PMU
To reconnect PMU with a younger generation, we built an agile, field-first video strategy that captures real local stories across France. By traveling to PMU bars and racetracks, we shot and produced 9 ready-to-use social video assets per month that celebrate authentic local culture and human connection.
PMU
To reconnect PMU with a younger generation, we built an agile, field-first video strategy that captures real local stories across France. By traveling to PMU bars and racetracks, we shot and produced 9 ready-to-use social video assets per month that celebrate authentic local culture and human connection.
The CHALLENGE
PMU wanted to move away from impersonal corporate campaigns and modernize its brand image among younger audiences. The main challenge was capturing the warm atmosphere of local venues without written scripts while navigating total on-the-ground unpredictability regarding the mood or people present. The goal was to build a long-term production engine capable of generating genuine social content, ultimately covering dozens of local bars and regional racetracks to produce over 120 ready-to-use video assets across France.
WHAT we've DONE
We abandoned rigid production scripts and deployed an ultra-agile, field-first methodology:
- Concept catalog & in-situ decisions: We built a dynamic library of 30+ video formats (portraits, street interviews). Instead of fixing concepts ahead of time, we selected the best format on the spot based on local personalities met on-site.
- Monthly regional road-trips: Every month, our crew traveled to regions across France (Montpellier, Angers, Bordeaux, Marseille)
- Mobile-first post-production: We edited dynamic and warm 9×16 videos featuring custom subtitles and graphic overlays, delivered monthly for regional batch publishing.
WHY IT WORKS
By replacing scripted advertisements with authentic, unscripted human encounters, we successfully captured the true spirit of local French culture. Our agile field method allowed us to capture warm, natural videos that successfully refresh PMU's brand image and strengthen local proximity
WHY IT WORKS
By replacing scripted advertisements with authentic, unscripted human encounters, we successfully captured the true spirit of local French culture. Our agile field method allowed us to capture warm, natural videos that successfully refresh PMU's brand image and strengthen local proximity
WHY IT WORKS
By replacing scripted advertisements with authentic, unscripted human encounters, we successfully captured the true spirit of local French culture. Our agile field method allowed us to capture warm, natural videos that successfully refresh PMU's brand image and strengthen local proximity
WHY IT WORKS
By replacing scripted advertisements with authentic, unscripted human encounters, we successfully captured the true spirit of local French culture. Our agile field method allowed us to capture warm, natural videos that successfully refresh PMU's brand image and strengthen local proximity
WHY IT WORKS
By replacing scripted advertisements with authentic, unscripted human encounters, we successfully captured the true spirit of local French culture. Our agile field method allowed us to capture warm, natural videos that successfully refresh PMU's brand image and strengthen local proximity
WHY IT WORKS
By replacing scripted advertisements with authentic, unscripted human encounters, we successfully captured the true spirit of local French culture. Our agile field method allowed us to capture warm, natural videos that successfully refresh PMU's brand image and strengthen local proximity
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