Lagardère Active | Jaime Mercant

Visual Marketing

and Art Direction

for Lagardère Active

Working for Lagardère Active as Multimedia Art Director has been one the most enriching experiences I've ever lived.

Lagardère Active plays a central role in the French media, with power built on such iconic premium brands as Elle, Paris Match, Europe 1, Gulli and Doctissimo.

It is a major player in television and radio, with 26 radio stations worldwide, 17 TV channels and the number one audiovisual production company in France and Spain. One of France's premier mainstream magazine publishers, with 13 press titles on the domestic market and a further 80 under licence worldwide, Lagardère Active is also among the leaders in terms of digital audiences on fixed-line and mobile Internet.

I've been specially working with the Marketing department in order to promote one of our magazines: Public (web, print and social media).

Public is a magazine for millennials and creating visual campaigns for young people is been amazing because I had kind of a huge creative universe to develop.

A bunch of images were created everyday for our weekly contests, daily quotes on Instagram and Facebook, promotional information for our mobile application and our printed magazine, mailing, hot news and more.

For example, I had to create the new branding and graphic style for several brands inside Public, as Mademoiselle Public, which is itself a brand new concept focused on beauty, wellness, trending topics and fashion with a more contemporary graphic style. Then I had to create the branding for

Le Shop by Public, our recently added online e-Shop.

Modern and fashionable packshots created for our clients, following our brand image and mixing it with theirs.

All these visuals have a common style, and even between our different brands they share colors and shapes in order to maintain a solid sensation.

Le Shop by Public has its own platform following the

traditional eShop guidelines in therms of design. The logo includes the main colors of the brand too, as it's part of the Public universe.

Mademoiselle Public was also promoted on the official Public website with this kind of habillage.

Banners, promotional images, popUps, logos and more...

This is an example of Interstitial banner for the promotion of our new website. It appears on several applications.

Public has its own app and millions of users.

I decided to boost even more the download rate on Google Play Store and appleStore creating these promotional videos.

PROMOTIONAL VIDEOS AND MICRO VIDEOS

FOR SOCIAL MEDIA

A vertical version was also created for its advertising on Facebook and Instagram Stories.

Both landscape and vertical video were checked by Google advertising team in order to be published on their Google Play Store. The Apple Store version (with the Apple Store download logo) followed too their strict guidelines before being reviewed and published by Apple.

This is an example of Rendez-vous "Quotes" for our Facebook daily publications.