Case Study · Ogury · Nicolas Bidon
A confident piece to camera from Nicolas Bidon — timed with Ogury’s emerging AI-driven ad tech stack to send a clear trust signal to their global client base.
Ogury brand launch · Nicolas Bidon, Global CEO · directed by Andrew Davies · Up Studios, London
Ogury needed to make a clear statement about their rebrand, timed with the rollout of an emerging tech stack that would make ad placement more holistic and readable for clients. The message had to land as a trust signal — not a press release. Ad data was changing, Ogury were at the forefront of it, and their clients needed to hear that from someone they believed.
The challenge was finding the right register: confident enough to signal leadership, but not so polished that it felt managed. A CEO piece to camera, done well, sits between a keynote address and a conversation. Done badly, it reads as corporate noise.
Nicolas Bidon brings a track record that makes the confidence signal credible. As the architect of Xaxis and Plista within WPP, he understands programmatic advertising at a level that most of Ogury’s clients recognise. That tenure matters: when a CEO talks about the future of AI-driven ad data, the audience wants to know they’ve been in the room where those decisions were made.
The creative approach followed from this. Nicolas is calm and measured in the face of industry change — so the visual language needed to reflect that: the new Ogury brand, a stripped-back studio environment, and a performance that centred his authority rather than competing with it.
Primary audience: Ogury’s existing client base — marketers placing ads in front of global audiences with precision. Secondary audience: any brand-side or agency buyer evaluating Ogury against their competitors.
The film was also designed for use as a conference keynote opener — a position statement that ushers in a new era of AI-driven ad analysis rather than just announcing a logo change. That dual use shaped the scripting: the film needed to work as a direct watch and as a room-setting piece at scale.
We were working as a new team — Ogury, Nicolas, an external photographer and myself — with a morning to complete the shoot. Photos first, then a series of performances and runs through the script until we felt we had the core of the message properly captured.
That kind of compressed schedule rewards preparation. The briefing, the location scout, and the script lock all happened before we arrived on set, so the morning itself could be given entirely to performance and tweaks rather than logistics. Nicolas is a seasoned presenter, and having the autocue in place allowed us to make live adjustments to phrasing without losing the flow of a take.
Up Studios near Old Street is the right choice for a piece like this. The lighting options are flexible enough to frame the new brand without fighting it, and the sound-deadened room means you can run take after take without acoustic drift between performances. For a scripted piece to camera where the script is evolving live, that consistency is worth a lot.
Camera
Single camera, autocue — clean and direct. The framing reflected the new Ogury brand identity.
Performance
Nicolas Bidon is a natural on camera. Live script tweaks were made mid-shoot to improve phrasing and flow.
Location
Up Studios, Old Street — a sound-deadened room with flexible lighting, ideal for multiple takes on a compressed schedule.
Visual language
Stripped back. The new brand identity in the frame, centring confidence and leadership rather than production value.
Director
Andrew Davies
Talent
Nicolas Bidon
Client
Location
Up Studios, Old Street, London
Production company
Campaign Film Ltd
Email directly: hello@campaignfilm.com
Executive pieces to camera work when the speaker sounds like themselves, not a script. I plan the brief, the location and the run-order so that limited time with senior talent produces a performance that lands.
If you need a positioning film for a rebrand, a product launch or a conference keynote, tell me about it.