bonjour,

My name is Jean-frédéric Passot and I’m a creative & interactive director.
I founded the studio cher ami, in 2014 as a logical result of my many years of experience
at prominent advertising agencies (TBWA, Dentsu/Aegis & BETC ),
including a position as creative director at Grouek/Wanda Digital.
My passion for the conception and the creation of interactive experiences
has been widely recognized with 10 lions at the international festival of advertisement
in Cannes in 2014 for the projects “A trip to the sea” and “The Joker's job interview”.
My work was also recognised by the FWA, Awwwards, the Clio Awards, the Lovie Awards,
the One Show Interactive, the Cristal Festival and the Webby awards ...

STAY IN TOUCH

sncf et stif


ALONG FOR A TRAIN RIDE

YEAR : 2015 / AGENCY : BEING / CLIENT : SNCF & STIF
VIDEO DIRECTOR : MARTIN FOUGEROL / PRODUCTION : ELSE & CHER AMI / SOUND DESIGN : HOME K ONE
MY ROLE : INTERACTIVE DIRECTOR

For most of us, taking the train is a waste of time, but while on the train, you can play video games,
watch videos, listen to music, read a book, and so on…
That’s why we created an immersive event website to show how people spend their time riding on the train.
We asked Edouard Baer (a famous French actor) to narrate the train rides of 5 passengers.

arte


CYCLE MARTIN SCORSESE

YEAR : 2015 / CLIENT : ARTE
PRODUCTION : CHER AMI / ILLUSTRATION & MOTION : CYRIL IZARN & JULIEN NANTIEC
CONTENT : ERWAN HIGUINEN / MY ROLE : INTERACTIVE DIRECTOR

Martin Scorsese has been particularly put on the spot light in France particularly
with a retrospective of his work at the French Cinematheque in Paris and the Festival Lumiere in Lyon.
It is in this context that the Franco-German channel ARTE asked us to come up
with 5 interactive and richly illustrated articles. We worked on an original layout
linking the personal life of the director with his cinematographic works.

NEUFLIZE OBC


2016 GREETINGS CARD

YEAR : 2015 / CLIENT : NEUFLIZE OBC
PRODUCTION : CHER AMI / SOUND DESIGN : PANARAMA
VOICE : ANNE CARDONA / MY ROLE : INTERACTIVE DIRECTOR

Neuflize OBC is a bank that has always knew how to stay open to the world,
particularly by its commitment to make art accessible to everyone. For 2016, the bank wanted
to demonstrate this commitment by a joint project with the contemporary art museum of Lille
in favor of the visually impaired. Therefore we tried to recreate the unique experience
of discovering a photographic piece by other senses than sight.

schneider electric


THE CONCEPT STORE

YEAR : 2015 / AGENCY : TBWA/BEING / CLIENT : SCHNEIDER ELECTRIC
3D : BUPLA & PAUL PARNEIX / PRODUCTION : CHER AMI / SOUND DESIGN : PANARAMA
MY ROLE : INTERACTIVE DIRECTOR

Schneider Electric wants an innovative way to present their products for professionals.
We designed an interactive concept store fully optimized for tablets.
The concept store is divided into 5 different areas (restaurant, shop, office…)
where clients can see how products could be used in each situation.

AWARDS

FWA Mobile of the Day

guy cotten


A TRIP OUT TO SEA

YEAR : 2014 / AGENCY : CLM BBDO / CLIENT : GUY COTTEN
VIDEO DIRECTOR : BEN STREBEL / PRODUCTION : WANDA DIGITAL & GROUEK / SOUND DESIGN : STUDIO THE
MY ROLE : INTERACTIVE DIRECTOR

Guy Cotten, a brand leader in marine clothing and safety equipment, wanted to encourage more people to wear life jackets
by scaring boaters into wearing them-always. He partnered with CLM BBDO and Grouek / Wanda Digital
to create a realistic experience in which viewers have to continously scroll up a page to stay afloat.

AWARDS

Gold Cannes Lion in Mobile
Bronze Cannes Lion in Cyber
Bronze Cannes Lion in Direct
Bronze Cannes Lion in Branded Content
Bronze Cannes Lion in Promo & Activation
Silver Clio in Digital Microsite
Bronze CLio in Film Technique
Gold Pencil The One Show in Branded entertainment
Gold Pencil The One Show in UI/UX
Silver Pencil The One Show in Interactive
Bronze Pencil The One Show in Direct
Webby Awards in Games
Webby Awards in Corporate Social Responsability Campaign
Graphite Pencil D&AD in Branded Film Content
Graphite Pencil D&AD in UX Interface Navigation
Wood Pencil D&AD in Direct Response
Wood Pencil D&AD in Website
Wood Pencil D&AD in Innovative Media
Gold Lovie Award
Gold Epica in Branded Game
Silver Eurobest in Direct
Silver Eurobest in Interactive
2 x Bronze Eurobest in Interactive
Bronze Eurobest in Mobile
Bronze Eurobest in Promo & Activation
Grand Prix Stratégies Vidéos Interactive
Grand Prix Stratégies Advertainment
Grand Prix Stratégies Marketing Digital
FWA Site of the Day
FWA Mobile of the Day
FWA Site of the Month
FWA Adobe’s The Cutting Edge award
Awwwards Site of the Day
Awwwards Site of the Month
Google Creative Sandbox

warner bros


BATMAN ARKHAM ORIGINS

YEAR : 2014 / AGENCY : SID LEE / CLIENT : WARNER BROS
VIDEO DIRECTOR : JULIEN ROCHER / PRODUCTION : WANDA DIGITAL & GROUEK
MY ROLE : INTERACTIVE DIRECTOR

To promote Warner Bros.'s video game, Batman: Arkham Origins, Sid Lee Paris imagined an innovative campaign produced
by Grouek / Wanda Digital where users who passed a test online would got an interview with the Joker on Google Hangout.
The winning candidate would earn a 2000 € of payroll to "hunt down" Batman.

AWARDS

Silver Cannes Lion in Cyber
4 x Bronze Cannes Lions in Cyber
Bronze Clio Awards in Digital
Bronze Clio Awards in Direct
Bronze Art Directors Club Festival
Bronze Eurobest in Interactive
FWA Site of the Day
Google Creative Sandbox

g-schock


MAISON MARTIN MARGIELA

YEAR : 2013 / CLIENT : G-SCHOCK & MAISON MARTIN MARGIELA
VIDEO DIRECTOR : JACK / PRODUCTION : WANDA DIGITAL & GROUEK / SOUND DESIGN : JEROME LORICHON
MY ROLE : INTERACTIVE DIRECTOR

For the 30th anniversary of the G-Shock, Casio decided to collaborate with Maison Martin Margiela to create
a very special watch. J.A.C.K & Grouek / Wanda Digital imagined an interactive experience to present the collaboration.
The idea was to reveal and unveil the logo with a lot of different material.
Then we could play with the manner and the speed of the video to feel the time passing and to see all the tiny details.

canal+


THE 2014 GREETING CARD

YEAR : 2014 / AGENCY : BETC / CLIENT : CANAL+
VIDEO DIRECTOR : JEAN-YVES LEMOIGNE / PRODUCTION : WANDA DIGITAL & GROUEK / SOUND DESIGN : STUDIO THE
MY ROLE : INTERACTIVE DIRECTOR

CANAL + began 2014 by offering a moment of pure happiness with its digital greeting card.
Users were invited to enjoy three  simple, genuine and endless interactive experiences, such as brushing the mane of a pony or throwing pebbles in a pond or making an echo in a valley.

AWARDS

Nominee Webby Award
FWA Site of the Day
Finalist Golden Award Montreux
W3 Award

nissan


NEW NISSAN QUASHQAI

YEAR : 2013 / AGENCY : DIGITAS / CLIENT : NISSAN
VIDEO PRODUCTION : DIGITAS / DIGITAL PRODUCTION : GROUEK / SOUND DESIGN : CHRISTOPHE MENASSIER
MY ROLE : INTERACTIVE DIRECTOR

The references on the crossover market got a complete makeover and shows it was all displayed
in a stunning 3D interactive film.You could synchronize your smartphone
and get access to augmented content on a dual-screen experience.

AWARDS

FWA Shortlisted
Awwwards Honoree Mention

milka


THE HIDDEN EGGS

YEAR : 2013 & 2014 / AGENCE : BUZZMAN / CLIENT : MILKA
VIDEO PRODUCTION : TF1 PRODUCTIONS / PRODUCTION : GROUEK / SOUND DESIGN : PANARAMA
MY ROLE : INTERACTIVE & ART DIRECTOR

In 2013 & 2014 for Easter, Buzzman & Grouek produced the biggest Easter egg hunt ever for kids and grown-ups:
a massive multiplayer, multidevice game in real time to win Milka chocolates and big surprises everyday.
But you had hurry up, since you only had 7 minutes per day!

AWARDS

FWA Site of the Day
FWA Mobile of the Day
hermes


COLLECTION AW/2013

YEAR : 2013 / CLIENT : HERMES
VIDEO DIRECTOR : ROSARIO ROMAGNOSI / PRODUCTION : GROUEK / SOUND DESIGN : ZOMBIE ZOMBIE
MY ROLE : CREATIVE & INTERACTIVE DIRECTOR

Hermes wanted to present their latest collection of women's shoesin a fun and original way.
We worked with the French band "Zombie Zombie" to created a living and interactive keyboard.
Users could click on the shoes to play or mute each sound and hear different version of the song "Rocket N°9".

optic2000


I WANT KARL’S GLASSE

YEAR : 2013 / AGENCY : BUZZMAN / CLIENT : OPTIC 2000
VIDEO DIRECTOR : AKAMA / PRODUCTION : GROUEK & WANDA DIGITAL / SOUND DESIGN : PANARAMA
MY ROLE : INTERACTIVE & ART DIRECTOR

In 2013, Karl Lagerfeld designed an exclusive eyewear collection for Optic2000.
To promote this collection, Buzzman came to us with a simple idea: nobody has never seen Karl Lagerfeld’s eyes.
So we imagined a 3D game to present the whole collection with this challenge, will you see Karl’s eyes ?

AWARDS

FWA Site of the day
Cristal Festival Shortlist
wanda


WANDA PRINT

YEAR : 2013 / CLIENT : WANDA
PRODUCTION : GROUEK
MY ROLE : CREATIVE & ART DIRECTOR

We created a responsive portfolio for Wanda Print, the new full print services offer the Wanda Group was offering,
representing the finest photographers, 3D artists, matte painters and designers from France, Europe, the US, and beyond.

AWARDS

FWA Site of the day
FWA Mobile of the day
Awwwards Site of the day
Best Design of the year 2014 CssDesignAwards

optic 2000


THE INNIMITABLES

YEAR : 2014 / AGENCY : BUZZMAN / CLIENT : OPTIC 2000
VIDEO DIRECTOR : DALIL ABADOU / PRODUCTION : GROUEK & JCDECAUX INNOVATE
MY ROLE : INTERACTIVE DIRECTOR

Optic 2000 launched a new service that allowed users to customize their glasses at will.
Grouek designed the online configurator and to promote the launch and encourage people to make sure
they really looked like no one else, we also conceived a magic mirror that tricked hundreds of passers-by by
in matching their outfit with ones existing in a custom-made database.

jil sander


ULTRASENSE

YEAR : 2013 / AGENCY : BROCA & WERNICKE / CLIENT : JIL SANDER
PRODUCTION : GROUEK / SOUND DESIGN : STUDIO THE & PANARAMA
MY ROLE : CREATIVE & ART DIRECTOR

To promote Jil Sander's exclusive new men’s fragrance, we designed an immersive and sensitive website.
Users had to scroll down to discover the bottle, the scent, and the range.

AWARDS

Awwwards Honoree Mention
onemore


ONEMORE.TV

YEAR : 2013 / CLIENT : ONEMORE
PRODUCTION : GROUEK
MY ROLE : CREATIVE DIRECTOR

ONEMORE is a famous post-production company in Paris. They asked us to redesign their logo and to work
on a new portfolio to present their work on desktops and on tablets.


AWARDS

FWA Mobile of the day
got2b


TOO SEXY

YEAR : 2012 / AGENCY : CLMBBDO / CLIENT : GOT2B
VIDEO DIRECTOR : TONY FRONTAL / PRODUCTION : WANDA DIGITAL & GROUEK
MY ROLE : INTERACTIVE DIRECTOR

Schwarzkopf Got2be and CLM BBDO called on Wanda digital to create a Facebook app to evaluate
people’s "sexiness potential." Using your webcam, you could pump up the volume of your hair, take a picture,
and let the Schwarzkopf experts evaluate your style in 2 quirky music videos.


optic2000


MY PEOPLE'S CHOICE

YEAR : 2012 / AGENCY : BUZZMAN / CLIENT : OPTIC2000
VIDEO DIRECTOR : THIBAUT CASTAN / PRODUCTION : GROUEK & JCDECAUX INNOVATE
MY ROLE : INTERACTIVE DIRECTOR

To invite people to buy glasses online on the new Optic2000 website, we created a virtual trial online
and also in the street with an interactive billboard. Everyone could choose three different glasses and vote on these looks
to get promotion and thousands of people’s advice!!

AWARDS

Cannes Lions Shortlisted in Direct
New York Festival Finalist in Creative Marketing Effectiveness
Sapphire Cristal Festival in Digital & Mobile
Sapphire Cristal Festival in Consumer Marketing

axe


AXE ANARCHY RUN

YEAR : 2012 / AGENCY : BUZZMAN / CLIENT : AXE
VIDEO DIRECTOR : BENEAT SOUCHELEAU / PRODUCTION : GROUEK / SOUND DESIGN : CHRISTOPHE MENASSIER
MY ROLE : INTERACTIVE & ART DIRECTOR

For the 10th Anniversary of the Axe Boat, we created a video advergame on Facebook to invite people to be part of the party.
In it, people could take the VIP pass and run as fast as they could! They’d hit the space bar to smash all the obstacles
and collect both Axe spray cans, For Him and For Her, to launch Anarchy!

AWARDS

FWA Shortlisted
peugeot


OBJECTIF 50

YEAR : 2011 / AGENCY : BETC DIGITAL / CLIENT : PEUGEOT
PHOTOGRAPHER : FRANCK BOHBOT / DEVELOPPER : PHILIPPE ELSASS & BRUNO CHERIAUX / SOUND DESIGN : LGM
MY ROLE : ART DIRECTOR

In 2011, Peugeot went in a partnership with the new Spielberg film to promote their family range.
We based the campaign on the fact that The Adventure of Tintin is a classic and everyone should have some enjoyable memories about it. So, we hid 50 references in a gigapixel image and let the hunt begin!

AWARDS

Design Licks Site of the day
French Design Index Site of the day
peugeot


EVOLVE MOTION

YEAR : 2011 / CLIENT : PEUGEOT
PRODUCTION : BETC DIGITAL
MY ROLE : ART DIRECTOR

Peugeot always tried to be as close as possible to the people’s concerns.
That’s why we imagined the evolve motion program. It was a brand content website where people could find all the initiatives and research done by Peugeot about mobility, sustainability, and design. The summary of the website was always evolving, depending the hot topics and on trends on social media.

THANK YOU