LOOKING FOR PRIDE

PEUGEOT

BRAND CONTENT DOCUMENTAIRY . 9 MINS

“Best European Director,” London Director Awards

A photographer goes back to the neighborhoods that have always fed him. Through his lens, the singular paths of his subjects reveal how their differences have become their greatest strength. That is where the essence of allure truly lives.

DOCUMENTARY SERIES, BRAND CONTENT

For Mr Fifou, Allure is pride. His art seeks to spotlight people beyond the mainstream. In this film produced for Peugeot in partnership with YellowKorner, his journey through the suburbs reveals how the backgrounds and differences of his subjects have become a strength they embrace. That is precisely where the quintessence of Allure lives. A film as honest as it is generous in its gaze, part of a global campaign that reached more than 38 million views.

Gallery

Mr. Fifou's Photography

Behind the Scenes

Le duo créatif

Director

Fabien Écochard

Fabien Ecochard is a Paris-based photographer and director working across documentary and commercial films. His work is driven by a deep curiosity for people and everyday life, always placing human stories at the heart of his images. Through an authentic and sensitive approach, he captures genuine moments and brings a strong sense of humanity to his work.

FOUNDER / CEO / PRODUCER

James Hagger

James Hagger is a producer and the founder of Troublemakers. He views production as a space for dialogue between storytelling, craftsmanship, and artistic integrity. Trained in London in the late 1990s as an assistant director, he worked alongside Nick Love, Kevin Reynolds, Christian Volckman, and Harmony Korine—experiences that have shaped his vision.