Canal+ Design & Branding BORGIA by BETC


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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market France
Agency BETC
Executive Creative Director Mr. Stéphane Xiberras
Creative Director Mr. Olivier Apers
Art Director Viken Guzel
Copywriter Charles Lefort
Photographer David Lachapelle Hsi
Strategic Planner Clarisse Lacarrau
Released August 2011

Credits & Description

Category: Design Photography
Advertiser: CANAL +
Product/Service: CANAL +
Agency: BETC
Executive Creative Director: Stéphane Xiberras (BETC)
Creative Director: Olivier Apers (BETC)
Art Director: Viken Guzel (BETC)
AD Assistant: Damien Binello (BETC)
Copywriter: Charles Lefort (BETC)
Strategic Planner: Clarisse Lacarrau (BETC)
Photographer: David Lachapelle
Art Buyer: Marie Dathanat (BETC)
3D/Retoucher: Adrien Blanchat/Waldo Lee
Porducting Manager: Annick Audoux (BETC)
Media placement: Posters - Bus Shelters - 16/09/2011

Describe the brief from the client
CANAL+ was to bring out its new original series Borgia about the Borgia family: a powerful, immoral and scandalous family, symbol of the decadence of the Church in the 15th century.

Describe the challenges and key objectives
To promote the series BETC came up with a campaign founded on the same premises as the series itself, to bring to light the true nature of a secretly outrageous family:
- Never believe them
- Never trust them
- Never have faith in them

Describe how you arrived at the final design
Between religion and corruption, beliefs and prostitution, holiness and nudity, who better than David LaChapelle, the master of the genre, to bring to life all the murky contradictions of this rather un-commendable family?
Drawing inspiration from the project itself, the flamboyant photographer has succeeded in bringing out the duality of the members of the Borgia family: behind their angelic appearance, we discover that their innocent and beatified faces barely conceal the greatest vices.
The outcome is a ‘stained glass’ effect that freezes the characters in their very decadence, highlighting their vices as though these were an immutable institution.

Give some indication of how successful the outcome was in the market
The posters got a lot of attention from the press and blogs and the series had the highest amount of viewers ever for CANAL+.