Lacoste Golf, spec ad, director’s cut

A spec ad is a self-produced advertising film, written and directed without any commission from the brand: the favourite exercise of commercial directors, because it forgives nothing, no brief to hide behind, only a vision and its execution.

For this director’s cut set in the Lacoste golf universe, the studio applied advertising writing by the book: a brand territory respected to the letter, an elegant and sporty art direction, and image craft calibrated for cinema and television.

This is the film that opens the studio’s website: in a few seconds, it says what the studio can do when given a brand with a history.