Citroën
Director Rune Milton is renowned throughout the advertising industry for elevating commercial concepts into deeply poetic, meditative, and cinematic experiences. When agency BETC invited him to pitch his vision for the Citroën C5 X campaign, the ambition was clear. Having collaborated successfully with Rune on previous high-profile projects, production company Phantasm commissioned our studio to develop his creative concept into a compelling, premium pitch deck.
Rune’s brief to our team was tightly focused, anchored by a single governing keyword: serenity. Every visual reference, texture sample, and piece of creative research we gathered was chosen to evoke this specific emotional sensation, reflecting the smooth suspension and quiet luxury of the new vehicle.
Using the agency script as a springboard, our visual research established a striking contrast and emotional parallel between two distinct worlds: a family travelling across a rugged terrestrial landscape, and an astronaut floating in the awe-inspiring isolation of deep space. We curated imagery blending abstract atmospheric lighting, intimate character close-ups, and macro texture details to generate a dreamlike, weightless tone.
From an art direction perspective, we translated this vision into a refined, stripped-back presentation design. By utilising an ultra-widescreen layout, we gave the grander landscape and space imagery room to breathe, whilst strategic frame juxtapositions created a poetic rhythm across every page. Clean typography and subtle layout grids ensured the narrative remained elegant, uncluttered, and effortlessly legible for agency decision-makers.
The commercial pitch deck successfully communicated Rune’s artistic vision, clearly demonstrating why he was the definitive directorial choice to helm the global campaign. The final commercial film stands as a testament to the production team’s exceptional filmmaking craft, seamlessly balancing the vast wonder of space travel with a tender, grounded human story on Earth. For our studio, the project highlighted how meticulous visual research and focused art direction can transform a complex, dual-narrative pitch into a persuasive cinematic proposal.