Top Spot of the Week: Mister Fifou's Photographic Take On Allure Showcased In Peugeot Short Directed By Fabien Ecochard

Almost a year ago, Mogul (an agency in the Omnicom Group), suggested to Peugeot to use visual arts and particularly photography to develop its brand message around the concept of allure. YellowKorner photography was quickly chosen as the worldwide distributor and the agency implemented and managed this unprecedented partnership, from digital to retail.

In collaboration with YellowKorner, five artists were challenged with capturing allure and turning it into a work of art. What does allure represent to them, what does it mean? How does it translate into photography? Each photographer chose their own location and interpretation of the theme, capturing allure within their own creative universe.

The result is a collection of images that are as unique as they are alluring, and a series of short documentaries following each of their journeys.

This short--shot in Montgreuil, France, and directed by Fabien Ecochard--gives us the perspective of photographer Mister Fifou who’s “Looking for Pride.” For over 20 years, Mister Fifou has been the artistic director for countless famous rappers, contributing to over 800 album sleeves. In a deliberately unconventional shoot, he explores urban culture in his Peugeot 408, to give his unique and electric representation of allure through power and pride.