SCROLL / CLICK / DOUBLE CLICK / PUSH ARROWS / HAVE FUN-
PITCHING S.T. DUPONT INTERNATIONAL E-COMMERCE / BRAND PLATFORM-
MAKING CHOPARD'S BRAND BLOG-
MAKING DIOR VIII INTERNATIONAL EXPERIENCE MINISITE-
PITCHING PARKER PEN'S INTERNATIONAL E-COMMERCE / BRAND PLATFORM-
PITCHING SOFITEL INTERNATIONAL E-COMMERCE / BOOKING PLATFORM-
REDESIGNING NIKE ACG'S "SWEETSPOTS" INTERNATIONAL PLATFORM-
DESIGNING CHOPARD IMPERIALE'S INTERNATIONAL BRAND PLATFORM - DIRECTING PROJECT'S PHOTO SHOOTING-
PITCHING FRENCH TENNIS FEDERATION'S BRAND PLATFORM-
Hey there ! My name is Sylvain Capeyron, i am a 29 years old art director / interactive designer / illustrator. I am right now traveling through Latin america for approximatively 6 months and will be up to new professional experiences in July, 2013. You still can drop me an email if you want to discuss anything with me.
TUITION / After a two years professional degree in visual communication, I gratuated from the EUROMED international school of design in Toulon, to finish my studies with a master II in brand communication management at the INTUIT / LAB school in Paris, France.
EXPERIENCE / I worked for 4 years at Duke / Razorfish for various clients such as McDonald’s France, Nissan West Europe, Nike Sportswear France and Nike Football France. Then i spent two exceptional years at Mazarine Digital Paris for client such as C****L Mode, Dior, Chopard and many more.
THE BRIEF / The brand S.T. Dupont is internationaly famous for their luxury lighters. Actually, its original main activity is the chinese lacquer crafting. And the brand has equipped through the times the most important persons in the world with this particular material on their pens, lighter and bagages. Their marketing department was really decided to sell online, and also wanted to have a way to be expressive about four topics : The Art of Traveling, The Art of Fire, the Art of Writing and the Art of Seduction.
THE CASE / The created platform is an e-commerce empowered website mixed with contextual content from the brand. Assorted selections of accessories were created to simulate total looks in order to let the user “slip into it”. The accessories are considered as the “icing on the cake”, the finest way to make a gentleman’s style complete. The layout is based on the “pointe de diamant” shape in order to reaffirm the brand’s visual basics to its audience, which was kind of lost in previous website.
THE BRIEF / Chopard, one of the world’s most famous Swiss luxury watchmaker, came to Mazarine digital with the will to gather all the brand’s news content in one single platform.
THE CASE / As this luxury brand is also one of the most mysterious and inaccessible brand out there, we felt that is was important for the public to discover the things that make the brand’s DNA, such as the passion for vintage motor racing, the cinema (with Cannes film festival) and the passion that animates each person who makes this brand alive and different.
Chopard Diary is a responsive HTML5 driven platform, built on 3 to 6 columns wether it consulted on a tablet or on a 27 inches screen were the community can interact through comments and publish the brand’s content on social platforms
THE AWARDS / Awwwards Site of the day.
THE BRIEF : In 2011, The world famous Couture brand Dior released the Dior VIII watch, named after Christian Dior’s Lucky number, the number 8. This watch became Dior’s best horlogerie sale success of all times. For 2012, the brand decided to create new models, in white version, with precious gems, with apparent pendulums, and so, asked Mazarine Digital to create an engaging story around the new products, explaining the inspirations behind the object, its colors, shapes and textures.
THE CASE : Working with copywriter Vincent Fichard, we decided to create an interactive story based on 8 chapters in which the user has to interact with the website to discover what the chapter is about. Each chapter concerns a precise model, expressing the diversity of the collection. The whole story mainly deals with the inspirations behind the watch. The number 8, number that had been following the brand throughout the 20th century, Christian Dior’s fascination for the Grand bal dresses, Patrick Demarchelier’s photographies and many more…
THE BRIEF / In 2012, the brand started a complete strategy makeover. Trying to reach new customers, the brand wanted to be seen by its audience as a premium pen maker as Parker is the actual inventor of the fountain pen. The brief was to create an hybrid e-commerce / brand platform built on a whole new moto for the brand.
THE CASE / We started from the idea that the pen is the ultimate tool to create. The tool that makes something immaterial in something real, tangible. In addition to this, in order to express the fact that
those pens are premium quality pens we had to stress on their fabrication, their materials and technologies, such as Parker’s last innovation, the Parker fifth. Partnerships with contemporary great minds like product designer Ron Arad, or Architect jean Nouvel were initiated. In short movies they would describe their creation process and how the pen is the ultimate tool for them. Finally, the interface brings to light the innovating aspect of Parkers product, by its innovating functionalities.
THE BRIEF / Probably at the same time the simplest and the hardest brief i ever worked on. C***** Mode Paris, came to Mazarine Digital with 42 pictures from Art director K*** L******** and the will to make an original and minimalist website with it. The photographies were taken from the control screen of the shooting studio (so were really fuzzy), and were showing the metamorphose of an androgynous girl into a feminine icon introducing 42 total looks from C*****’s 2011-12 Fall / Winter Pre-Collection.
THE CASE / After Many propositions we decided to chose the most minimalist solution and “let the metamorphose do the job”. The pictures would just be divided into a four areas split screen and be displayed one after another without any control for the user. The navigation works like a Youtube video controller, and the app would just realize the metamorphose by itself. This traduce also an interpretation of C*****’s vision on anything : Straight to the point. The Brand’s creation has to live by itself, to be on top of everything, even the look’s description is minor, and the logo has been removed from the early beginning.
THE BRIEF / The international resort and hotel brand came to Mazarine Digital with the will to be seen by its audience as a premium brand and to fluidize its reservation process online. The main aspect was to emphasize all the destinations all around the world the brand has to offer and give the opportunity to each hotel to customize its own space within the main website.
THE CASE / In one hand, we were playing pokies online convinced that we could express this premium aspect throughout graphic design and more particularly sobriety. In another hand, casino deutschland turning the experience into a international experience appeared to us as a necessity that is the reason why we decided to base most of the booking process on this interactive map that could reveal in the twinkling of an eye that anywhere you go you can find a Sofitel Hotel. The reservation process was entirely re-designer for more efficiency and simplicity and the visual part has been emphasized.
THE BRIEF / One of the first website i worked on as producer in my career was Nike ACG sweetspots under direction of Art Director Damien Texier. Two years later for The 20th anniversary of icon Air Moab shoe Nike ACG came to us with the will to re-think the look and feel online gambling australia casino online nl and add a catalog to the website.
THE CASE / The first thing casino polska to do was re-design the site using colors of the Air Moab shoe. Then creating a dynamic catalog fitting with the previous website”s galaxy spirit visuals. The idea was to use an atom-based cascading organic system to access to products. Step by step the user can precise its choice to find exactly what he”s looking for.
THE BRIEF / As Chopard”s main jewelry collection was going to be released, no digital interpretation of the collection was really designed. No particular material was to be used, but the client really wanted to tell a story about this jewels.
THE CASE / Basing our thinking on previous online casino year releases (mostly play casino photographies) we decided to recount who is the Chopard ?????? ????????? woman, what does she wear and what does she do in life. We organized a shooting to photography 3 still images telling 3 moments in the life of that woman, the day, the night, and forever who she is. Copywriter Vincent Fichard wrote 3 short stories to describe in details what actually makes this woman unique.
THE BRIEF / The french federation for tennis came to Duke / Razorfish with the will to offer a better experience to each affiliated person on their website. The main goal was to give informations about tournament results, and overall information about tournaments that are organized by the federation such as Roland Garros or casino spiele The BNP masters in kasino Paris.
THE CASE / Concerning the design part, we felt that giving a real french touch the site was essential. Indeed, the slight Blue / White / Red on a white background (the color used by the mythical french tennis players “les mousquetaires”) was the only choice to reach that identity goal. The additional personal belief was that this website had to help players improve their game, so we created how to”s sections and a secured connection area where the player can actually follow his own scores as well as find a tennis court to play in any place in France.