A professional dossier in collaboration with Zerod
Year 3ᵉ students must design and produce a complete professional portfolio in order to obtain their diploma. This end-of-studies project is a real hands-on experience: strategic thinking, artistic direction, production and brand coherence are rigorously assessed. This year, one group chose to develop an advertising campaign for the Zerod brand, a leading name in French triathlon.
Zerod: staging the ultimate challenge
Founded by Pierre and Frédéric Dorez, Zerod was built around a strong ethos of performance, integrity and rigour. The project does not seek to promote an isolated product, but to embody these values through an immersive narrative. Surpassing oneself becomes the driving force behind the story, perseverance its common thread and professionalisation its horizon.
The campaign is aimed at sportspeople in transition: amateurs looking to take a step forward, young talents looking to progress, or semi-professionals who are structuring their practice. The idea is clear: Zerod accompanies the athlete as he or she evolves, step by step.
Immersive production to create tension
The direction is immersive, with the camera close to the body, audible breathing, drops of sweat and tight shots. The settings become extensions of the protagonist’s inner state. The mountain symbolises ascent and perseverance, the swimming pool imposes an intimate confrontation in an enclosed space, while the athletics track acts as an arena where effort finds its culmination.
The editing plays a central role, alternating tension and breathing. The underwater shots suspend time and plunge the viewer into silent introspection, before the cycling and sprinting sequences brutally accelerate the pace. This contrast reinforces the power of the final victory.
Through this project, the students demonstrate their ability to combine storytelling, aesthetics and brand strategy, while asserting a powerful idea: becoming a professional is not about beating others, but about becoming the best version of yourself.
