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Brand
Content

Branded content agency in Lyon

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Stories people choose to follow.

Aerial view of the Circuit Paul Ricard and its blue kerbs, taken from the title sequence of Track Limit by GTDRIVE

The PE
way.

Your brand can offer a point of view, reveal expertise or entertain. Picture Element finds the story and format that fit. A series, documentary, show or recurring video format: we develop the editorial strategy, concept and writing to give people a reason to spend time with it.

Find the substance of the story

We look for what your brand can speak about with authority: a craft, an experience, people, a commitment or a way to use a product. The subject needs to connect your objective with the audience’s interest. That is where the programme finds its purpose.

Write a format that can keep going

A programme is recognised by its point of view and its rules. We build the angle, progression, contributors’ roles and the brand’s place within it. Then we test the writing against the platform, running time and production conditions. A series also needs to renew its appeal from one episode to the next.

Plan how the audience will find it

The launch, extracts and extensions are planned alongside the programme. We define their roles in bringing people to the content and developing the subject further. When PEP’S is involved, audiovisual production supports that editorial ambition; contributions are specified for each project.

GT Drive: expertise becomes a show

Track Limit brings a racing driver, a guest and a car together at Circuit Paul Ricard. Each episode ends with a challenge connected to the guest’s world. The driving experience becomes an entertainment format designed to demonstrate GT Drive’s expertise.

View the case study

A red Ferrari F8 on the track, shot from the Track Limit opening credits

The Track Limit set in front of the GT Drive partners' wall, episode 3

Panasonic: the product sets the rules

The 422 Challenge asks creators to shoot a short film with the Lumix S5IIX. The concept makes the camera a tool for storytelling and competition. Picture Element leads the concept, PEP’S handles production and Share Bien brings influencer marketing expertise.

View the case study

The 422 Challenge team gathered outside the Château de Fontager

The six creators and the presenter in front of the castle facade

Content with a future

From editorial territory to the format bible

Your editorial territory defines the subjects your brand can credibly own. The angle gives each story a point of view. The format bible then sets out the audience promise, characters or contributors, sequences and rules that make the programme recognisable. A sequence outline helps shape the progression before filming: what people discover, when they discover it and who tells the story.

Our advice: plan the next episode before filming the pilot

For a branded series, find several subjects that can work within the same format. If everything depends on one guest or an unrepeatable situation, the format needs more work. The pilot tests the writing, casting and production rhythm. Plan footage review, excerpts and adaptations too: each short piece should carry an idea that makes sense to someone who has not watched the episode.

Read what people actually watch

On YouTube, the retention curve helps identify passages people leave or watch again. Compare it with the edit: introduction, explanation, sequence change or reveal. Compare videos of similar lengths and review average view duration alongside views. These observations can inform the next script; on their own, they do not establish a change in brand preference.

Your brand has a story to tell. Let’s find its format.

A subject, an ambition, access to a particular world: bring us the starting point. We will work on the reason to watch.

Let’s talk about your project

Useful questions before we begin

Is branded content only about entertainment?

It can entertain, share expertise or make an experience easier to understand. The format follows the subject, your objective and the audience’s expectations.

How is it different from a social media strategy?

Branded content develops a story or programme. Social media organises the brand’s presence and conversations on platforms. A programme can feed that presence, supported by an appropriate schedule and distribution formats.

Do we need to commit to a series from the start?

A film, pilot or first show may be the right starting point. We define what the initial format should help us learn before considering what comes next.