Carrefour: a 50-Year story
To mark 50 years of its own-brand products, Carrefour launched a campaign shaped by memory, routine and the quiet rhythms of everyday life.
Directed by Antoine de Bary and produced by Iconoclast, the film follows three siblings across different stages of life. The story unfolds through fragments rather than a fixed narrative, shared meals, small gestures and familiar spaces that build a sense of continuity over time.
Filmed in Mallorca, the production brought together multiple locations to create what appears as a single family home. Each space was chosen for its texture, light and sense of history, allowing the film to move across decades while maintaining a consistent visual language. Interiors and exteriors were carefully paired so transitions feel natural, with the environment evolving subtly rather than shifting dramatically.
Casting played a key role in carrying the story across time. Adult roles were cast in France, while local casting in Mallorca and Barcelona focused on younger counterparts, with close attention paid to continuity between ages. The aim was to create a believable progression without over-directing performance.
Time is expressed through detail. Changes in styling, props and set dressing allow each era to emerge quietly, shaped by an A-list set designer working closely with our local Spanish art department team. The result is a world that feels lived in, where time passes through accumulation rather than obvious markers.
The shoot brought together a large cast, multiple locations and a narrative spanning decades within a condensed schedule. With much of the work taking place over a holiday period, the production needed to balance careful planning with the flexibility to respond to the realities of filming.
Our executive producer, Stephanie Marrou, said, “There was something truly special about working on this piece. It never felt like just another project, it felt like building a short film together, where every detail mattered. We all came together to carefully shape something authentic and true to Antoine’s vision, and the strength of the story inspired each of us to show up with our very best.”
Line Producer Cat Isakson says, “The challenge was in recreating each era with subtlety, allowing the details to do the work rather than drawing attention to them.”
The result is a film that feels continuous and grounded, where the story is carried through familiar spaces and shared moments, rather than overt storytelling.