Context

Paris–Versailles is one of France’s oldest and most iconic road races.
A historic 16 km course linking the Eiffel Tower to the Château de Versailles, famous for its demanding Côte des Gardes climb and symbolic finish in front of the palace.

For QUATORZE, the race became the perfect stage to oppose two worlds:

• Barbès — a working-class, multicultural Parisian district associated with the people, raw energy and contemporary urban culture.

• Versailles — a symbol of monarchy, royalty, privilege and inherited nobility.

The project explored the idea that today’s true elite is no longer defined by bloodline or social status, but by effort, discipline and performance.

A new nobility measured not by heritage, but by the stopwatch.

Creative idea

“De Barbès à Versailles” was imagined as a modern conquest.
A symbolic march from the streets of Barbès to the gates of Versailles.

Equipped with the New Balance FuelCell SuperComp Elite v5, 12 members of the Barbès Runners crew embodied a contemporary form of nobility — one earned through suffering, pace and collective effort.

The activation deliberately played with the contrast between popular culture and aristocratic codes: cafés in Barbès versus royal imagery, concrete streets versus palace symbolism, community energy versus institutional heritage.

The FuelCell SuperComp Elite v5 became the central symbol of this transformation.
Not simply a racing shoe, but a modern weapon of elevation.
A shoe built for runners chasing speed, precision and long-distance performance — proving that the true nobility of today is the nobility of the stopwatch.

Tagline: “The people run. Power changes hands.”

Experience ecosystem blocks

Film & Storytelling

• Cinematic teaser campaign shot in Barbès

• Hero post-race film built around the idea of a modern takeover of Versailles

• Voice-over manifesto exploring effort, people and modern nobility

• Motion design inspired by torn newspapers and rewritten history

Photography & Art Direction

• Portrait series of the 12 runners across symbolic locations in Barbès

• Contrast between working-class Parisian aesthetics and Versailles-inspired visual references

• Black & white imagery mixed with warm orange-red accents echoing the SC Elite v5

• Royal-inspired styling elements integrated through post-production and graphic overlays

Community & Retail Activation

• Shake-out run from QUATORZE Wagram store

• In-store photo exhibition and campaign reveal

• “Virage Barbès” supporter activation inside the Côte des Gardes climb

• Retail screen takeover across the QUATORZE network

Product Focus — FuelCell SuperComp Elite v5

• Performance storytelling around race-day speed and efficiency

• Editorial integration of the FuelCell SuperComp Elite v5 throughout the campaign

• Product-focused visuals emphasizing propulsion, responsiveness and race precision

• Dedicated editorial review and testing article published on QUATORZE Running

My role

• Creative concept development

• Narrative & cultural storytelling

• Activation strategy

• Artistic direction supervision

• Campaign scripting

• Production coordination

• Creative briefing (film & photography)

• Community activation strategy

• Brand pitching & presentation

• Retail and digital distribution planning

Outputs list

• Hero film (Reels + YouTube formats)

• Cinematic teaser

• Editorial photo series

• Social media campaign

• Retail screen content

• In-store activation & exhibition

• Community shake-out run

• Product storytelling article

• Campaign visual identity

• Motion design assets