KERING
“G” to “K” Manifesto


Copywriter | Director 


REQUEST:
Tell the story of the group identity in the form of an ABC, using the letters of Kering.

PROPOSAL:
The ABC shapes the contours of Kering’s identity and traces back its history, beginning with the end - the letter G. The film thereby reveals at the end, the core of the group’s savoir-faire. The rhythm follows this narration with a dynamic start toward a more and more aerial ending. A slight rise in power introduces the conclusion built around imagination and craftsmanship.