The fastest snake on earth, 100 drones and a stunt driver up to the challenge: Peugeot and agency BETC put the precision of the new 508 SW to the test by scanning a snake’s movements to create the snakiest road in the world using drones.
During an entire night, the abandoned airport in Athens trembled to the sound of a challenge that was at the time technical, human and artistic. All to show that precision is like a second nature to the brand. A world first performance that put the precision of PEUGEOT latest creation, the new break 508 SW, to the test.
David Martin Angelus, creative director at BETC, said, “We searched for the windiest road in the world. After searching for over a month, we realized that none of these roads were challenging enough for the new Peugeot 508SW. So we decided to create our very own road. The snakiest road in the world.”
And nothing is snakier than an actual snake. That’s why BETC decided to create the world’s “snakiest road” using an actual snake. The movements of a Bull Snake, one of the world’s fastest snakes, were scanned with a 3D scanner. Then, with the help of “Dronisos,” a company that specializes in synchronized drone flying, the movements of the snake were exported into a flying software that modeled the first road entirely formed by hundreds of flying drones that perfectly recreated the snake’s movements and thereby created a winding road that moves in real-time.
A constantly moving and changing road that comes alive with random twists and turns, as unpredictable as those of a snake, demands a driving precision that is out of the ordinary. San Yélamos, a professional stunt driver, had to navigate the road without hitting any of the drones. A challenge she was able to overcome with the help of the new Peugeot 508SW and its i-Cockpit that boosts an exceptional performance handling.
“The World’s Snakiest Road” was produced by Phantasm and directed by Collin Tilley, known for his music video work.
CreditsClient Peugeot Agency BETC Paris Henri Tripard, Tiphaine Du-Plessis, Nabila Rakibi, Annaëlle Foy, Mathilde Sikorsky, agency management; Rémi Babinet, Antoine Choque, executive creative directors; David Martin Angelus, creative director; Thomas Defert, art director; Olivier Mille, copywriter; Guillaume Martin, head of strategy; Karim Naceur, global head of production; Thibault Blacque-Belair, sr. creative producer; Arthur Cantin, creative producer. Production Phantasm Colin Tilley, director; Erik Sohlstrom, DP; Gary Farkas, head of production. Postproduction Nightshift Sound General POP Christophe Caurret, music creative director. Music Song: Namesnake & Drone Sylvain Rety, Chris Hollis, composers. Publisher Ultra Schmooze Santa Julia Performer San Yelamos
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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