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Marcel's Gaëtan and Youri on Transcending the Impossible
And that 'WoMen' football campaign for Orange
Gaëtan and Youri are co-CEOs and co-CCOs at Marcel, a creative agency within Publicis Groupe, and have been collaborating for 20 years.
We spent two minutes with Gaëtan and Youri to learn more about their backgrounds, their creative inspirations and recent work they’ve admired.
Gaëtan and Youri, tell us …
Where you grew up, and where you live now.
Gaëtan: Paris, Born and raised.
Youri: Suburb of Paris. East side.
How you first realized you were creative.
Gaëtan and Youri: We are still not sure. All creatives have imposter syndrome.
A person you idolized creatively early on.
Gaëtan and Youri: Our mentor: Anne de Maupeou.
A moment from high school or college that changed your life.
Gaëtan: I started by studying economy. That was not for me.
Youri: I started by studying law. That was not for me.
A visual artist or band/musician you admire.
Gaëtan: Music is what I prefer in life. Too many geniuses to pick just one. I’m French, so I will say Serge Gainsbourg.
Youri: Midjourney
A book, movie, TV show or podcast you recently found inspiring.
Gaëtan and Youri: The movie Everything, Everywhere All at Once
One of your favorite creative projects you’ve ever worked on.
Gaëtan and Youri: “The Inglorious Fruits & Vegetables” for Intermarché.
Our favorite as creative directors: “Hack Market” for Back Market.
A recent project you’re proud of.
Our “WoMen’s Football” work for Orange:
Someone else’s work that inspired you years ago.
Gaëtan: The Independent – “Litany”
Youri: Tide – “t’s a Tide Ad”
Someone else’s work you admired lately.
Gaëtan and Youri: “Womb Stories” – Bodyform and Apple – “Action Mode / Running”
Your main strength as a creative person.
Gaëtan and Youri: Our philosophy is “They didn’t know it was impossible, so they did it.”
Your biggest weakness.
Gaëtan and Youri: Youri without Gaëtan or Gaëtan without Youri.
A mentor who helped you navigate the industry.
Gaëtan and Youri: Anne de Maupeou. A genuine genius. She has retired without telling anybody. We understand. If she made an announcement, she would have rent a stadium for the retirement drinks.
How you’re paying it forward with the next generation of creatives.
Gaëtan and Youri: We are Anne’s legacy. She did so much for Marcel and for French creativity. We try to pass on all the good things we learned to the new generation and to improve what was less good—because nobody is perfect.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
