'Crocodile Inside' Epic Cinematic Campaign by BETC & Megaforce
French collective Megaforce have created a film which is equal parts intimate and chaotic for Lacoste’s new campaign Crocodile Inside. Featuring a couple whose argument causes the physical collapse of their apartment building, the film’s minute and a half run time hardly belies the astonishing amount of emotion Megaforce have managed to craft. The opening argument’s tension is palpable, heightened by visual details such as actor Kévin Azaïs violently yanking a polo over his head and ample employment of shaky camera. This craftsmanship does not diminish during the visually gripping action sequence, which culminates in homage to silent film star Buster Keaton’s most legendary stunt and a return to intimacy as the rubble transforms into the room in which the film began. Edith Piaf’s “L’Hymne à l’amour” fits perfectly with the duality of the film, soaring as the building collapses but resolving into more gentle sustained notes as the couple embrace in the film’s final seconds.
The clothing featured in the film is as expected from the grandfather of athleisure – simple enough to be paired even with bare feet and retain its slickness, yet never out of place as the actors are forced to scramble and leap through the fast collapsing apartment. The tagline of the film, “Life is a beautiful sport,” well reflects this suitability of Lacoste’s clothing to both daily life and the exertion of sport by entwining the two into one.
While the film tells the intimate tale of two lovers, Lacoste’s description of the film, “when taking a risk is the most beautiful thing to do,” speaks to their new commitment to the broader social issue of environmental conservation. This film was released two days before the launch of a limited edition run of polo shirts benefiting the International Union for Conservation of Nature, an organization dedicated to conservation and the sustainable use of natural resources. This limited edition run signaled the beginning of a three-year partnership with the organization, a strong statement of the brand’s awareness of the maladies of our time and their willingness to publicly address them.
Agency | BETC Agency Management | Bertille Toledano, Gaëlle Gicqueau, Fanny Buisseret Executive Creative Director | Rémi Babinet Creative Directors | Aurélie Scalabre, Olivier Aumard, Damien Bellon Art Director | Aurélie Scalabre Copywriter | Olivier Aumard Assistant Art Director | Jessica Fecteau Music Creative Director | Christophe Caurret Strategic Planning | Philippe Martin-Davies
Directors | Megaforce Sound Production | Iconoclast Publishing