Antoine Bardou Jacquet, 34, who directed "cog" for Honda through Wieden & Kennedy, has always been fascinated by images.

After studying at the Penninghen graphics school in Paris, he co-founded his own company, H5, with a friend. He still holds shares in the company, which specialises in producing ads, record covers and videos, including The Child for the dance music artist Alex Gopher.

He then joined Partizan Midi Minuit in 1999 and started to direct commercials for French and English companies. His first venture was an animated film for the Bank of Scotland, followed by a TV campaign for the French telecommunications company Noos. He then shot another commercial for Vodafone.

He is is proud of the ad he did for Renault with Jean Paul Gaultier, as well as his ad for EDF, which saw a town being built live on the screen.

Gran Turismo was also a career high.

But then came "cog", which won a Gold Lion at Cannes and was also a strong contender for the Grand Prix.

"I decided to test the idea with some old friends from different backgrounds: a photographer, a sculptor, a designer, a cinema decorator, two special effects specialists and my first assistant, Olivier Coulon. We shut ourselves up in a garage for a month and took an old car apart. The test convinced Honda and we won the contract.

"But it took us two months to pull a new car to pieces in a studio," he continues. "It was very funny, but not easy. There were many constraints - each part of the car had to be shown, they had to fall according to a certain sequence and so on. There was also a time constraint. The ad had to last two minutes, but we also had to make two ads of one minute.

We did about 60 takes before the final cut."

Bardou Jacquet has just finished an ad for Ikea through Karmarama. "It is like an animated catalogue. Lots of people are in a room with five different decors which are built and un-built to the rhythm of Brazilian music," he explains.

His next project? "My real dream is to make a film. Advertising is a fantastic school."

Antoine Bardou Jacquet was talking to Isabelle Musnik.


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