The Carte Blanche, which is entrusted each year to a renowned photographer, is much more than just a cosmetic exercise. It must portray a characteristic feature of Pernod Ricard’s culture and state of mind. After “Vision” or “Inspiring Action”, this year, Pernod Ricard’s 18,400 employees were able to surpass themselves, as Canadian photographer Kourtney Roy transcribed through 18 snapshots: “Go the Extra Mile”. For this ninth year, these employees are the faces of this campaign. Whether they are city brand manager, security manager or business analyst, the 18 colleagues for the project have surpassed themselves to slip into the clothes of characters of the seventh art. This campaign looks like a movie. Let yourself be embarked by the casting and her director who will take you to this “the extra mile”.
The work done by Kourtney Roy will illustrate Pernod Ricard’s annual report and this new campaign will be presented to the general public during Paris Photo.
Kourtney Roy Interview
How would you define your work?
I would say that it is a kind of mixture between staging, photography but also spontaneous photography. I love to travel, and go to the US or Canada to take my pictures … So I gradually developed this style based on having all my accessories in the trunk of my car: wigs, makeup, clothing, technical equipment …
What did you think of this Carte Blanche? I was delighted to get this Carte Blanche, which allows me to do my photos in my own way. I could do the casting, choose the styles, everything. It was a path that took time for the preparation but everything happened quickly. The models were incredible, I was afraid they would be shy, uncomfortable, but everyone really played the game. I think disguising them, styling and makeup helped them because it change the personality. They had nothing else to do, it was their appearance that spoke for them.
How do you take Pernod Ricard employees to turn them into movie stars?
It was not a problem to turn them into a mini star for a day. They applied because they clearly wanted to give themselves completely. It was very exciting for them, it’s special, I think they really liked changing their hairstyles, makeup and costumes. Everyone can be a movie hero once in costume on a set.
A message for Pernod Ricard?
There are not many projects like this, where as an artist you can go to work where you want and do what goes through your head without your client telling you ‘more of this’ or’ more of that. ” It happens once in the life of an artist. I was very excited and very happy with the result.