions while enhancing immersion in each tableau.

"The core idea was to create a genuine sense of immersion in each era, with one of the primary inspirations being the work of artist Benjamin Bardou. His art (...) evokes the essence of memory from a narrative standpoint." said Alexis Baillia, VFX supervisor.

The Mill conducted an in-depth exploration of the look and feel of each particle in every sequence in collaboration with the director, Bruno Aveillan. "For instance, in the New Wave sequence, the base particle is a dot, reflecting the grainy texture of film. Meanwhile, in the French Cancan sequence, each particle becomes a brushstroke, resulting in a visual style more closely aligned with a painterly aesthetic." Alexis Baillia explains.

Jean-Baptiste Blandin, a creative on the project at Publicis, adds, "The car is integrated seamlessly into this ever-changing universe through the use of particles, allowing it to visually harmonize with the different periods while maintaining its modern character. They create a fluid transition effect, keeping the car as the central focus. The immersive depth provided by the particles enables the car to move through these worlds with a visual deconstruction effect that symbolizes the passage of time, all while preserving its contemporary appearance."