Peugeot

Looking for Pride

Mr Fifou takes us on a ride to the place where he has always drawn his energy and inspiration from: the suburbs. For Fifou, ‘Allure’ is pride. He feels the need to spotlight people who are beyond the mainstream. Their backgrounds, their differences, have now become their strength, which they proudly embrace. And that’s precisely where l’Allure, made in Fifou, draws its quintessence.

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Credits
Client: Peugeot
Title : Looking for Pride
Production Company: JACKFLASH
Director: Fabien Ecochard
Photographer: Mr Fifou
Executive producer: James Hagger
Line producer: Robin Noël
Editorial director: Charlotte Balatre
Production assistants: Jean Méranger-Galtier, Manon Bioret, Imogen Barnes
Director of photography: Jacques Ballard, A.F.C
Additional photography: Fabien Ecochard, Morgan Mercier
Sound Engineer: Kerwin Rolland
Editor: Jordi Gueyrard
Assistant editor: Théophile Chauffrut
Colorist: Anne Szymkowiak
Cast: Serapis Dirat, Youssou Camara, Hassan Koné, Yannick Bouanga
Extras: Thomas Consani, Elias Koné, Sematawi Smart, Hensen Bilny, Cyril Anton, Stéphane Neang, Romain Martin, Marine Grech, Elijah Bouanga, Mounawar Hamadi, Zainoudine Hamadi, Aboubacar Fofana, Serge Malélé, Steeve Bellaiche, David Kligueh, Baptiste Pacitti, Anne Cazé, Lisa Tiebout, Olivier Frediere, Mahamadou Sakomé, Maëlle Lemaire, Edilson Lomba-Tavares, Clency Ducloux, Alexandra Osina, Pauline Corrihons Houdard, Joanna Sainte Marie, Christophe Cinabre, Redouane Ikhlef, Steve Kindombe, Modibo Sissoko, Gabin Berthe, Madyan Innocent, Andreea Marinescu
Music: Ardie Son - "Minuet II" Frank Bentley - "Get Dangerous" Flint - "Don't open" Adrián Berenguer - "Presto" Flint - "Scared Inside" Yarin Primak - "My Lord"
Sound Mix: Pure sound project - Théo Noël, Joris Sellem
Special Thanks: OX Avocats, Theatre Darius Milhaud, Salle de Boxe Boxing Beats, Picto photo Editing, Idrissa Diabate, Olivia Caré
Agency / Co-Producer: Mogul
Artistic Producer : Nicolas Delacroix
Executive Producer: Julien Averty
Production Coordinators: Emie Pham, Fanélie Rodoz
Copywriters: Ken Sainthorant, Vincent Talabot
Creative Director: Julien Gragnic
Art Directors: Redwan Benammar, Charly Braunn
Motion designer: Tiffany Picq
Social media managers: Arnaud Gaidon, Kassandra De Oliveira
Peugeot: Linda Jackson, Phil York, Matthieu Bellamy, Erika Bouteloup, Valérie Candeiller
YellowKorner: Alexandre de Metz, Eva Lafferrere, Maryam Bettahar
Description

Winner of the "Best European Director" award at The London Director Awards 2025.

 

After 7 months of epic adventures travelling through Lanzarote, Morocco, Italy, France and Kenya, we’re really excited to share with you this 5 part series we've produced in collaboration with Mogul, Peugeot & Yellow Korner. A heartwarming series where five renowned photographers, Oliviero Toscani, Mr Fifou, Laurence Laborie, Teresa Freitas & Laurent Baheux, talk to us about their individual quests for Allure in their personal work. In this specific episode, we follow photographer Mr Fifou in his quest for ‘Allure’. Fifou takes us on a ride to the place where he has always drawn his energy and inspiration from: the suburbs. For Fifou, 'Allure' is pride. He feels the need to spotlight people who are beyond the mainstream. Their backgrounds, their differences, have now become their strength, which they proudly embrace. And that's precisely where l'Allure, made in Fifou, draws its quintessence.

      Capturing allure in figures
  • 5 photo collections available for sale in 88 YellowKorner galleries
  • +280k gallery visitors during the collections' exhibition
  • 5 x 10-minute documentaries available on Peugeot's YouTube channel
  • 25 accompanying assets for social media
  • 34m reach (ongoing)
  • 38m video views (ongoing)
  • 30.1% average completion rate on documentaries (vs Peugeot's 18.6% benchmark)
  • 3 major openings in YellowKorner galleries
  • distribution to all Peugeot markets in all 4 corners of the world
 
GALLERY