What matters to: Elodie Bonnefoi
Art direction is essential when you're doing strategic design... We asked Elodie, Senior Art Director, what she thought about it. And she revealed her secret: a clever mix of consistency, accuracy and passion!
What is your position at the agency?
I am an art director. And from time to time I turn into an illustrator. I've also done a bit of animation - actually I'm more of a Swiss Army knife, but that's what I like!
In concrete terms, what is your role, and why is it important for your clients?
My role is to shape an idea, to sublimate it so that it takes on its full meaning in the final phase of a project. For this, the upstream process is very important. Before any creative research, it is necessary to determine the stakes and understand the expectations precisely, in order to respond in the most accurate way. To hit the bull's eye and satisfy the client, you must first ask the right questions to adopt the right approach.
The project by Seenk that means the most to you?
The agency had to design the entire strategy to publicise the opening of a design school in Calcutta, India. It's not a brand per se, but thinking about a major launch with a teaser and a reveal. It's very exciting. We were able to take to the streets with creations painted on the city walls, to do a total covering of the metros and trams - not forgetting communication on the RS in parallel. The objective was to challenge, to question, all while being in situ. I had the chance to work on this project when I arrived at Seenk: to create illustrations and typography, reproduced by hand. Design is not only digital: it is very pleasant to find the manual dimension.
What do you think is essential for a brand?
Get it right! A brand must know how to reinvent itself and tell its story. Storytelling is extremely important to be able to take consumers into its universe. Pretty ads are good... but an ad that makes sense and is coherent in its evolution is better! For me, a brand has won everything when you want to follow it over time.
Your favourite brand experience, the one that for you helps change the world?
These days, Covid has changed the way we work. Brands have had to adapt to events. Reinventing their creative and production processes. Some try to do things that are not quite right, others let themselves be carried along by the movement. This is the case of Zara, which, for its latest campaign for the P/E2020 season, invited the models to take photos of themselves at home, in their everyday lives. No make-up artist, no hairdresser, no decor that makes you drool. Just people, in their homes. Simple. That's what a brand is all about: being close to people, living with the times.
Working at Seenk doesn't count for anything! Why is that?
We trust each other here. I've only been a DA at Seenk for a few months, but I've already met several clients. It sounds simple, but it's so nice! And we are located in the heart of Paris, in the 11th arrondissement. That's all there is to it!