• PRINT • RENAULT CLIO • PUBLICIS COLOMBIA
RENAULT CLIO
LOOK GOOD.
FEEL GOOD.
"A simple idea that turned a brand message into something people wanted to see and share."

CUSTOMER

Sofasa Renault

AGENCY

Publicis Colombia

MY ROLE

Art Director

PRINT • SOFASA RENAULT • PUBLICIS COLOMBIA
SILVER • NOVA
SILVER • FESTIVAL DEL CARIBE
BRONZE • FESTIVAL DEL CARIBE

01 THE CHALLENGE

Bring the brand slogan to life without saying it outright.
Renault Clio’s slogan was “Look good. Feel good.” The challenge was to express that promise beyond traditional advertising, creating a piece that sparked conversation and made people turn the page out of curiosity, not obligation.

02 THE IDEA

A two page print ad with a twist no one saw coming.
The first page showed a young man surrounded by women who appeared to be attracted to his new Clio. When readers turned the page, they discovered he didn’t own a Clio at all just an old scooter with a life size cutout
of the car attached to it.

03 HOW THE IDEA WORKED

A print ad revealed in two stages.
01

Readers open the magazine and see a young man surrounded by interested women, with the Clio in the background.

02

Everything seems clear: the Clio makes him look good. Readers turn the page.

03

The second page reveals the truth: there is no Clio only an old scooter and a life-size cutout of the car.

04

The twist reinforces the message: the Clio makes you look so good, it's worth any effort to have one.

No celebrities. No million-dollar production. Just the magazine's storytelling mechanic doing all the work.

04 RESULTS

A page people wanted to turn.
People Reached
Across Colombia
+ 0 M
Readers remembered
the ad spontaneously
0 %
Increase in First Choice
Consideration for Clio
+ 0 %
Increase in
Purchase Intent
0 %

05 MI ROL

ART DIRECTOR

CONCEPTO VISUAL

DIRECCIÓN DE ARTE

PUBLICIS COLOMBIA

Mi responsabilidad fue la dirección de arte integral de las dos páginas: la construcción visual de ambas escenas, la dirección del fotógrafo en set, la coherencia de encuadre y atmósfera entre la primera y la segunda página para que el giro funcionara, y el retoque final. La clave estaba en que la primera escena se viera completamente creíble, sin ella, el remate no existía. Desarrollado en dupla creativa.

05 MI ROL

ART DIRECTOR
VISUAL CONCEPT
ART DIRECTION
PUBLICIS COLOMBIA

I was responsible for the overall art direction of both pages, including the visual development of each scene, directing the photographer on set, ensuring visual consistency in framing and atmosphere between the first and second page so the reveal would land effectively, and overseeing the final retouching. The success of the concept depended on making the first scene feel completely believable without that, the final payoff wouldn't work. Developed in partnership with a copywriter.