Recent times have outlined the need for city-centers’ transformation with new ways of mobility (self-service scooters, electric bikes, hoverboards and electric eKickscooters) and adapted to new citizens’ behaviors. In this context where cars are no longer systematically the only solution, SEAT disrupts the market by no longer being a car brand but a mobility provider. The Spanish manufacturer’s ambition is to become the leader in this field, initiated by the expansion of its range and its launch of electric micro-mobility.

What would daily life be like if we could change our means of transport in the blink of an eye, depending on the day and our activities? Agency C14 Paris answers this question through a multimedia European campaign, a key component being this :60 directed by Michel Gondry and Olivier Gondry via production house Partizan.

In this film, the days follow one another but are not quite the same. Indeed, daily movements cross and overlap in a perfectly fluid way in a dynamic, poetic and surreal choreography, which is made possible by the SEAT mobility range including a car, an eScooter and an electric kickscooter. All the technicity behind the making of this film was a real challenge that the Gondry directors enjoyed tackling. The Gondrys in a joint statement shared, “Why make it complicated when you can make it even more complicated? We’ve mixed three threads, but they become parallel and independent again. This is the kind of problem we both like to ask ourselves and solve. It’s been going on for years. We go off in all directions and then we find ourselves in the end.”

Also helping to drive the spot is the “Hang My Head” soundtrack from singer Dylan Cartlidge.

Credits

Client SEAT Agency C14 Paris Alexander Kalchev, chief creative officer; Alexis Benbehe, Pierre Mathonat, creative directors; Shanel Redzheb, artistic director; Lucie Guidon, copywriter; Paul Ducre, Julie Hasle, supervisors; Dominique Castellano, strategic planner; Corinne Persch, TV producer; Gaelle De Pompignan, TV producer assistant; Jerome Deplatiere, post producer; Pia Schneider, art buyer. Production Company Partizan Michel Gondry, Olivier Gondry, directors; Khalid Tahhar, producer; Isabelle Labeylie, production director; Stella Rossini, production coordinator; Yann Hurphy, production assistant. Postproduction Mikros Renaud Coulon, postproduction director. Music “Hang My Head” by Dylan Cartlidge Studio, Mix & Sound Design Studio 5 Marine Cremer, music supervisor.

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