LICRA - FACES OF FEAR

TitleLICRA - FACES OF FEAR
BrandLICRA
Product/ServiceFACES OF FEAR
Category B05. Visual Effects
Entrant PUBLICIS CONSEIL Paris, FRANCE
Idea Creation PUBLICIS CONSEIL Paris, FRANCE
Production PRODIGIOUS Paris, FRANCE
Post Production REEPOST Paris, FRANCE
Additional Company LICRA Paris, FRANCE
Credits
Name Company Position
Marco Venturelli PUBLICIS CONSEIL CEO & CCO
Alexandra Evan PUBLICIS CONSEIL Vice President
Antoine Querolle PUBLICIS CONSEIL Copywriter
Clement Palouzier PUBLICIS CONSEIL Art Director
Didier Tavares PUBLICIS CONSEIL Strategic Planner
Gaelle Morvan PUBLICIS CONSEIL Account Executive
Laurent Enet PUBLICIS CONSEIL Account Executive
Mael Noubissie PUBLICIS CONSEIL Social Media Strategist
Claire Diot PUBLICIS CONSEIL Account
Akim Laounar Prodigious Director
Christophe Grelier PUBLICIS CONSEIL DOP
Thierry Delesalle Prodigious Producer
Romain Guilbert Prodigious Production Director
Remy Dorme Prodigious Sound Designer
Loundja Oussana Reepost Post Producer
Adrien Lepineau Reepost Flame
Eric Alcuvilla Reepost VFX Editor
Jordan Amicelle Reepost Editor
Charles Ramaré Prodigious Films Agency Producer
Luc Annest Prodigious Films Agency Producer

Write a short summary of what happens in the film

A new wave of racism is striking the world, gaining ground and becoming more complex, touching an increasing number of communities. To fight racism, we identified the powerful enemy behind it : Fear. An unreal, yet common feeling that often twists our perception. A fear led by our differences or ignorance, but also exacerbate by our overexposure to messages and informations. So we decided to personify this Fear, to give it a voice and a special power: the power to change its appearance in order to manipulate people and enter their minds. A power which can be orchestrated by those who want to divide us, even if this Fear … is not real.

Cultural / Context information for the jury

Although fewer and fewer of French people describe themselves as being racist today, racist acts are unfortunately on the rise. We must fight a new wave of racism: complex, massive and touching a variety of communities. Licra’s purpose was to counter-attack this daily and dangerously rising phenomenon and to change people’s mentality.

Tell the jury about the visual effects and summarise any relevant challenges or techniques.

With both problematic of a very low budget campaign and Covid restrictions the craft has to translate perfectly the creative idea. We managed to recreate Parisian streets thanks to LED screens, and shoot several times each actor in order to create smooth “face changes” between them, using morphing and deepfake technology. The core idea was to use machine learning and AI, to make our main character (the fear) talks with multiple faces. By itself, the technology does nothing much; we had to make it “learn” how to apply each face to each movement we shot IRL, with details like mimics, eyes movements, brows shapes. This one-a-kind technology is experimental, and worked with our maintenance, trials and errors.