On My Radar: Mr. Francois
Director Mr. Francois, repped in the US by Slash, talks AI promptography, the poetic nature of sports, and the life-affirming qualities of potatoes, as he reveals what's on his radar.
What’s the most creative advertising idea you’ve seen recently?
I was particularly impressed by the Up In Smoke film for WWF. The piece, produced by NOMINT and brilliantly directed by Yannis Konstantinidis, is a masterpiece of animation. But what really struck me was the idea itself. It takes a complex, often overwhelming issue like climate change and makes it visceral and immediate. The imagery and storytelling really hit you on an emotional level. It’s rare to see such a perfect balance of craft and concept. It doesn’t just inform or advocate, it stays with you, makes you feel something and, hopefully, inspires action.
Credits
powered by- Agency Client Direct
- Production Company NOMINT
- Director Yannis Konstantinidis
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Credits
powered by- Agency Client Direct
- Production Company NOMINT
- Director Yannis Konstantinidis
- Creative Director Christos Lefakis
- Sound Design/Mix Twelve
- Color Grading Black Kite Studios
- Creative Direction Yannis Konstantinidis
- Colorist George Kyriacou
Credits
powered by- Agency Client Direct
- Production Company NOMINT
- Director Yannis Konstantinidis
- Creative Director Christos Lefakis
- Sound Design/Mix Twelve
- Color Grading Black Kite Studios
- Creative Direction Yannis Konstantinidis
- Colorist George Kyriacou
What website(s) do you use most regularly?
Lately, I’m glued to MidJourney and Runway. I recently published Secret Cars, a promptography book exploring alternate realities in car design, and even made a music video entirely using AI for artist Benjamin Schoos. These tools give me a sandbox to stretch my creativity between film shoots. Who needs sleep when you have prompts to write? And honestly, I think the collision of traditional filmmaking and AI creativity is where the magic is headed. Watch this space... I’m already plotting my next hybrid project.
What’s the most recent piece of tech that you’ve bought?
A MacBook Air. It’s a beauty, but what sold me is its weight, or lack thereof. I walk a lot in the city, and lugging heavy tech kills the vibe. Now I can stroll, dream, and work without feeling like I’m in boot camp.
What product could you not live without?
Potatoes. (Don’t laugh. They’re versatile, humble and eternal.) But if we’re talking tech, it’s my iPhone. It’s my camera, my scriptwriter, my therapist, my bank, my GPS, my weather guru, my gym coach, my Gameboy and, oh yeah, my phone. If it could make fries, I’d propose to it.
What’s the best film you’ve seen over the last year?
Alex Garland’s Civil War blew me away. Kirsten Dunst and the cast are phenomenal. Imagining an American civil war used to feel like sci-fi, but now it hits way too close to home. The film is hypnotic, and the music — shoutout to Silver Apples by Lovefingers — is hauntingly perfect.
What film do you think everyone should have seen?
2001: A Space Odyssey. I saw it as a kid in a cinema, and the visuals blew my tiny brain. For anyone in the creative field, it’s a masterpiece of aesthetics. Every frame is a work of art. The bold use of light, symmetry, and colour makes it feel like you’re floating through a surrealist painting. Plus, HAL is basically the blueprint for every brand voice on social media; charming, a little creepy and always watching.
What’s your preferred social media platform?
Instagram. I run five accounts — not because I’m a maniac but because I have so many projects and love keeping them organised. I enjoy the connection it fosters with others, whether they’re fellow creators or people who simply enjoy my work. It’s one of the few platforms where a single post can spark a real conversation. It’s also one of my go-to’s for inspiration — scrolling through art, photography and even random memes is a surprisingly great way to keep the creative juices flowing.
Of course, not everything on Instagram is rainbows and unicorns. Sometimes, on my AI projects, I get a fair share of negative comments or insults, and rather than just letting them slide, I like to engage with them. I’m not out here trying to change the world, but I do enjoy trying to make people see the funny side of things. It’s funny how quick people are to leave a negative comment but never bother when they actually like something. Without acting like I’m above it all, I like to remind them that spreading a little positivity is way more fun than just being a keyboard warrior. And it works. Check my main page here.
What’s your favourite podcast?
I love sports podcasts. There’s something so poetic about the highs and lows of sports. The drama, the unexpected victories, the heartbreaks. It’s like a beautifully unscripted ad campaign: pure emotion, unfiltered storytelling, and human resilience at its best. One moment, you’re cheering for an underdog, the next, you’re moved by an athlete’s sheer determination. These raw moments are so inspiring.
What show/exhibition has most inspired you recently?
The Arte Povera exhibit at Paris’s Bourse de Commerce. It was a reminder that limitations can fuel creativity. The movement’s focus on using humble, everyday materials resonated deeply with me as a filmmaker in advertising. In ads, we often work with constraints — tight budgets, crazy deadlines or client demands. Arte Povera shows that simplicity and resourcefulness can create something raw, beautiful, and impactful.
If you could only listen to one music artist from now on, who would it be?
Serge Gainsbourg, no hesitation. His music spans decades, and he always managed to stay contemporary by collaborating with new musicians and experimenting with different styles. He was poetic, provocative and deeply human. He is my hero. Listening to Gainsbourg feels like traveling through time — from smoky jazz clubs to bold electro beats. He had humour, wit and an endless curiosity that kept his music fresh. If I were stranded on a desert island, his songs would remind me of the beauty—and absurdity—of life.
If there was one thing you could change about the advertising industry, what would it be?
The obsession with trends. It drives me crazy how one good idea gets copied to death until it’s completely lifeless. Take transition-heavy films, for example; what started as a fresh, exciting style now makes everything look the same. I’d love to see more risk-taking and individuality. Let’s celebrate the weird, the bold and the unexpected instead of chasing the same tired aesthetic.
Who or what has most influenced your career?
Myself (I know that sounds egotistical, but hear me out). The biggest influence has been trusting my instincts and chasing what excites me. It’s not just about believing in your abilities — those will develop over time — it’s about believing in your vision and the drive to make it real.
Tell us one thing about yourself that most people won’t know.
I have a lifelong grudge against tomatoes. They’re like little orbs of betrayal, pretending to be juicy and delicious but hitting you with that weird, slimy texture. Every time I try to like them, I end up questioning all my life choices.