Cavalcade x Mobilis
When a logo says I love you
Mobilis is the ticketing system that unites Vaud’s public transport under a single fare. Not exactly the client you’d expect a love campaign from. And yet. At the heart of the new monogram designed by Essence Design, there’s a heart. M for Mobilis. M for aimer (to love in french). The entire concept of the brand campaign was right there, in the four curves of the logo: J’M.
Cavalcade, the agency behind the campaign, commissioned us to produce three films and three photos, to be deployed across all brand channels: outdoor advertising, digital, social media. We proposed Chayanne Fressineau as director. An obvious choice: his way of capturing intimacy in everyday spaces matched exactly what the project called for. Cavalcade already knew him. Perfect.
The idea: three passengers, three modes of transport, three real moments. A child with his nose pressed against the window of an MBC bus. A senior woman absorbed in her book on the BAM train between Bière and Apples. A young couple drifting through the Lausanne night on the M1. Three ways of loving to travel. Three ways of saying J’M.
The brief
Mobilis was embarking on a full brand repositioning: new logo, new baseline, new campaign. The challenge wasn’t to sell a pass, but to embody a stance. To show that Vaud’s public transport isn’t just another service — it’s woven into people’s lives, their moments, their connections.
The approach
Chayanne Fressineau and Zoée Bijotat worked handheld, in natural light, with organic framing that breathes. The vehicles are present but never over-identified. We’re in the atmosphere, not the signage. Ambient sound, turning pages, laughter: the sound design comes from the moment, pulling the viewer straight into the film.
The constraint
Three subjects, three vehicles, one single shoot day. Films and photos captured in parallel. Fabian Hugo documented the scenes while the camera rolled: no flash, no disruption. An economy of means that demanded precise preparation and great fluidity on the ground.
Three moments,
Light
Warm, open, softly desaturated. Neither cold nor clinical. The light works for the characters, not for the brand. Gentle contrasts, shallow depths of field crafted to create intimacy — as if you’re inside the moment, not observing it.
Bodies
Each subject has their own physicality. The child pressing his hand against the glass. The older woman removing her glasses, moved. The couple entwined, a single earbud shared. Precise gestures you recognise in yourself.
Editing
Short but never rushed. The rhythm oscillates between settled shots and subjective points of view. The music enters on a trigger, not from the first frame. The ambient sound of the carriage does the rest.
