Creativity 50 2011: Yoann Lemoine

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Yoann Lemoine
Yoann Lemoine

Yoann Lemoine is a director, repped out of HSI Films, and also happens to be a photographer, sculptor and painter. He's about to release his very first EP, under the name Woodkid. After helping his parents create layouts for ads at the young age of 16, Mr. Lemoine quickly immersed himself in different forms of media -- advertising was simply not enough to keep his interest. "I want to do something different ... to stand out," he said.

Which is what he did when he created "Aides Graffiti," an anti-AIDS PSA for TBWA Paris, which earned a dozen industry awards in 2010, including two gold and two bronze lions at Cannes Lions. The provocative animated film depicts a graffiti "member" trying to gain the attention of numerous hoohoos, only to fail until a condom is drawn on him. "It was a lot of fun to do," he said. "I took it on as a challenge and an adventure."

His latest project, a music video for "Iron," and the first single off his own EP, is "the most personal and important project I've ever worked on," he said. The clip is a complete 180 from the AIDS spot. Rife with lush black and white photography, it depicts a variety of warriors rushing into battle, playing up themes of conflict and the loss of innocence.

As for his latest efforts, Mr. Lemoine plans to finish his album by the end of this year, work on a commercial project over this summer, and begin shooting a live action feature film in 2013. When asked what drives him, Mr. Lemoine said, "I love hearing you're not going to make it, you're crazy or it's never been done before."

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