{"id":11807,"date":"2025-11-03T18:34:35","date_gmt":"2025-11-03T16:34:35","guid":{"rendered":"https:\/\/www.ferembach.com\/cestquilescreas\/?p=11807"},"modified":"2025-11-06T12:14:49","modified_gmt":"2025-11-06T10:14:49","slug":"claudia-hugo","status":"publish","type":"post","link":"https:\/\/www.ferembach.com\/cestquilescreas\/inter\/claudia-hugo\/","title":{"rendered":"C\u2019EST QUI LES INTER #3 ? Claudia Illan (SPAIN) Hugo Wahledow (SWEDEN)."},"content":{"rendered":"\n
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ENGLISH<\/strong><\/p>\n\n\n\n

It\u2019s often said that the golden age of advertising is behind us, this may be true in some respects\u2014but not in others. France is increasingly recognized on the international stage, consistently ranking among the top five countries awarded at global advertising festivals.
As a result, French advertising is no longer only made by the French. More and more foreign talent are trying their luck in Paris. In agencies, they\u2019re sometimes referred to as \u201cinternationals.\u201d
But who exactly are these internationals? Meet Hugo and Claudia. She\u2019s from Spain, he\u2019s from Sweden. They met in Berlin and decided to move to Paris to hack the biggest tech brand in the world.\u2028<\/p>\n<\/div>\n\n\n\n

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FRAN\u00c7AIS<\/strong><\/p>\n\n\n\n

Si on dit souvent que l\u2019\u00e2ge d\u2019or de la pub est derri\u00e8re nous, ce qui est vrai sur certains points ne l\u2019est pas forc\u00e9ment sur d\u2019autres. La France est de plus en plus reconnue \u00e0 l\u2019\u00e9tranger. Le pays \u00e9tant r\u00e9guli\u00e8rement class\u00e9 dans le top 5 des pays les plus r\u00e9compens\u00e9s dans les festivals internationaux.\u2028\u2028<\/p>\n\n\n\n

R\u00e9sultat : la publicit\u00e9 fran\u00e7aise n\u2019est plus seulement faite pas des Fran\u00e7ais. De plus en plus de talents \u00e9trangers tentent leur chance \u00e0 Paris. Ceux qu\u2019on appelle parfois en agence les \u00ab internationaux \u00bb.\u2028 \u2028
Mais c’est qui les internationaux ? ici, c\u2019est Hugo et Claudia. Elle vient d\u2019Espagne, lui de Su\u00e8de. Ils se sont rencontr\u00e9s \u00e0 Berlin et ils ont d\u00e9cid\u00e9 de venir \u00e0 Paris pour hacker la plus grande marque de tech du monde.\u2028<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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This series of interviews is orchestrated by <\/strong>Joseph Rozier<\/strong>.<\/a><\/em><\/p>\n<\/div>\n\n\n\n


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Hi ! Can you tell us more about you?\u2028<\/p>\n\n\n\n

Claudia started working on the client side until she realised being on the side of the creative was more fun. So she quit her job and hometown and settled in Berlin to do Miami Ad School where she met Hugo by chance, since there\u2019s a 5 years gap between them. \u2028\u2028Hugo has done a year in Santa Barbara were he discovered Madmen and realised he wanted to be part od the industry.

Hugo was the only AD in class but turns out Claudia was the one to claim him. We did our first internship in NYC working for clients like Oreo and HBO, then went to McCann London, and split our paths when Claudia wanted to go to Sao Paulo and Hugo remained in Berlin. Those three months of separation made it clear they should make it official and become a team with one portfolio.

We landed our first job in Publicis Milan \u201cLe Pub\u201d to work for Heineken and Diesel which was an amazing start to our career. And it led us meeting Ga\u00ebtan Du Peloux (CCO-CEO Marcel) at LIA where we clicked right away. We\u2019d always been fond of the work at Marcel, we loved \u201cInglorious fruits and vegetables\u201d since Miami Ad School.

When we heard there was a spot open we didn\u2019t hesitate to take it. We\u2019d also been doing a lot of traditional advertising with big budgets for big brands and we thought the more pirate attitude of Marcel was a great next step in our careers. It was a smooth landing until the pandemic hit. We spent it in a 50 sq meter apartment looking inside the building.

The people at the agency were very welcoming, and all willing to speak english during meetings. The agency feels like a big family who\u2019s mostly championing David in the fight with a Goliath in a fun and surprising way. We\u2019ve learned a lot in our years at Marcel and Paris having lived in so many places has been by far the hardest place to say \u201chasta la vista\u201d to.<\/p>\n\n\n\n

Can you share some campaigns you’ve worked on here?<\/p>\n\n\n\n

The campaign we\u2019re most proud of is Hackmarket for a refurbished tech brand called Backmarket. It is exactly the kind of campaign we were dreaming to make when we went to Marcel. Low budget, brave, risky, fun\u2026and it gave us the opportunity of spending a week in Cannes celebrating the win with all the team who fought so hard to make it happen. It changed our career but specially producing it gave us memories we\u2019ll never forget.<\/p>\n<\/div>\n\n\n\n

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Salut Claudia, peux-tu nous raconter un peu votre parcours avec Hugo ? \u2028<\/p>\n\n\n\n

J\u2019ai commenc\u00e9 ma carri\u00e8re c\u00f4t\u00e9 client, jusqu\u2019au jour o\u00f9 j\u2019ai r\u00e9alis\u00e9 que le c\u00f4t\u00e9 cr\u00e9atif \u00e9tait bien plus amusant. J\u2019ai donc quitt\u00e9 mon emploi et ma ville natale pour m\u2019installer \u00e0 Berlin et \u00e9tudier \u00e0 la Miami Ad School, o\u00f9 j\u2019ai rencontr\u00e9 Hugo.

Hugo, lui, a pass\u00e9 une ann\u00e9e \u00e0 Santa Barbara, o\u00f9 il a d\u00e9couvert Mad Men et compris qu\u2019il voulait faire de la pub. Il \u00e9tait le seul directeur artistique de sa promotion, mais j\u2019ai r\u00e9ussi \u00e0 lui mettre le grapin dessus. Nous avons fait notre premier stage \u00e0 New York, en travaillant pour des clients comme Oreo et HBO. Puis nous sommes partis chez McCann \u00e0 Londres. Ensuite, nos chemins se sont s\u00e9par\u00e9s\u2026 je suis partie \u00e0 S\u00e3o Paulo tandis que Hugo est rest\u00e9 \u00e0 Berlin. Ces trois mois de s\u00e9paration nous ont fait comprendre qu\u2019il fallait officialiser notre duo et constituer un seul et m\u00eame portfolio.
Nous avons d\u00e9croch\u00e9 notre premier poste chez Publicis Milan, chez Le Pub, pour travailler sur Heineken et Diesel \u2014 un excellent d\u00e9part pour notre carri\u00e8re. C\u2019est d\u2019ailleurs l\u00e0 que nous avons rencontr\u00e9 Ga\u00ebtan Du Peloux (CCO & CEO de Marcel) lors des LIA. Le courant est tout de suite pass\u00e9 ! Nous avons toujours admir\u00e9 le travail de Marcel, notamment la campagne Les Fruits & L\u00e9gumes Moches, que nous aimions d\u00e9j\u00e0 \u00e0 l\u2019\u00e9poque de la Miami Ad School. Quand nous avons appris qu\u2019un poste s\u2019ouvrait l\u00e0-bas, nous n\u2019avons pas h\u00e9sit\u00e9 une seconde.
\u2028Apr\u00e8s plusieurs campagnes traditionnelles avec de gros budgets pour de grandes marques, nous trouvions que l\u2019attitude plus \u00ab pirate \u00bb de Marcel repr\u00e9sentait la suite logique de notre parcours. L\u2019int\u00e9gration s\u2019est faite tout en douceur\u2026 jusqu\u2019\u00e0 ce que la pand\u00e9mie frappe. Nous l\u2019avons travers\u00e9e enferm\u00e9s dans un appartement de 50 m\u00b2, avec vue sur la cour int\u00e9rieure de l\u2019immeuble.
Chez Marcel, les gens ont \u00e9t\u00e9 tr\u00e8s accueillants. Tout le monde faisait l\u2019effort de parler anglais pendant les r\u00e9unions. L\u2019agence ressemble \u00e0 une grande famille qui incarne le combat de David contre Goliath \u2014 mais toujours avec humour et surprise. Nous avons \u00e9norm\u00e9ment appris pendant nos ann\u00e9es chez Marcel, et parmi toutes les villes o\u00f9 nous avons v\u00e9cu, Paris est de loin celle \u00e0 laquelle il a \u00e9t\u00e9 le plus difficile de dire ‘Hasta la vista’.
On est rest\u00e9s en France de 2019 \u00e0 2025 avant de partir pour l’Espagne.<\/p>\n\n\n\n

Sur quelles campagnes avez-vous travaill\u00e9 en France ?\u2028<\/p>\n\n\n\n

La campagne dont nous sommes le plus fier est Hackmarket, pour la marque de produits reconditionn\u00e9s Back Market. C\u2019est exactement le genre de projet que nous r\u00eavions de faire en rejoignant Marcel : petit budget, audacieux, risqu\u00e9, fun\u2026 Et surtout, il nous a permis de passer une semaine \u00e0 Cannes pour c\u00e9l\u00e9brer la victoire avec toute l\u2019\u00e9quipe qui s\u2019\u00e9tait battue pour la faire vivre. Cette campagne a chang\u00e9 notre carri\u00e8re, mais surtout, sa production nous a laiss\u00e9 des souvenirs inoubliables.\u2028<\/p>\n<\/div>\n<\/div>\n\n\n\n

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