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The Aha Moment

The Aha Moment

Natasha Smith

Natasha Smith

January 17, 2018

Find out all that goes on inside the human brain in just three milliseconds.

With no computer-generated images, this spot, entitled “Click,” gives viewers a real look at what goes on inside the human brain. ACADOMIA, a French tutoring company, shows us what it’s really like to have an epiphany. Alexandre Drouillard, Creative Director at HUMANSEVEN takes us behind the scenes.

This story is pensive, yet playful. What was the insight that led to this approach?

ACADOMIA’s commercial pays tribute to the “eureka” moment when something suddenly becomes clear. So this pieces demonstrates that understanding is beautiful. ACADOMIA strongly believes that the most important thing for children is not knowledge, but understanding.

Who is the intended audience?

Both parents and children.

What’s been the reaction to this spot so far?

First, people focus on the beauty of the images, but then they laugh because of the teenager’s funny reaction.

Any interesting or fun moments during the making of this advertisement?

It was both fun and interesting. No computer generation, so we acted like a chemist and shot our campaign at nanoscale.

What makes this advertisement different?

We describe in 30 seconds what in actuality takes place in three milliseconds.

CREDITS:

Agency: HUMANSEVEN

Title: “Click”

Chief Creative Officer: Xavier Beauregard

Creative Director: Alexandre Drouillard

Artististic Director: Jordan Molina

Copywriter: Ludovic Miege

TV prod: Sarah Bouadjera

Production: HRCLS

Director: Paul Mignot

Production: Yann Dubois

VFX Nano: Roman Hill

Compositing: Thomas Vanz

POST-PRODUCTION: HRCLS

Post production sound: Mathieu François

Original composition: Polérik Rouvière

Sound Design: Anaïs Khout

With no computer-generated images, this spot, entitled “Click,” gives viewers a real look at what goes on inside the human brain. ACADOMIA, a French tutoring company, shows us what it’s really like to have an epiphany. Alexandre Drouillard, Creative Director at HUMANSEVEN takes us behind the scenes.

This story is pensive, yet playful. What was the insight that led to this approach?

ACADOMIA’s commercial pays tribute to the “eureka” moment when something suddenly becomes clear. So this pieces demonstrates that understanding is beautiful. ACADOMIA strongly believes that the most important thing for children is not knowledge, but understanding.

Who is the intended audience?

Both parents and children.

What’s been the reaction to this spot so far?

First, people focus on the beauty of the images, but then they laugh because of the teenager’s funny reaction.

Any interesting or fun moments during the making of this advertisement?

It was both fun and interesting. No computer generation, so we acted like a chemist and shot our campaign at nanoscale.

What makes this advertisement different?

We describe in 30 seconds what in actuality takes place in three milliseconds.

CREDITS:

Agency: HUMANSEVEN

Title: “Click”

Chief Creative Officer: Xavier Beauregard

Creative Director: Alexandre Drouillard

Artististic Director: Jordan Molina

Copywriter: Ludovic Miege

TV prod: Sarah Bouadjera

Production: HRCLS

Director: Paul Mignot

Production: Yann Dubois

VFX Nano: Roman Hill

Compositing: Thomas Vanz

POST-PRODUCTION: HRCLS

Post production sound: Mathieu François

Original composition: Polérik Rouvière

Sound Design: Anaïs Khout

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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