PAULINE KERLEROUX

Client: Apple 

Agency: Media Arts Lab London

Creative direction: Pauline Kerleroux, Dave Bennett

Art direction: Jermaine Hillman, Sarah Wickings, Anna Borup, Akwasi Poku

Media: Apple keynote, TV, Youtube and social, Outdoor

2022, Global

Client: Apple
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux, Thomas Gerbeaux
Art direction: Anna Borup
Media: TV, Youtube, TikTok, Snapchat, Twitter, Apple Stores, Partnerships, …
2021, FR

The Painter.
A film by JB. Braud.
Shot on iPhone.

One iPhone. One minute. One film.

The Painter is the third of Le Jeune Cinéma (The New Generation of Cinema) series.

Le Jeune Cinéma is a series of one-minute films shot on iPhone by talented young French directors. Each film shows off the capabilities of the iPhone, supports the next generation of French filmmakers and inspires anyone with a story to make great films.

Beyond the film we created “Les Secrets du Jeune Cinéma”, where the director shares his tips, as well as a broad range of assets specifically designed for each platform, ranging from TV, through to Youtube, Snapchat, TikTok, Twitter, Apple stores and the Apple website.

The pitch: A house painter rings at the door of a big mansion. Welcomed by a strange young woman, he realises one by one he’s being the victim of a misunderstanding.

With Franc Bruneau, Mathilde Warnier et Amalia Vairelli. original music composed by Anne Chmelewsky.

Client: Apple
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux
Art direction: Vicky Simmons, Danilo Berzaghi, Zish Alexander
Animation: Viggo Morck, Dimitrios Papadimitriou, Lou Webb
Sound design: Lenkemz
Media: Digital (display, social, pre-roll paid media, apple.com/de and digital on-device loops in Apple’s retail stores)
2019, Germany

There’s More to iPhone is a digital campaign featuring 16 typographic animations highlighting Apple’s unique and little known commitment to privacy, sustainability, and innovation.

A simple, fact-focused approach let us communicate the iPhone difference to a broad audience. For those engaged with the category we wanted to open the door to more information, and for everyone else prompt them to rethink how they choose a phone.

The strong and simple art direction (black and white, 1 font, minimal sound design, under 15-second long) allowed us to create a series of eye-catching and instantly recognisable animations.

Based on its success, this campaign was then localised to the rest of the European markets.

Client: Apple
Agency: Media Arts Lab London
Creative direction: Thomas Gerbeaux and Pauline Kerleroux
Art direction: Anna Borup
Director and photographer: Axel Morin
Media: TV, Cinema, Snapchat, Youtube, Instagram, Shazam, Apple Stores, Partnerships (Booska-P and Konbini)
2019, France

Young Director Award
Publications in Adweek, Creative Review and Campaign

We asked 3 rappers from Paris, Lyon and Marseille to write and record a song about their city on iPhone. Inspired by their vision, French photographer/director Axel Morin captured the 3 cities in B&W with iPhone X, creating a bold visual style, true to hip-hop aesthetics.

Each of the cities we shot on iPhone had its own tone & texture: silvery grey for Paris, high contrast and strong light for Marseille and deep blacks for Lyon.

The campaign took B&W iPhone photography to the next level, playing with split screens, inverted shots and a creative use of iPhone features (time-lapse, slo-mo…).

Mixing music, photo & video allowed us to share the campaign across many channels. It launched with a live-streamed performance of a song created for the project, followed by 3 x TV, cinema, digital spots (30 & 15”). 3 tailored Snapchat videos invited people to swipe up to 3 iPhone photography tutorials (15”). Each rap track was promoted on the Apple Music app. Shazaming the tracks led to a campaign hub. An exhibition in Paris cemented the photography into French culture.

The campaign delivered mass awareness for our featured artists, with 2x charting on Apple Music for the first time, and Axel being nominated for a Young Director Award.

Client: Design Museum London
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux
Illustration: Max Guther
Animation: Dimitri Papadimitriou
Media: OOH, on site, digital
2018-2019, UK

“Home Futures” was an exhibition curated by The Design Museum London which explored yesterday’s visions of the future, featuring avant-garde speculations from the past alongside contemporary objects and new commissions.

With a simple visual principle, I turned every advertising format into a symbolic 3D ‘room’, inhabited by characters from the past (designed by Max Guther). The result is a series of slightly surreal images and animations, on the verge of realism and abstraction, leaving room for the viewer to imagine his own version of tomorrow’s home.

A whimsical short film shot on iPhone

A 12-minute film promoted as a movie with a Facebook teaser, TV, Cinema and Social trailers, a series of film posters and a set of 6 masterclasses

Client: Apple
Agency: Media Arts Lab London
Creative direction: Thomas Gerbeaux and Pauline Kerleroux
Art direction: Vicky Simmons
2017, France and worldwide

Awards: 
Cannes - Film Craft Lions – Use of Original Music (shortlist)
Clio - Film (bronze)
Clio - Music - Original (shortlist)
British Arrows - Branded entertainment (bronze) 
Ciclope Festival - Branded Content Long Form/Original Music (gold)
Ciclope Festival - Branded Content Long Form/Best Direction (silver)
Kinsale Awards (bronze)
The creative Review annual 2018

Détour is a 12-minute film directed by French Oscar-winning director Michel Gondry shot entirely on an iPhone. 

A lively celebration of the French summer, it tells the story of a little girl’s tricycle that gets lost as a family leaves home for their holiday. Inspired by the works of Jacques Tati and Albert Lamorisse, it pays homage to French cinematic history and demonstrates the iPhone’s incredible features: 4K recording, time-lapse, slow-mo etc.

An original soundtrack was scored by Étienne Charry and a title font was created, based on Michel's handwriting. Gondry also created stop-frame animations with his iPhone.

Détour was Apple’s most successful campaign in France with 2.5 million minutes of content viewed on YouTube France. And what started as a French campaign quickly crossed borders.

Client: Apple Music
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux
Art direction: Dian Sofia, Christoffer Ahlen
Copy: Charlotte Frank
Music supervisor: Chris Pattinson
Media: TV, digital, social, DOOH, OOH, print
2017, UK/FR/DE

We created 6 mini-campaigns for 6 artists: Sam Smith, Rag’n’Bone Man, Charlotte Gainsbourg, Louane, Robin Schulz and Cro.

Each asset we created and produced was signed by a personalised animated note, based off their latest album, personality or general style, and in line with the new branding of Apple Music.

These were very well received by the public—and the artists: 
"Sam [Smith] said it was the best ad anyone’s ever made for him. Loves it. Totally excited. Thinks it’s warm and personal, and captures the album in a perfect way.” Sam Smith Management

Media: digital, social, print
Client: Apple Music
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux, Stephen Hancock
Art direction: Dian Sofia, David Lasar
Copy: Charlie Frank
Illustration: Hattie Stewart
Animation: Matt Smart, Lou Webb
Music supervisor: Chris Pattinson
2017, UK/FR/DE/IT/DK/NL

Get more out of music is a back to school campaign aiming to drive student memberships and free trials, running in a few of our European markets.

The challenge was to create a fun and identifiable campaign, only using existing still assets provided by the music labels and the client.

We collaborated with the English illustrator Hattie Stewart, her graphic and pop style allowed us to turn this challenge into an ownable identity for the campaign.

The whole production was done in house, with 2 x 15’’ animations, 2 x Snapchat Stories vertical edits, and an impressive amount of digital banners featuring the artists curated in each market, each designed individually. 

In addition, we also developed Snapchat filters which complemented the campaign look and feel.

The campaign received an incredibly positive response: new trials were up +68%, which is an unprecedented increase for a campaign like this.

“Strikingly different and remarkable” – Sony France
 

Media: print, OOH, digital print, TV
Client: Apple
Agency: Media Arts Lab
Role: creative direction for print and digital print
2015-2016, worldwide

World Gallery was one of my favourite global campaigns. I love the purity of the concept—turning the world into a giant art gallery, and the purity of the execution—no pack shot, just a discreet logo: the photography and its author are the heroes.  

This campaign was a global effort: the idea first sparked at the Tokyo office, was then picked up by a team in LA, before being redistributed to the whole network, so we all contributed to finding the best images out there, and crafting this simple thought into a cross-channel global campaign.

I was in charge of the print and digital print: not only supervising the search with my team, but also curating the images for each magazine, in order to be contextual.

This campaign has evolved since into something much bigger: it is now the platform for most iPhone communications, and has turned Apple into more than a technology brand: it has become a patron of the arts.

Awards:
Cannes Lions
Grand Prix - Outdoor
Gold - Outdoor (Home Appliances, Furnishings, Electronics) 
Silver - Outdoor (Photography) 
Bronze - Design (Photography) 
Bronze - Design (Poster) 
Clio
Gold overall - Out of Home (billboard)
Gold overall - Poster
Gold overall - Transit
Silver - Integrated (products and service)
Silver overall - Print (products and service)
Silver overall - Print Technique (art direction)
Gold overall - Photography

2014, worldwide.
Online (Apple website)

Apple celebrates the Macintosh's 30th birthday on January 24th, 2014. 
Shot in one day, entirely on iPhone.
Director: Ridley Scott
Role: Art direction of one the vignettes, shot in Lyon, featuring an immersive video performance all created on Mac, and controlled on an iPad.

In 1984, Apple introduced the world to Macintosh. It was designed to be so easy to use that people could actually use it. And it came with a promise – that the power of technology taken from a few and put in hands of everyone, could change the world. That promise has been kept.

Today, we create, connect, share and learn in ways that were unimaginable 30 years ago. Imagine what we can accomplish in the next 30 years.

Digital, Print, OOH
Client: The Design Museum
Creative direction: Pauline Kerleroux
Copy: Aimee Lewis
2016, UK

www.designmuseum.org/adopt/

On November 2016 The Design Museum, located since
its opening in 1989 at Shad Thames in East London, reopened in the iconic ex-Common Wealth building in Kensington, West London.
In order to raise awareness about their move and the last million pounds of funding needed, they asked for our help.

#adoptanobject

We put 12 iconic objects from the permanent collection up for adoption. A platform on their website + app was created for people to make donations and adopt their favourite object. This was supported by a digital campaign, films, posters and press conference materials.

Digital campaign
Client: One Love Foundation
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux
Copy: Mark Daniels
Illustration: Geneviève Gauckler
Animation: Matt Smart
2015-2016, US

Founded in 2010 to honor the memory of Yeardley Love, One Love works with young people across the country to raise awareness about the warning signs of abuse and activate communities to work to change the statistics around relationship violence.

The Couplets campaign defines the difference between a good relationship and an unhealthy one. If you see three or more of these warning signs in your relationship, it’s a problem. Don’t be ashamed to tell someone when #thatsnotlove

www.joinonelove.org/couplets

Client: Skoda
Agency: Leagas Delaney Prague
Creative direction: Tereza Sverakova
Art direction: Pauline Kerleroux
Copy: Tereza Sverakova, Igor Paleta
Photography: Goran Tacevski
2008, Czech republic

It's not nature who should adapt.
Skoda Auto. Disposing of old cars and car parts properly.

Awards: 
Arts Director's Club Czech republic (Louskaček): silver (print), silver (design)

adsoftheworld.com

Print campaign
Client: Ambiente Restaurants Group: Czech Gastronomy Restaurant la Degustation, Prague
Agency: Leagas Delaney Prague
Creative direction: Tereza Sverakova
Art direction: Pauline Kerleroux
Copy: Tereza Sverakova, Igor Paleta
2008, Czech republic

The Triumph of Czech cuisine.
A restaurant where you don't even think of international cuisine.

Awards: 
Arts Director's Club Czech republic (Louskaček): 1 gold and 1 silver

adsoftheworld.com

Print campaign
Client: Ambiente Restaurants Group
Agency: Leagas Delaney Prague
Creative direction: Tereza Sverakova
Art direction: Pauline Kerleroux
Copy: Tereza Sverakova, Igor Paleta
Photography: Goran Tacevski
2008, Czech republic

You won’t enjoy food anywhere else anymore.

B2B
Client: Rajec Water (Kofola Group)
Agency: Leagas Delaney Prague
Creative direction: Tereza Sverakova
Art direction: Pauline Kerleroux
Copy: Tereza Sverakova, Igor Paleta
2009, Czech republic and Slovakia

The Herbarium was created for the launch of Rajec new range of herb-flavoured mineral water. It is a non-traditional illustrated booklet for journalists and B2B, but is (was) also available for sale on the Rajec website.

Award:
Golden Drums: shortlisted
Arts Director's Club Czech republic (Louskaček): silver

Print campaign
Client: Glossa School of languages
Agency: Leagas Delaney Prague
Creative direction: Tereza Sverakova
Art direction: Pauline Kerleroux
Copy: Tereza Sverakova, Igor Paleta
2010, Czech republic

Learn to understand better.
Cocotte is French for Pan. (But in Czech it means Prick)

Learn to understand better.
In English, Cozy means Cozy. (But in Czech it means Tits)

Learn to understand better.
Curva is Spanish for Curve. (But in Czech it means Whore)

Learn to understand better.
Kunde is German for Customer. (But in Czech it means C*)

Awards: 
Arts Director's Club Czech republic (Louskaček): bronze (print), bronze (campaign)

adsoftheworld.com

Print campaign
Client: Lexum European Eye Clinic
Agency: Leagas Delaney Prague
Creative direction: Tereza Sverakova
Art direction: Pauline Kerleroux
Copy: Tereza Sverakova, Igor Paleta
Photography: Goran Tacevski
2010, Czech republic

Who wouldn't like to see more?
Laser eye surgery can change your life in a single moment. Lexum European Eye Clinic.

adsoftheworld.com