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About i-reel

We are a creative team.
From the first idea to the delivery we do everything (except the music).
This is what we love !

Understanding a brand’s image intimately is an invaluable asset when developing a consistant communication strategy

We create stories and concepts. We draw story boards and elaborate mood boards. We write texts. We prepare shooting with a constant obsession for details: we make technical choices for the best result, cast the models , prepare the set, choose the shooting location. From the very beginning of this preparation we integrate each person that will be involved : Fx team, D.O.P, grips…

We have our own studios, where we experiment, test and invent new ways of creating images. We have engineered our own motion-control devices and developed tools to enable bridges between 3D softwares and the camera control. This makes us one of the most experimented agencies in the field of timepiece pack-shots for instance. We are using any technique that best suits our story: full CGI, live action, animation or a mix. When using real images and CGI altogether it is almost impossible to detect which part of the image is reel and which is CGI.

As we can easily produce the contents, it became obvious early on there were many opportunities to diversify. This is why we have always been developing websites, Apps, training lessons and other digital tools.

This global approach can be fully incorporated by a brand in the development of a project : first with CAD modeling tools we can produce a large amount of views and short 360° simulations for validation. We can then produce 3D printed prototypes with a wide choice of materials and finishings. After the model is validated we can deliver CAD files for mould production. Later we can  transform and use the 3D files for creating a movie for marketing and communication purposes. They can also be used for the production of realistic pack-shots for catalogs and advertising. Once the product is launched we can create didactical content, either for the end user of the product (users manuals) or for the sells advisors (training tools). For this we are able to produce contents, but also the supports (websites, printed catalogs, training platforms and lessons).

This holistic capacity of following and bringing to life a project is indeed what we love !

Our fields of expertise

creation

For us, creation means understanding a brand’s identity and image, then placing them within their time. We draw from our references and inspirations to give each project a tone and vision that are coherent, original and clear. By combining the rigour of in-depth analysis with the freedom of mind to explore every possibility, we aim to bring out a strong idea that is specific to each project.

shooting

We handle live-action shooting through our dedicated production structure. Supported by a network of experienced professionals, our production company builds a team adapted to each shoot. Whether in our own studio or on location, we retain full control over the quality and costs of every project.

art direction

The aesthetic and visual choices of a project must be aligned with the brand’s image. Our graphic and technical expertise allows us to maintain control over the entire production process, ensuring a precise and consistent visual identity from the beginning to the end of the project. This specificity also gives us great flexibility and visual freedom, allowing us to combine techniques and create tailor-made results.

 

CGI : films and still images

We create visuals and films for some of the most prestigious Maisons. Over the years, our experience has developed into deep expertise, particularly in the world of watchmaking. Having an in-house CGI team also allows us to make fast adjustments at every stage of a project. In all our CGI work, we strive for visual coherence and a perfect match with each product.

FX and post production

From rushes to colour grading, from visual effects — CGI and VFX — to final delivery, everything is handled in-house. Every step is fluid and controlled. This range of expertise allows us to create complex effects by combining different techniques, including CGI, post-production, tracking, rotoscoping and camera matching.

 

Insanity :
doing the same thing over and over again and expecting different results


Albert Einstein

Technical infrastructure

We have settled in our own facilities in Bagnolet so that we could ensure the best infrastructure, based on our own needs. This former bicycle manufacture was fully renovated and transformed so that we could develop and experiment all our tools.

in house tools

facilities

shooting facilities

Our shooting studio is located directly beneath our post-production floor. This setup is one of the keys to our responsiveness.
The studio is fully equipped for packshots and object filming, with motion control systems, lighting equipment, cameras and lenses. Upstairs, we handle CGI, VFX, editing, colour grading and finishing. This layout allows us to manage shooting and editing in parallel.

motion control devices

In house engineered 8 axis motion control device enables us to create incredible pack-shots or lifestyle scenes in motion.Part of the setup consists of a Bolt system by MRMC, while the other part is made up of a model mover designed in-house. The combination of the two allows for ultra-precise and highly creative shots, with almost unlimited freedom of movement around an object.
These movement are an amazing added value for the reveal of a product. It also enables us to have a completely matching video stacking, so that each material can be shot with the needed lighting for a perfect rendering of a product. It also gives us the capacity to integrate a real object in a totally virtual universe, with a flawless camera matching.

360° packshot device

Our tailor-made solutions, composed of robotic arms and model movers designed in-house, allow us to achieve ultra-precise shots.
Our motion control systems give us complete control over lighting and movement, including for extreme close-ups. Our expertise allows us to master every frame — an essential requirement for films that reveal the details of each surface and each finish of an object of artistic craftsmanship.

Render Farm

We have settled our new offices in a former bicycle manufacture that we have completely rebuilt, in order to integrate our own render farm in a specifically conditioned room. It is equipped with 82  i7 Quad core blades and its capacity can be increased up to 160 blades, for a total amount of 145 THz of computing power.

the studio

Set in the conserved part of the building made of iron and bricks, with a windowed rooftop, our creative team is working  in a luminous and green environment. This main area consists in 20 workstations, and 3 realtime  editing stations. Management and project management is settled in attending office.

Culture and Values

On time, always

As we often say, we are rarely ahead of schedule, but we are never late ! We will improve the quality, and the tiniest details until the last minute.

Seriously relax

We do serious things, without taking ourselves too seriously.
The most important for us is to work in a good atmosphere, but with in mind the high quality requirement that will make your project perfect.

Long term relationship

Some of our clients are working with us since our creation, and that's a long time ! Most of our contacts bring us with them in their career changes. Our philosophy is to build with our clients a long and trustful relationship.

PEOPLE :

Raphael Garrigues : founding partner
Henri Hayon : creative director / founding partner
Alain Laurans : creative director / founding partner

Joanna Brunet : project manager / partner
Blandine Martineau : project manager

Bruno Jean : 3D Lead / partner
Gaspard Chaumette : 3D artist
Benjamin Reynolds : 3D artist
Ludivine Jouveaux : 3D artist, intern

Simon Ravet : Motion Design Lead / partner
Danielle Condé : Motion Design
Melyssa Sauger : Editing

Elodie Marguillier : executive assistant