If It's Hip, It's Here (Archives): jean yves lemoigne

You may have noticed the eye-catching Perrier television commercial in which it's so hot out that everything appears to be melting. Shot by director Frederic Planchon for Ogilvy Paris, it's not a new campaign for the brand, having been executed in 2009, but it's been airing here in the United States lately.

I happened to come across the 'director's cut' of the spot. Slightly longer, this version has used different shots, edit and most notably a different ending:

The client-approved spot ends with the main character jumping from her penthouse balcony into a refreshing pool as she reaches for the rolling bottle of Perrier, while the Director's cut ends with her diving off the balcony into the street and landing on a melting van.

above: two different endings to the Perrier "Melting" spot

As the spot actually airs:

The fabulous song that accompanies the spot is "Waves" by emi artist Camille.

The Nestle brand bottled water campaign's accompanying "melt" print ads were shot by Jean-Yves Lemoigne and took home a Cannes Silver Lion in 2009:

French photographer Jean Yves Lemoigne has an impressive and large portfolio of work. Having shot commercially for several impressive clients and agencies, he is clearly very talented. But two of his series in particular stand out, I Am A Pictogram and his editorial, PIXXXEL for the french magazine Amusement, a videogame and lifestyle magazine, because of their interesting interpretation of the main figure within them.

The computer has altered the way we look at things and in these two separate series of photos, the main subject is represented first as a pixelated figure and then as a pictogram-- placing virtual and cyber iconography into realistic environments.

Take a look.

PIXXXEL:

His Pixxxel editorial (the above shots) is a statement on the popularity of porn on the internet. According to the the photographer; 28, 2598 people click on a pornographic site on the internet every second. 35% of downloads, over a billion and a half images and videos, are pornographic and in 2006, 12% of all websites (about 4.2 million URLs) were of pornographic content. That's a lot of pornographic pixels!