The Cinema & I

The Cinéma Odéon in Morges is one of the town's historic landmarks, open since 1940. As part of a communications campaign aimed at attracting more visitors to their local cinema, the team asked us to come up with a concept that reconnected the community with the Odéon.

We all know the experience of going to the cinema: an outing with family or friends, the smell of popcorn, the sound of our footsteps absorbed by the carpet. It's a familiar yet unique moment that speaks to us all differently.

Unlike the major chains, Morges residents have a much more intimate relationship with the Odéon. For many, it's brimming with childhood memories. Curious about each person's subjective experience, we developed the concept of the "portrait party": inviting cinema-goers to come in, share their memories of the place, and be photographed individually in the unique setting of the Odéon.

A shot list and location plan were prepared in advance to make the most of the cinema's interior. The result was a series of portraits combining humanity and cinema, printed and accompanied by leaflets telling the story of the relationship between cinema-goers and the big screen. The portraits were exhibited at Espace81, accompanied by a poster campaign across the town inviting residents to reconnect emotionally with the Odéon.

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