Citroën
Director Rune Milton is renowned for elevating commercial concepts into deeply poetic, meditative, and cinematic experiences. It was no surprise when advertising agency BETC invited him to pitch his vision for the Citroën C5 X ad campaign.
Having collaborated successfully with Rune in the past, production company Phantasm tasked our studio with developing his creative concept and presenting it through a premium, high-end pitch deck.
Developing the Treatment
Rune’s brief to our team was clear and anchored by a single keyword: "serenity." Every visual reference and piece of creative research we sourced aimed to interpret and capture this exact sensation.
Using the script as a springboard, we established a visual contrast and emotional connection between two worlds: a family driving across a rugged terrestrial landscape, and an astronaut, vulnerable yet awe-inspiring, floating in space. We blended abstract atmospheres, intimate close-ups, and texture macro-details to evoke a dream-like state.
We translated this vision into a sharp, stripped-back layout. By utilising a widescreen format, we allowed the grander imagery to breathe, while strategic moodboard juxtapositions created a unique visual poetry.
The Result
The commercial pitch deck we crafted successfully demonstrated why Rune was the definitive choice to helm the project. The final commercial film stands as a testament to the team's incredible filmmaking skill—perfectly balancing the vast wonder of space with a tender, human story on Earth.