CRAFT: IDEA (2022)
COMMERCIAL WORK (CRAFT: IDEA)
Outlaw Runners - Distance
|Title of Piece:||Outlaw Runners|
|Producer(s):||Pierre Cazenave-Kaufman & Charlotte Giral|
|Director of Photography:||Jules Renault|
|Creative Director:||Stéphane Xiberras , Stephan Schwarz|
|Visual Effects:||Paul Laurent|
|Music Composer:||GUM – Green United Music|
|Instagram Tag:||@production @Soldats_films @betcparis @renaultjules @reupie_ @charlottegiral @stephan_schwarz @jenesuissurinstagram @julien_vergnito @naza_giral @paul_laurnt|
|Extra Credit 1:||ART DIRECTOR : Julien Vergne and Alexandre Girod|
|Short Synopsis:||On August 31st 2021, Paris speed limit falls from 50 to 30km/h.
To enforce this new law, speed camera were installed everywhere. The penalty for the speeding : a 135€ fine. But French always find a way to break the rules.
Distance, a high performance running store challenged professional athletes to get caught by the speed cameras. In addition to the social video, overexposed black-and-whites pictures in the form of speed camera images were displayed in an outdoor guerrilla campaign, on social media and in-store.
This campaign set the media on fire and the campaign earned 117 000 000 impressions and 105 press articles repressing 6 million euro in earned media. Being an outlaw runner became a trend with a large number of athletes sharing their attempts to trigger speed cameras on social media.
|Extra Credit 2:||LINE PRODUCER : Lina Maldonado|
|Extra Credit 3:||HEAD OF POST-PRODUCER : Grégoire Giral|
|Extra Credit 4:||CO-EDITOR & CRAFT : Paul Laurent|