Evoking the call of the living world to inspire a passion for agronomy.

How do you inspire students to choose a program when its career paths are as vast as they are misunderstood? To promote its Agronomic Engineering program in Lyon, ISARA tasked us with creating a film that speaks to high schoolers in a way that breaks from the standard tropes of higher education. We crafted a contemporary ode to the living world, driven by slam poetry, to transform a program presentation into a powerful brand statement.

ISARA

2026

Release year

Broadcast channels

background

Following our initial collaboration on the Bachelor of Science and Engineering in Avignon, ISARA entrusted us with promoting its Agronomic Engineering program in Lyon. In a climate of declining applications, we needed to stand out to high school students while modernizing their perception of careers in agriculture, food, and the environment.

Objectives

Boost the program's appeal and help undecided high schoolers envision themselves on this path. The challenge: create an emotional connection without resorting to institutional jargon, while concretely showcasing the diversity of experiences and the more than 300 accessible career paths.

The idea.

Transforming a program presentation into a call to join the living world.

Rather than listing the school’s merits, we imagined An Ode to the Living, a film driven by an original slam poem written for ISARA. The voice serves as the backbone of the narrative, guiding a progressive journey through science, fieldwork, agriculture, food, research, and the environment. Every surge in the text is met with a concrete reality, allowing the richness of this path to be felt without ever losing substance.

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Results.

I want that too!

The return Without detours

The genesis.

Careers in the living world have never been more directly connected to the major challenges of our time. Yet, for high school students, agronomy remains difficult to grasp and is sometimes confined to a narrow perspective. The problem wasn't just explaining what the program is; it was about giving it a place in the imagination of those still searching for their path.

We chose to embrace this hesitation rather than fight it. The text speaks directly to a generation with "all their dreams in disarray," without pretending to dictate their future. ISARA is presented not as a predetermined destination, but as a space to explore, experiment, and build one's own trajectory. It turns the student's uncertainty into the starting point of the story, rather than an obstacle.

Solutions.

Slam poetry allowed us to immediately break away from traditional school film tropes. Written specifically for ISARA, it bridges the gap between the audience's aspirations and very concrete realities: moving from the lab to the field, from research to agriculture, from data to experimentation. The narration doesn't just comment on the visuals; it drives the rhythm and gives the film its emotional progression.

This writing is paired with a deliberately organic visual direction: natural light, raw textures, close-up shots of actions, and filming primarily outdoors. The main film establishes the program's universe and manifesto, while four 30-second clips extend the message across social media. It is a single concept, designed from the start to work in both long-form and short-form content.