The Aha Moment
The Aha Moment
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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