B IC - simplicity in four colors
30-second advertising concept created during the Master's program Communication & Audiovisual creation.
30-second advertising concept created during the Master's program Communication & Audiovisual creation.
B ut first... some context
This project was created during the second year of my second Master’s degree in Communication & Audiovisual Creation at Sup de Pub Lyon. Our final year was divided into two major projects: a music video to be produced during the first semester and a 30-second advertisement based on BIC’s four-color visual style.
Contribution to the creative concept
M y role
Contribution to the artistic direction
Sound recording during filming
Contribution to video editing
T hen an idea was born
At first, the whole class was puzzled:
It was a personal anecdote shared by one member of the team that sparked our concept.
Originally from Madagascar, she talked about the difficulties she faced when completing administrative procedures online: bugs, rejected signatures, endless loading times… until she laughed and said:
“It would almost be faster to do everything by hand!”
That sentence triggered everything.
We imagined an advertising concept built around an absurd parallel between the complexity of digital tools and the rediscovered simplicity of paper and pen.
How do you make something as ordinary as a BIC pen feel creative?
T he creative concept
The film is built around an alternating edit:
On one side, a woman lost in online administrative procedures, overwhelmed by bugs, intrusive pop-ups and error messages.
On the other, a calm and composed woman peacefully filling out her form by hand, using a four-color BIC pen.
The humorous contrast between digital stress and analog serenity conveys the brand’s message:
“Simplicity, in four colors.”
Brainstorming sessions around the theme of "simplicity"
Analysis of existing BIC advertising campaigns and identification of possible tones
Scriptwriting, storyboard creation and technical shot list.
Thinking & writing
Preparation & filming
Team organization in pairs for sound recording, cinematography and directing
Managing technical constraints (street noise, lighting changes due to weather conditions)
Two distinct artistic directions: cold lighting, fast-paced rhythm vs. warm lighting and a cozy atmosphere.
W atch the advertising just below!
This project helped me understand the importance of a simple yet powerful concept in an advertising campaign: starting from an authentic, everyday anecdote to create a clear and universal message.
W ant to see what else i can do?
W hat this project taught me
This project was created during the second year of my second Master’s degree in Communication & Audiovisual Creation at Sup de Pub Lyon. Our final year was divided into two major projects: a music video to be produced during the first semester and a 30-second advertisement based on BIC’s four-color visual style.
My role
Contribution to the creative concept
Contribution to the artistic direction
Sound recording during filming
Contribution to video editing
At first, the whole class was puzzled:
How do you make something as ordinary as a BIC pen feel creative?
It was a personal anecdote shared by one member of the team that sparked our concept.
Originally from Madagascar, she talked about the difficulties she faced when completing administrative procedures online: bugs, rejected signatures, endless loading times… until she laughed and said:
“It would almost be faster to do everything by hand!”
That sentence triggered everything.
We imagined an advertising concept built around an absurd parallel between the complexity of digital tools and the rediscovered simplicity of paper and pen.
Le film repose sur un montage alterné :
The film is built around an alternating edit:
On one side, a woman lost in online administrative procedures, overwhelmed by bugs, intrusive pop-ups and error messages.
On the other, a calm and composed woman peacefully filling out her form by hand, using a four-color BIC pen.
The humorous contrast between digital stress and analog serenity conveys the brand’s message:
“Simplicity, in four colors.”
Thinking & writing
Brainstorming sessions around the theme of "simplicity"
Analysis of existing BIC advertising campaigns and identification of possible tones
Scriptwriting, storyboard creation and technical shot list.
Preparation & filming
Team organization in pairs for sound recording, cinematography and directing
Managing technical constraints (street noise, lighting changes due to weather conditions)
Two distinct artistic directions: cold lighting, fast-paced rhythm vs. warm lighting and a cozy atmosphere.
Watch the advertising just below!
This project helped me understand the importance of a simple yet powerful concept in an advertising campaign: starting from an authentic, everyday anecdote to create a clear and universal message.
Want to see what else I can do?
What this project taught me!
Marie S pyridakis
Video creation, visual identities and communication strategies for brands and creative projects.
P ages
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