Masaya Kochi

幸地正矢

Square - C’est Carré

Agency
72andSunny 

Director
Matvey Fiks

Music
Guillaume Ferran

Prod. Company
Birth Production


RoleLead Creative: Concept, Art Direction and Design

To launch Square in France we created a campaign to drive awareness of the brand and the strength of its ecosystem. The idea is that Square’s ecosystem takes care of all sides of its customers’ business – where everything is under control and when all sides are taken care of. A promise conveyed by use of the common French expression ‘C’est carré’. A match made in heaven as s the French word ‘carré’ means ‘square’ in English,

We played with the shape of carré (square) with a film technique that leans closely to the idea of Square being there for all sides of your business. 

One film features a retail business, the other an interior design business. In both, the workspace of each business owner was recreated in a giant, rotating cube with every prop and piece of set dressing designed to be able to turn 360 degrees. The store owner and designer were filmed trying to work in their room as the giant cube was turned. Using a specially-built rotating gimbal, filming took place at Bulgaria’s Nuboyana Studios, Sofia over ten days. 




















BTSThe rotating set.





OOH
Motion Design by cdrc.tvUsing our rotating square as our main grid system, the executions span accross digital, print, social, DOOH and OOH. They also include a special panoramic placement at Paris metro station St Lazare and La Défense. 


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