Hervé Labeille & Associés — creating value in 8 seconds
Context & challenge
The TV billboard — that 8-second sponsorship slot aired before and after programmes — imposes a rare constraint: say everything, and win people over, in an extremely short time. Hervé Labeille & Associés needed to repeat this exercise across several brands with very different identities.
Challenge identified
- Make a brand and its product exist in 8 seconds.
- Repeat the exercise across very different worlds, from confectionery to beauty.
- Meet short-format budgets without giving up on image quality.
Approach & executive role
IKI Productions worked alongside the agency to :
- scope each brief and confirm feasibility upfront;
- bring in the right 3D teams for each brand's world;
- manage costs to stay within the short-format budget;
- supervise production through to delivery of the masters.
Solution delivered
- A series of 8-second billboards produced entirely in CGI.
- Variants for Prince de Lu (in partnership with Fort Boyard), La Vosgienne, Malabar, Délices Days and Des Chiffres et des Lettres.
- A shared production method reused across brands.
Results
A short format handled with the rigour of a long one.
Sharing methods and 3D resources across the different versions kept a consistent standard throughout the series, while respecting the budget constraints specific to the billboard format.
A short format to produce?
Let's talk before the budget is locked in. That's the stage where our involvement changes the game.
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