…is almost finished. To complete its transformation, la Pac will shortly leave its headquarters at Rue Monceau, where it has been for nearly 22 years, for a new location.

La Pac’s showcase currently holds 65 Lions, 1 Palme D’Or and France’s only Grand Prix.

It has worked with Ridley Scott, Jean-Paul Goude, Oliveiro Toscani, David Lynch, Bettina Rheims, David Bailey, Patrice Leconte, Jerry Schatzberg and Richard Avedon.

Production, though, isn’t a “who we were” industry. La Pac is enormously proud of its heritage, but it has also reinvented itself to conquer the future. That began in October when Jerome Denis, ex-producer and partner at the very creative production company, Wanda, took the helm.

Denis has produced more than 150 video clips for artists like Madonna, Booba, Mariah Carey and Charlotte Gainsbourg. Collaborated with directors like Noam Murro, Steve Rogers, Paul Hunter, Sebastian Strasser, The Glue Society, Seb Edwards and James Rouse. Won more than 30 awards at major festivals. And knows that excellence is only half of the requirement. Forward thinking ideas matter too.

And so La Pac has become three companies:

• La Pac, the creative production company of exclusive directors
• Very-content, the content production company whose assets are content strategy and agility in a digital market led increasingly by mobile.
• Conversation-Paris, the studio for narrative photography led by Carmela Guarigossian (ex Fred et Farid, BETC, JWT).

Denis has also replaced the traditional production company model with a “house of artists,” in which the primary objective is for each participant to bring artistic value.

“La Pac will always be a space of freedom for talented people of all kinds, where they will have the time to express themselves and share their passion for visual material, and on a wider scale, pop culture,” he explained.

His goal is to create projects in which clients and artists see themselves as collaborators, “Above anything else, it’s about choosing quality collaborators who share our values and who can work with us in the long term. We want to set aside time for discussion, artistic ambition and personal projects. Looking ahead is at the base of a producer’s work ethic.” Co-working is the key word.

The reimagined La Pac is off to a good start with more more than ten productions in progress: Steve Rogers for Orange, Nathalie Canguilhem for Y-3 et YSL; Samuel Benchetrit for Deezer; David Wilson for SSVP; Noé for Garnier, Interflora and a a project with Louane; a co-production with Ian Pons Jewell in Germany, Kathryn Ferguson for Air France, André Chocron for Croix Rouge, Vladimir & Martin for Givenchy and films for Ubisoft in pre-production.