<style id="elementor-post-1244">.elementor-1244 .elementor-element.elementor-element-4ed63af{--display:flex;}</style>{"id":1244,"date":"2024-03-28T14:06:51","date_gmt":"2024-03-28T14:06:51","guid":{"rendered":"https:\/\/orbius.premiumthemes.in\/?page_id=1244"},"modified":"2026-09-29T01:48:12","modified_gmt":"2026-09-28T23:48:12","slug":"la-creation-de-la-publicite","status":"publish","type":"page","link":"https:\/\/cataci.com\/fr\/la-creation-de-la-publicite\/","title":{"rendered":"La cr\u00e9ation de la publicit\u00e9"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"1244\" class=\"elementor elementor-1244\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ed63af e-flex e-con-boxed e-con e-parent\" data-id=\"4ed63af\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f46cbc3 elementor-widget elementor-widget-html\" data-id=\"f46cbc3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<style>\n\/* =========================================================\n   CATACI \u2014 PREMIUM CASE STUDY\n   Scoped styles: should not interfere with the rest of WP\n   ========================================================= *\/\n\n.cataci-case-study {\n  --cc-black: #0c0c0c;\n  --cc-charcoal: #171717;\n  --cc-cream: #f5f2ec;\n  --cc-white: #ffffff;\n  --cc-grey: #8c8c8c;\n  --cc-line: rgba(255,255,255,.14);\n  --cc-accent: #e02bcf;\n\n  width: 100%;\n  background: var(--cc-black);\n  color: var(--cc-white);\n  font-family: \"Helvetica Neue\", Helvetica, Arial, sans-serif;\n  overflow: hidden;\n  -webkit-font-smoothing: 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solid var(--cc-line);\n  background: var(--cc-black);\n}\n\n.cc-facts-grid {\n  display: grid;\n  grid-template-columns: repeat(4, 1fr);\n}\n\n.cc-fact {\n  padding: 30px 24px 32px 0;\n  border-right: 1px solid var(--cc-line);\n}\n\n.cc-fact:not(:first-child) {\n  padding-left: 30px;\n}\n\n.cc-fact:last-child {\n  border-right: 0;\n}\n\n.cc-fact-label {\n  margin-bottom: 8px;\n  color: var(--cc-grey);\n  font-size: 10px;\n  font-weight: 700;\n  letter-spacing: .18em;\n  text-transform: uppercase;\n}\n\n.cc-fact-value {\n  font-size: 15px;\n  line-height: 1.45;\n}\n\n\/* INTRO *\/\n\n.cc-intro {\n  padding: 110px 0 115px;\n}\n\n.cc-intro-grid {\n  display: grid;\n  grid-template-columns: .65fr 1.35fr;\n  gap: 90px;\n  align-items: start;\n}\n\n.cc-client-mark {\n  max-width: 200px;\n  padding: 18px;\n  background: var(--cc-white);\n}\n\n.cc-eyebrow {\n  display: block;\n  margin-bottom: 22px;\n  color: var(--cc-grey);\n  font-size: 11px;\n  font-weight: 700;\n  letter-spacing: .2em;\n  text-transform: uppercase;\n}\n\n.cc-intro h2 {\n  margin: 0 0 28px;\n  max-width: 790px;\n  font-size: clamp(35px, 4.6vw, 66px);\n  line-height: 1.02;\n  letter-spacing: -.045em;\n  font-weight: 500;\n}\n\n.cc-intro-copy {\n  max-width: 750px;\n  margin: 0;\n  color: rgba(255,255,255,.67);\n  font-size: 18px;\n  line-height: 1.72;\n  font-weight: 300;\n}\n\n\/* PROCESS *\/\n\n.cc-process {\n  background: var(--cc-cream);\n  color: var(--cc-black);\n  padding: 125px 0 130px;\n}\n\n.cc-section-heading {\n  display: grid;\n  grid-template-columns: 1fr 2fr;\n  gap: 60px;\n  margin-bottom: 95px;\n}\n\n.cc-section-heading-label {\n  font-size: 11px;\n  font-weight: 700;\n  letter-spacing: .2em;\n  text-transform: uppercase;\n  color: #777;\n}\n\n.cc-section-heading h2 {\n  max-width: 770px;\n  margin: 0;\n  font-size: clamp(40px, 5vw, 72px);\n  line-height: .98;\n  letter-spacing: -.05em;\n  font-weight: 500;\n}\n\n.cc-step {\n  display: grid;\n  grid-template-columns: 1.12fr .88fr;\n  gap: clamp(45px, 8vw, 110px);\n  align-items: center;\n  padding: 85px 0;\n  border-top: 1px solid rgba(0,0,0,.14);\n}\n\n.cc-step.cc-reverse {\n  grid-template-columns: .88fr 1.12fr;\n}\n\n.cc-step.cc-reverse .cc-step-media {\n  order: 2;\n}\n\n.cc-step.cc-reverse .cc-step-copy {\n  order: 1;\n}\n\n.cc-step-media {\n  position: relative;\n}\n\n.cc-image-frame {\n  overflow: hidden;\n  background: #e4e0d8;\n}\n\n.cc-image-frame img {\n  transition: transform .7s cubic-bezier(.2,.7,.2,1);\n}\n\n.cc-step:hover .cc-image-frame img {\n  transform: scale(1.018);\n}\n\n.cc-step-number {\n  margin-bottom: 22px;\n  color: var(--cc-accent);\n  font-size: 13px;\n  font-weight: 700;\n  letter-spacing: .2em;\n}\n\n.cc-step-copy h3 {\n  max-width: 480px;\n  margin: 0 0 22px;\n  font-size: clamp(31px, 4vw, 52px);\n  line-height: 1.04;\n  letter-spacing: -.04em;\n  font-weight: 500;\n}\n\n.cc-step-copy p {\n  max-width: 520px;\n  margin: 0;\n  color: #555;\n  font-size: 17px;\n  line-height: 1.75;\n}\n\n.cc-detail {\n  display: inline-block;\n  margin-top: 28px;\n  padding-top: 12px;\n  border-top: 1px solid #bbb;\n  color: #777;\n  font-size: 10px;\n  font-weight: 700;\n  letter-spacing: .17em;\n  text-transform: uppercase;\n}\n\n\/* FINAL \/ APPLICATION *\/\n\n.cc-application {\n  padding: 125px 0 135px;\n  background: var(--cc-black);\n}\n\n.cc-application-head {\n  display: grid;\n  grid-template-columns: 1fr 1.7fr;\n  gap: 60px;\n  align-items: end;\n  margin-bottom: 62px;\n}\n\n.cc-application-head h2 {\n  margin: 0;\n  font-size: clamp(40px, 5vw, 70px);\n  line-height: .98;\n  letter-spacing: -.05em;\n  font-weight: 500;\n}\n\n.cc-application-head p {\n  max-width: 590px;\n  margin: 0 0 5px auto;\n  color: rgba(255,255,255,.63);\n  font-size: 17px;\n  line-height: 1.7;\n}\n\n.cc-gallery {\n  display: grid;\n  grid-template-columns: 1.35fr .65fr;\n  grid-template-rows: auto auto;\n  gap: 14px;\n}\n\n.cc-gallery-item {\n  overflow: hidden;\n  background: #191919;\n}\n\n.cc-gallery-item img {\n  width: 100%;\n  height: 100%;\n  min-height: 280px;\n  object-fit: cover;\n  transition: transform .7s cubic-bezier(.2,.7,.2,1);\n}\n\n.cc-gallery-item:hover img {\n  transform: scale(1.025);\n}\n\n.cc-gallery-large {\n  grid-row: span 2;\n}\n\n.cc-gallery-large img {\n  min-height: 650px;\n}\n\n\/* CAPABILITIES *\/\n\n.cc-capabilities {\n  padding: 115px 0 120px;\n  background: #111;\n  border-top: 1px solid var(--cc-line);\n}\n\n.cc-capabilities-top {\n  max-width: 720px;\n  margin-bottom: 65px;\n}\n\n.cc-capabilities h2 {\n  margin: 0 0 20px;\n  font-size: clamp(36px, 4vw, 58px);\n  line-height: 1.03;\n  letter-spacing: -.04em;\n  font-weight: 500;\n}\n\n.cc-capabilities-intro {\n  margin: 0;\n  color: rgba(255,255,255,.6);\n  font-size: 17px;\n  line-height: 1.7;\n}\n\n.cc-cap-grid {\n  display: grid;\n  grid-template-columns: repeat(3, 1fr);\n  border-top: 1px solid var(--cc-line);\n}\n\n.cc-cap {\n  min-height: 230px;\n  padding: 34px 34px 20px 0;\n  border-right: 1px solid var(--cc-line);\n}\n\n.cc-cap:not(:first-child) {\n  padding-left: 34px;\n}\n\n.cc-cap:last-child {\n  border-right: 0;\n}\n\n.cc-cap-index {\n  display: block;\n  margin-bottom: 50px;\n  color: var(--cc-accent);\n  font-size: 11px;\n  font-weight: 700;\n  letter-spacing: .18em;\n}\n\n.cc-cap h3 {\n  margin: 0 0 13px;\n  font-size: 21px;\n  font-weight: 500;\n  letter-spacing: -.02em;\n}\n\n.cc-cap p {\n  margin: 0;\n  color: rgba(255,255,255,.52);\n  font-size: 14px;\n  line-height: 1.65;\n}\n\n\/* CTA *\/\n\n.cc-cta {\n  padding: 135px 0;\n  background: var(--cc-cream);\n  color: var(--cc-black);\n}\n\n.cc-cta-inner {\n  display: grid;\n  grid-template-columns: 1.5fr .5fr;\n  gap: 60px;\n  align-items: end;\n}\n\n.cc-cta-small {\n  display: block;\n  margin-bottom: 22px;\n  color: #777;\n  font-size: 11px;\n  font-weight: 700;\n  letter-spacing: .2em;\n  text-transform: uppercase;\n}\n\n.cc-cta h2 {\n  max-width: 850px;\n  margin: 0;\n  font-size: clamp(43px, 6vw, 82px);\n  line-height: .98;\n  letter-spacing: -.055em;\n  font-weight: 500;\n}\n\n.cc-cta-action {\n  display: flex;\n  justify-content: flex-end;\n}\n\n.cc-button {\n  display: inline-flex;\n  align-items: center;\n  justify-content: space-between;\n  gap: 35px;\n  min-width: 240px;\n  padding: 19px 22px;\n  border: 1px solid var(--cc-black);\n  color: var(--cc-black) !important;\n  text-decoration: none !important;\n  font-size: 12px;\n  font-weight: 700;\n  letter-spacing: .08em;\n  text-transform: uppercase;\n  transition: all .25s ease;\n}\n\n.cc-button span {\n  font-size: 19px;\n  font-weight: 400;\n}\n\n.cc-button:hover {\n  background: var(--cc-black);\n  color: var(--cc-white) !important;\n}\n\n\/* MOBILE *\/\n\n@media (max-width: 900px) {\n  .cc-container {\n    width: min(100% - 34px, 1240px);\n  }\n\n  .cc-hero {\n    min-height: 72vh;\n  }\n\n  .cc-hero-inner {\n    padding: 90px 0 48px;\n  }\n\n  .cc-facts-grid {\n    grid-template-columns: 1fr 1fr;\n  }\n\n  .cc-fact,\n  .cc-fact:not(:first-child) {\n    padding: 22px 18px 22px 0;\n    border-bottom: 1px solid var(--cc-line);\n  }\n\n  .cc-fact:nth-child(even) {\n    padding-left: 20px;\n    border-right: 0;\n  }\n\n  .cc-intro {\n    padding: 75px 0 80px;\n  }\n\n  .cc-intro-grid,\n  .cc-section-heading,\n  .cc-application-head,\n  .cc-cta-inner {\n    grid-template-columns: 1fr;\n    gap: 35px;\n  }\n\n  .cc-client-mark {\n    max-width: 155px;\n  }\n\n  .cc-process {\n    padding: 85px 0 90px;\n  }\n\n  .cc-section-heading {\n    margin-bottom: 45px;\n  }\n\n  .cc-step,\n  .cc-step.cc-reverse {\n    grid-template-columns: 1fr;\n    gap: 38px;\n    padding: 58px 0;\n  }\n\n  .cc-step.cc-reverse .cc-step-media,\n  .cc-step.cc-reverse .cc-step-copy {\n    order: initial;\n  }\n\n  .cc-application {\n    padding: 85px 0 90px;\n  }\n\n  .cc-application-head p {\n    margin-left: 0;\n  }\n\n  .cc-gallery {\n    grid-template-columns: 1fr;\n  }\n\n  .cc-gallery-large {\n    grid-row: auto;\n  }\n\n  .cc-gallery-large img,\n  .cc-gallery-item img {\n    min-height: 0;\n  }\n\n  .cc-cap-grid {\n    grid-template-columns: 1fr;\n  }\n\n  .cc-cap,\n  .cc-cap:not(:first-child) {\n    min-height: 0;\n    padding: 28px 0;\n    border-right: 0;\n    border-bottom: 1px solid var(--cc-line);\n  }\n\n  .cc-cap-index {\n    margin-bottom: 25px;\n  }\n\n  .cc-cta {\n    padding: 85px 0;\n  }\n\n  .cc-cta-action {\n    justify-content: flex-start;\n  }\n}\n\n@media (max-width: 540px) {\n  .cc-hero h1 {\n    font-size: 47px;\n  }\n\n  .cc-hero-lead {\n    font-size: 17px;\n  }\n\n  .cc-facts-grid {\n    grid-template-columns: 1fr;\n  }\n\n  .cc-fact,\n  .cc-fact:not(:first-child),\n  .cc-fact:nth-child(even) {\n    padding: 18px 0;\n    border-right: 0;\n  }\n\n  .cc-intro-copy,\n  .cc-step-copy p,\n  .cc-application-head p {\n    font-size: 16px;\n  }\n}\n\/* =========================================================\n   CATACI \u2014 FINAL BRAND POLISH\n   Small refinements only: brand accent, spacing, theme-proof\n   text colours, and responsive hero alignment.\n   ========================================================= *\/\n\n\/* Tighter section rhythm *\/\n.cc-process {\n  padding-bottom: 55px;\n}\n\n.cc-process .cc-step:last-child {\n  padding-bottom: 45px;\n}\n\n.cc-application {\n  padding-top: 72px;\n  padding-bottom: 30px;\n}\n\n.cc-capabilities {\n  padding-top: 45px;\n}\n\n\/* Protect dark-section typography from WordPress\/Elementor theme overrides *\/\n.cc-intro h2,\n.cc-application h2,\n.cc-capabilities h2,\n.cc-cap h3 {\n  color: #ffffff !important;\n}\n\n.cc-intro-copy,\n.cc-application-head p,\n.cc-capabilities-intro,\n.cc-cap p {\n  color: rgba(255,255,255,.68) !important;\n}\n\n\/* Protect light-section typography too *\/\n.cc-section-heading h2,\n.cc-step-copy h3,\n.cc-cta h2 {\n  color: var(--cc-black) !important;\n}\n\n\/* CATACI magenta: restrained brand accents *\/\n.cc-step-number,\n.cc-cap-index {\n  color: var(--cc-accent) !important;\n}\n\n.cc-kicker::before {\n  background: var(--cc-accent) !important;\n}\n\n.cc-cta-small {\n  color: var(--cc-accent) !important;\n}\n\n.cc-button span {\n  color: var(--cc-accent);\n}\n\n.cc-button:hover {\n  background: var(--cc-accent);\n  border-color: var(--cc-accent);\n  color: #ffffff !important;\n}\n\n.cc-button:hover span {\n  color: #ffffff;\n}\n\n\/* Desktop hero offsets remain as designed; reduce them on smaller screens *\/\n@media (max-width: 900px) {\n  .cc-hero h1 {\n    margin-left: 18px;\n    max-width: calc(100% - 18px);\n  }\n\n  .cc-hero-lead {\n    margin-left: 34px;\n    max-width: calc(100% - 34px);\n  }\n\n  .cc-application {\n    padding-top: 60px;\n    padding-bottom: 25px;\n  }\n\n  .cc-capabilities {\n    padding-top: 42px;\n  }\n}\n\n@media (max-width: 540px) {\n  .cc-hero h1 {\n    margin-left: 10px;\n    font-size: 44px;\n  }\n\n  .cc-hero-lead {\n    margin-left: 22px;\n  }\n}\n.cc-back-link {\n  display: inline-flex;\n  align-items: center;\n  margin: 0 0 28px 58px;\n  padding: 10px 17px;\n  border: 1px solid rgba(255,255,255,.42);\n  border-radius: 999px;\n  background: rgba(10,10,10,.22);\n  color: #ffffff !important;\n  text-decoration: none !important;\n  font-size: 13px;\n  font-weight: 500;\n  letter-spacing: .02em;\n  line-height: 1;\n  backdrop-filter: blur(6px);\n  -webkit-backdrop-filter: blur(6px);\n  transition: all .2s ease;\n}\n\n.cc-back-link:hover {\n  border-color: var(--cc-accent);\n  background: var(--cc-accent);\n  color: #ffffff !important;\n  transform: translateX(-2px);\n}\n.cataci-case-study {\n  margin-top: 24px;\n}\n\n@media (max-width: 600px) {\n  .cataci-case-study {\n    margin-top: 12px;\n  }\n}\n\/* ---------- Refinements v2: site font, logo, readability, result ---------- *\/\n.cataci-case-study { font-family: \"Poppins\", \"Helvetica Neue\", Arial, sans-serif; }\n.cataci-case-study .cc-client-mark { max-width: 170px; padding: 0; background: transparent; }\n.cataci-case-study .cc-client-mark img { display: block; width: 100%; height: auto; filter: grayscale(1) invert(1) contrast(1.6) brightness(1.2); mix-blend-mode: screen; }\n.cataci-case-study .cc-fact-label,\n.cataci-case-study .cc-eyebrow { color: rgba(255,255,255,.62); }\n.cataci-case-study .cc-fact-label { font-size: 11px; }\n.cataci-case-study .cc-eyebrow { font-size: 12px; }\n.cataci-case-study .cc-section-heading-label { font-size: 12px; color: #666; }\n.cataci-case-study .cc-detail { font-size: 11px; color: #666; }\n.cataci-case-study .cc-fact-result .cc-fact-label { color: var(--cc-accent); }\n@media (min-width: 901px) {\n  .cataci-case-study .cc-facts-grid { grid-template-columns: repeat(5, minmax(0, 1fr)); }\n}\n@media (max-width: 900px) and (min-width: 541px) {\n  .cataci-case-study .cc-fact-result { grid-column: 1 \/ -1; padding-left: 0 !important; }\n}\n.cataci-case-study .cc-outcome { max-width: 520px; margin: 22px 0 0; padding-left: 16px; border-left: 2px solid var(--cc-accent); color: #171717; font-size: 16px; font-weight: 600; line-height: 1.6; }\n<\/style>\n\n<div class=\"cataci-case-study\">\n  <section class=\"cc-hero\">\n    <div class=\"cc-hero-media\">\n      <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/final-764.jpg\" alt=\"Visuel final de la campagne manga r\u00e9alis\u00e9 par CATACI\">\n    <\/div>\n   <div class=\"cc-container cc-hero-inner\">\n  <div class=\"cc-kicker\">\u00c9tude de cas CATACI \u00b7 Publicit\u00e9 manga<\/div>\n      <h1>Du brief<br>au visuel final.<\/h1>\n      <p class=\"cc-hero-lead\">Les coulisses d\u2019un visuel publicitaire manga con\u00e7u par CATACI\u202f: de la recherche du personnage et de la narration aux retours du client, jusqu\u2019au visuel final de la campagne.<\/p>\n    <\/div>\n  <\/section>\n  <section class=\"cc-facts\">\n    <div class=\"cc-container cc-facts-grid\">\n      <div class=\"cc-fact\">\n        <div class=\"cc-fact-label\">Client<\/div>\n        <div class=\"cc-fact-value\">Knorr<\/div>\n      <\/div>\n      <div class=\"cc-fact\">\n        <div class=\"cc-fact-label\">March\u00e9s<\/div>\n        <div class=\"cc-fact-value\">Autriche 2023 \u2192 Allemagne 2024<\/div>\n      <\/div>\n      <div class=\"cc-fact\">\n        <div class=\"cc-fact-label\">P\u00e9rim\u00e8tre<\/div>\n        <div class=\"cc-fact-value\">Visuel cl\u00e9 + manga court<\/div>\n      <\/div>\n      <div class=\"cc-fact\">\n        <div class=\"cc-fact-label\">R\u00f4le de CATACI<\/div>\n        <div class=\"cc-fact-value\">D\u00e9veloppement cr\u00e9atif + illustration<\/div>\n      <\/div>\n      <div class=\"cc-fact cc-fact-result\">\n        <div class=\"cc-fact-label\">R\u00e9sultat<\/div>\n        <div class=\"cc-fact-value\">Reconduite une 2e ann\u00e9e + \u00e9tendue \u00e0 l\u2019Allemagne<\/div>\n      <\/div>\n    <\/div>\n  <\/section>\n  <section class=\"cc-intro\">\n    <div class=\"cc-container cc-intro-grid\">\n      <div>\n        <span class=\"cc-eyebrow\">Le projet<\/span>\n        <div class=\"cc-client-mark\">\n          <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/knorr-correct2.jpg\" alt=\"Knorr\" loading=\"lazy\">\n        <\/div>\n      <\/div>\n      <div>\n        <h2>Un manga con\u00e7u pour une marque, pas simplement plac\u00e9 \u00e0 c\u00f4t\u00e9.<\/h2>\n        <p class=\"cc-intro-copy\">La campagne demandait un personnage sympathique, lisible au premier coup d\u2019\u0153il, et une courte histoire manga construite autour d\u2019un moment simple de trois minutes. En travaillant les options de personnage, les temps forts du r\u00e9cit et les retours du client, CATACI a affin\u00e9 la direction visuelle jusqu\u2019\u00e0 une image finale pr\u00eate pour la campagne, \u00e0 l\u2019atmosph\u00e8re r\u00e9solument japonaise.<\/p>\n      <\/div>\n    <\/div>\n  <\/section>\n  <section class=\"cc-process\">\n    <div class=\"cc-container\">\n      <div class=\"cc-section-heading\">\n        <div class=\"cc-section-heading-label\">Processus cr\u00e9atif<\/div>\n        <h2>D\u00e9velopper l\u2019id\u00e9e en quatre \u00e9tapes cl\u00e9s.<\/h2>\n      <\/div>\n      <article class=\"cc-step\">\n        <div class=\"cc-step-media\">\n          <div class=\"cc-image-frame\">\n            <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/smile-patterns-764.jpg\" alt=\"Variantes de sourire du personnage \u00e9tudi\u00e9es pour la campagne manga\" loading=\"lazy\">\n          <\/div>\n        <\/div>\n        <div class=\"cc-step-copy\">\n          <div class=\"cc-step-number\">01 \/ 04<\/div>\n          <h3>Choisir le bon sourire<\/h3>\n          <p>Le client souhaitait un personnage principal sympathique. CATACI a propos\u00e9 trois options d\u2019expression, afin d\u2019\u00e9valuer sa personnalit\u00e9 avant d\u2019aller plus loin dans la production. La version aux yeux ouverts a \u00e9t\u00e9 retenue pour sa clart\u00e9, sa chaleur et sa force de communication imm\u00e9diate.<\/p>\n          <span class=\"cc-detail\">Direction du personnage<\/span>\n        <\/div>\n      <\/article>\n      <article class=\"cc-step cc-reverse\">\n        <div class=\"cc-step-media\">\n          <div class=\"cc-image-frame\">\n            <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/short-manga-268.jpg\" alt=\"Storyboard et s\u00e9quence de manga court\" loading=\"lazy\">\n          <\/div>\n        <\/div>\n        <div class=\"cc-step-copy\">\n          <div class=\"cc-step-number\">02 \/ 04<\/div>\n          <h3>L\u2019histoire d\u2019abord\u202f: un moment de trois minutes<\/h3>\n          <p>\u00c0 partir du storyboard de l\u2019agence, nous avons d\u00e9velopp\u00e9 une courte s\u00e9quence manga autour d\u2019un \u00e9tudiant de 22 ans qui rentre chez lui affam\u00e9 apr\u00e8s une longue journ\u00e9e. Il se souvient de la soupe de nouilles instantan\u00e9e, attend trois minutes, et ce moment du quotidien se conclut par une simple expression de plaisir.<\/p>\n          <span class=\"cc-detail\">Narration manga<\/span>\n        <\/div>\n      <\/article>\n      <article class=\"cc-step\">\n        <div class=\"cc-step-media\">\n          <div class=\"cc-image-frame\">\n            <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/ramen-eating-764.jpg\" alt=\"Personnage r\u00e9vis\u00e9 et d\u00e9cor japonais de la campagne manga\" loading=\"lazy\">\n          <\/div>\n        <\/div>\n        <div class=\"cc-step-copy\">\n          <div class=\"cc-step-number\">03 \/ 04<\/div>\n          <h3>Affiner le personnage et le d\u00e9cor<\/h3>\n          <p>Les retours du client demandaient un protagoniste un peu plus \u00e2g\u00e9, une chemise blanche impeccable \u00e0 la place du sweat \u00e0 capuche d\u2019origine, et une expression plus mesur\u00e9e pendant qu\u2019il mange. Le d\u00e9cor a aussi \u00e9t\u00e9 enrichi de r\u00e9f\u00e9rences japonaises discr\u00e8tes\u202f: le mont Fuji, un sanctuaire et des cerisiers en fleurs.<\/p>\n          <span class=\"cc-detail\">Direction artistique + r\u00e9visions<\/span>\n        <\/div>\n      <\/article>\n      <article class=\"cc-step cc-reverse\">\n        <div class=\"cc-step-media\">\n          <div class=\"cc-image-frame\">\n            <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/final-764.jpg\" alt=\"Visuel cl\u00e9 final de la publicit\u00e9 manga\" loading=\"lazy\">\n          <\/div>\n        <\/div>\n        <div class=\"cc-step-copy\">\n          <div class=\"cc-step-number\">04 \/ 04<\/div>\n          <h3>Le visuel final de la campagne<\/h3>\n          <p>Le visuel final r\u00e9unit les choix valid\u00e9s\u202f: un personnage principal confiant et accessible, une tenue plus soign\u00e9e, une expression affin\u00e9e et des motifs japonais soigneusement dos\u00e9s. Le r\u00e9sultat a \u00e9t\u00e9 livr\u00e9 sous la forme d\u2019un visuel cl\u00e9 abouti, pr\u00eat pour le d\u00e9ploiement de la campagne.<\/p>\n          <p class=\"cc-outcome\">Lanc\u00e9e en Autriche en 2023, la campagne a \u00e9t\u00e9 reconduite en 2024 et \u00e9tendue \u00e0 l\u2019Allemagne.<\/p>\n          <span class=\"cc-detail\">Visuel final + livraison de la campagne<\/span>\n        <\/div>\n      <\/article>\n    <\/div>\n  <\/section>\n  <section class=\"cc-application\">\n    <div class=\"cc-container\">\n      <div class=\"cc-application-head\">\n        <div>\n          <span class=\"cc-eyebrow\">En situation<\/span>\n          <h2>De l\u2019illustration \u00e0 la campagne.<\/h2>\n        <\/div>\n        <p>La publicit\u00e9 manga est la plus efficace lorsque le personnage, la narration et la communication de la marque sont d\u00e9velopp\u00e9s comme un seul syst\u00e8me visuel, et non comme des \u00e9l\u00e9ments s\u00e9par\u00e9s.<\/p>\n      <\/div>\n      <div class=\"cc-gallery\">\n        <div class=\"cc-gallery-item cc-gallery-large\">\n          <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/knorr01-1024x527.jpg\" alt=\"D\u00e9clinaison de la campagne publicitaire manga Knorr\" loading=\"lazy\">\n        <\/div>\n        <div class=\"cc-gallery-item\">\n          <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/IMG_9400-768x1024.jpg\" alt=\"La campagne manga Knorr en situation\" loading=\"lazy\">\n        <\/div>\n        <div class=\"cc-gallery-item\">\n          <img decoding=\"async\" src=\"https:\/\/cataci.com\/en\/wp-content\/uploads\/2024\/09\/IMG_9399-768x1024.jpg\" alt=\"Pr\u00e9sentation de la campagne manga Knorr\" loading=\"lazy\">\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/section>\n  <section class=\"cc-capabilities\">\n    <div class=\"cc-container\">\n      <div class=\"cc-capabilities-top\">\n        <span class=\"cc-eyebrow\">L\u2019approche CATACI<\/span>\n        <h2>La narration visuelle japonaise au service des marques internationales.<\/h2>\n        <p class=\"cc-capabilities-intro\">CATACI associe production manga et direction de cr\u00e9ation pour aider agences et marques \u00e0 traduire leurs objectifs de campagne en personnages, en r\u00e9cits et en visuels finalis\u00e9s.<\/p>\n      <\/div>\n      <div class=\"cc-cap-grid\">\n        <div class=\"cc-cap\">\n          <span class=\"cc-cap-index\">01<\/span>\n          <h3>Direction du personnage<\/h3>\n          <p>Explorer les expressions, la personnalit\u00e9 et les choix visuels avant de lancer la production finale.<\/p>\n        <\/div>\n        <div class=\"cc-cap\">\n          <span class=\"cc-cap-index\">02<\/span>\n          <h3>L\u2019histoire d\u2019abord<\/h3>\n          <p>Transformer les id\u00e9es de campagne en r\u00e9cits manga courts et lisibles, con\u00e7us autour de l\u2019objectif de communication.<\/p>\n        <\/div>\n        <div class=\"cc-cap\">\n          <span class=\"cc-cap-index\">03<\/span>\n          <h3>Production internationale<\/h3>\n          <p>Une expertise manga japonaise coordonn\u00e9e pour les agences, \u00e9diteurs, marques et organisations du monde entier.<\/p>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/section>\n  <section class=\"cc-cta\">\n    <div class=\"cc-container cc-cta-inner\">\n      <div>\n        <span class=\"cc-cta-small\">Lancer un projet<\/span>\n        <h2>Une histoire que votre public doit retenir\u202f?<\/h2>\n      <\/div>\n      <div class=\"cc-cta-action\">\n        <a class=\"cc-button\" href=\"https:\/\/cataci.com\/fr\/contact\/\">\n          Parlons de votre projet\n          <span>\u2197\ufe0e<\/span>\n        <\/a>\n      <\/div>\n    <\/div>\n  <\/section>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00c9tude de cas CATACI \u00b7 Publicit\u00e9 manga Du briefau visuel final. Les coulisses d\u2019un visuel publicitaire manga con\u00e7u par CATACI\u202f: de la recherche du personnage et de la narration aux retours du client, jusqu\u2019au visuel final de la campagne. Client Knorr March\u00e9s Autriche 2023 \u2192 Allemagne 2024 P\u00e9rim\u00e8tre Visuel cl\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-1244","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les coulisses d\u2019une publicit\u00e9 manga | CATACI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cataci.com\/fr\/la-creation-de-la-publicite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les coulisses d\u2019une publicit\u00e9 manga | CATACI\" \/>\n<meta property=\"og:description\" content=\"\u00c9tude de cas CATACI \u00b7 Publicit\u00e9 manga Du briefau visuel final. 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