Turn Parisian facades into American neon signs.
Designing a neon art direction for the French release of "I Love America," then projecting the animated posters at night onto the walls of Paris.
For the French release of "I Love America" (Lisa Azuelos, starring Sophie Marceau) on Prime Video, the mission was to find an art direction and create the campaign's illustrations and posters. Referencing American neon signage — motels, diners, cinemas, casinos — the direction was built around a 6-color system to stay consistent and true to the neon style. The posters were then animated and projected at night onto the capital's walls with a high-power video projector, instead of real neon as first planned.
Draw the art direction from real American neon signage.
Benchmark
> motels, diners, cinemas, casinos: a wide search for quality neon references
A 6-color system
> kept strict to stay consistent and true to the neon style
Turn American imagery into six scenes.
Prime Video's clapperboard, a cowboy, a roller-skating waitress, a skateboarder under a palm tree, a surfer, a Mustang — six slices of Americana, each built from the same 6-color neon palette so the set reads as one system.
Swap real neon for a night-time video projection.
The posters were originally meant to be built as real neon signs. For several reasons, the choice shifted to animating them and projecting them at night onto the capital's walls, using a high-power video projector.
See the poster come alive on the city.
Each illustration, animated and projected at night onto Paris building facades — visible from the street, passersby included.
