Maison Ferrand is introducing Citadelle Zero 0.0, its new non-alcoholic expression crafted from 19 botanicals, the very same ones that have defined Citadelle from the start. Distilled in water, carefully blended and slowly infused to draw out their full aromatic depth, the result carries the full integrity of the house’s craft, just without the alcohol. To bring this launch to life, Maison Ferrand turned to Paris-based studio TONEVO, with one question at the heart of the brief: how do you tell the story of a brand like Citadelle in just twenty seconds?
For this project, Tonevo worked on both the campaign commercial ad spot and the Key Visual.

The concept: a Split-Screen that tells the story of zero

The no/low alcohol movement has well and truly come of age. It is no longer the preserve of a niche, but a genuine shift in how people drink: a desire to find, in a non-alcoholic drink, the same depth and pleasure they would expect from anything else. That is the promise of Citadelle Zero, and it is what the film needed to get across.
The name itself offered the creative key. Citadelle Zero 0.0 two zeroes, standing for its 0% alcohol content. The idea was to make them the visual engine of the film. A split-screen divides the frame into two distinct spaces, each embodying one of the zeroes in the logo. On either side, a different moment unfolds: a sun-lit terrace, a bar, a laid table. Everyday occasions where Citadelle Zero feels right at home.
The film’s finishing touch comes in its final frame: a juniper berry settles in the middle of the screen, landing precisely where the decimal point sits between the two zeroes, as if the plant itself were signing off on the product. It is a small detail, but one that carries the full creative weight of the project. The team at Tonevo calls it the “juniper berry touch”.
“The split-screen concept turned out to be the best solution to show the different Citadelle consumption occasions across multiple settings. The juniper berry dropping into place as the point in 0.0, that’s where the product’s own elements become part of the storytelling.” Tom Illand, Creative Director, Tonevo

The location: Château de Bonbonnet

To root the film in a distinctly French visual world, the shoot took place at Château de Bonbonnet. The Charentais stone, the natural light: everything on set was chosen to reflect what Citadelle Zero stands for, a product with its own identity, its own codes, and a quiet confidence that needs no comparison.

A multi-market rollout

The film was adapted and localised for several markets (France, the UK, Spain, Italy). The project was carried out in close partnership with the Maison Ferrand team, coordinated by Grace Marques, alongside Camille Billier, Pierre Casteuble, Andreina Dunne and Angelique Jullienne.

A Parisian studio with a fresh creative edge

The Citadelle Zero launch is part of a growing body of work Tonevo has built with premium brands. Following the Belliroi Gin campaign, built around the reopening of Notre-Dame de Paris and sitting at the crossroads of heritage, craftsmanship and contemporary luxury, the studio keeps proving its ability to take on projects with genuine international scope, whether that calls for the long game of a full brand campaign or the sharp thinking required by a short-form social film.
What defines the studio’s approach is a commitment to the idea first: finding the right concept, the telling detail, and a creative direction that genuinely serves the brand.