Soprano’s Marseille

Celebrity-led
brand campaign

France · 2025

GetYourGuide handed Marseille to the person who knows it best. Soprano guides us through his city in 11 stops, on film and on the streets themselves. I art directed the brand across all of it.

Agency

Havas Paris.
Film produced by Incendie Films, directed by Karim Ansel

Market

France: On air from Jul. ‘25
Shot in Marseille, France, Apr. ‘25

Deliverables

60″ hero film, 20″ and 10″ cutdowns, radio, QR-code city trail, press stills

Channels

TV (linear and connected), cinema, YouTube and social, radio, PR, out-of-home

My role

Senior Art Director. I was GetYourGuide’s creative eye from first brief to final export, working with Havas Paris, the Incendie Films crew and our own Motion Lead.

Pre-production: Aligned with Havas on the creative and on how one film would break into cutdowns for every channel. Built the brand layer with our Motion Lead: logo splash, location tags, end cards, supers and sound logo. This kept a celebrity-led film recognisably GetYourGuide.
Education: Art directed how every spot introduces the product. The brand lands in the first seconds, and a phone screen shows what GetYourGuide actually does. The film inspires. The end card teaches.
On set: On-set Art Director in Marseille, working with Soprano and the crew to get on-brand film, stills and social content from the same shoot.
Post-production: Gave feedback on cuts and grades for brand fit. Owned the look of social, shaped by Meta and TikTok insights. Approved the final exports per channel.
Beyond the screen: Art directed the in-house studio’s supporting assets: QR code stickers, press postcards, the journalist invitation and static ad formats.

The film carries the story. The system around it makes sure it works on every screen.

The Film

Soprano walks his Marseille and talks to us in French. Directed by Karim Ansel for Havas Paris.

Cutdown versions

20″ short-form: Made for TV and online video. The fast version of the guided walk.

10″ verticals: Several videos made with social-first approach. Published on TikTok and Instagram.

The brief

Build GetYourGuide’s presence in France. Win awareness first, then consideration, and explain what the product is along the way.

Two things made that hard. Nobody falls in love with a booking platform. And Marseille is a city whose reputation arrives before it does, even with more than five million visitors a year.

A brand film wasn’t going to fix either. A local could.

The idea

Let the local do the guiding.

The best of Marseille is food, culture, family spots and hidden corners, and you only get that from someone who grew up there. So we didn’t make a destination film. We gave the city to Soprano, the Marseille rapper everyone knows: vibrant, sincere, many-sided, just like the city. His line sums up the brand’s role: “Suivez-moi, je vous guide” (“Follow me, I’ll guide you”). It’s one of a series of GetYourGuide campaigns that put a local voice in front of a destination.

The timing helped. The campaign launched the same summer Soprano played a tour guide in his first lead film role, Marius et les Gardiens de la Cité Phocéenne.

The film is the invitation. The 11 stops are the product: real places, told in his words, and bookable on GetYourGuide.

Campaign stills

The real Marseille

Each stop came with Soprano’s own words, tied to a memory from his life. Six of the eleven are shown here.

Disembark at Vieux-Port

Soprano: “The Old Port is where so many stories begin. … This is where I took my first steps. … In 2024, I got to perform in that very same spot in front of 230,000 people during the Olympic Torch Relay.”

Escape to Vallon des Auffes

Soprano: “It’s almost romantic, I’d say. You can grab some panisses at Fonfon, a pizza at Jeannot, and finish off with an ice cream while gazing at the arched ceilings. … I shot scenes there for my film Marius et les Gardiens de la Cité Phocéenne and several music videos.”

Quotes from Soprano’s route on getyourguide.fr. Full text of all 11 stops is on the Explorer page.

Aperitif at Cours Julien

Soprano: “That’s where street art took root in Marseille. And personally, that’s where it all started for me. I played my very first concert at Café Julien.”

Get some fresh air at Pastré Park

Soprano: “A real little slice of paradise that only some people in Marseille know about. I often go there with my kids. A little walk, some peace and quiet… it helps me refocus. It’s green, it’s beautiful. That’s Marseille, too.”

Street art in Le Panier

Soprano: “Look up: colorful facades, old shutters, and terraces on every street corner. … This is where the Fonky Family was born. It’s a real source of inspiration for me.”

Relax at Bonne Brise Beach

Soprano: “It’s also called ‘Surfers’ Beach.’ It’s retained its wild, untamed feel and its little beach huts. … There’s a house perched above the beach where I shot part of my music video, ‘Mon Everest.’ Don’t say I gave you the address, okay?”

One system, every screen

One film, in 16:9, 9:16 and 4:5. Every placement had its own spec and its own job: inspirational spots built awareness, action-led formats drove consideration. I set the rules once so the work held together.

The brand sits lightly in the frame
A logo splash up front, location tags along the way and a sound logo at the end. The film keeps the screen in between. The sound logo’s melody sits in the music mix and never runs over Soprano’s voice.

Product in the first seconds, phone to explain it
The educational end card introduces GetYourGuide and shows the product on a phone screen. Viewers who’ve never booked an activity understand the offer before the spot ends.

Sound-off first
Social cutdowns carried captions styled like the product: a white box with rounded corners like the activity cards in the app, GetYourGuide blue text, placed clear of the CTA. The story reads without audio.

The right ending for the right platform
The educational end card with CTA ran on TV, YouTube and cinema. The longform got a “GetYourGuide presents” intro, a title card, “Le Marseille de Soprano”, and a red end card. Stories and Feed got clean versions with no CTA, so the platform’s own button does the job. Even the logo moved: on TV the URL sits bottom right and the logo stays out of the corner, while on YouTube it’s the other way round.

Same film. A different rulebook for every channel.

Behind the scenes

On set in Marseille, April 2025. About a hundred people, and a whole city for a set. I was there to monitor, frame and give direction for video and stills.

Credits

All campaign work shown was created for GetYourGuide and is © GetYourGuide. Shown here as a record of my role. Rights holders: if you’d like anything changed or removed, please email theo@theoklingenberg.com and I’ll act promptly.

Creative Director
Giacomo Nuti

Senior Art Director
Theo Klingenberg

Senior Program Manager
Krete Pesky

Copywriter
Margot Noel

Market Lead - France
Lucas Glowinski

Havas Paris Social: Ludovic Chevalier (Director), Anthony Bober (Creative Director), Karim Guidjou (Associate Creative Director), Alexandre Bieuron (Art Director), Dimitri Sorkine (Copywriter), Imane Arfi (360 Project Manager), Fabienne Méric-Rougier (Production Director, Havas Paris)

POP / Prose on Pixels: Hind Assabi (Senior Producer), Marine Legoff

Production company: Incendie Films. Antoine Olla (Executive Producer), Marie Brillant, Jade Coutellier, Joseph Perrette

Director: Karim Ansel
Director of Photography: Julien Artaud
Editor: Benjamin Bruel
Colour grade: Salman Laudier
Collage FX: Hugo Ramirez
Sound: Alexis Venot
Production design: Thibaut Caesar (Chef Déco)

Further reading