LEC

Unveiling Charles Leclerc’s passion project and bringing the imaginative world of LEC ice cream to life with innovative set design.
2024
32
5
23
12
02' 09''
Giving a taste of passion
When Formula 1 driver Charles Leclerc, along with sport manager Nicolas Todt teamed up with the founders of Grom, Federico Grom and Guido Martinetti, to launch LEC Ice Cream, they turned to us to help tell their story.
LEC isn’t just another ice cream brand: it’s born from Charles’ personal passion for gelato, offering a low-calorie, protein-rich option that doesn’t compromise on taste. Our task? Create an immersive set that could reflect the creative vision of Leclerc’s agency and photographer, bringing the LEC story to life through compelling visuals.
Matching an existing vision
With Charles’ fashion-forward, dynamic persona at the center, the biggest challenge was aligning the set design and production with his established public image—modern, charismatic and pop-inspired.
We needed to construct five unique sets, all within our studio space, that could seamlessly transition from one to the next in a single day of shooting, without losing momentum. Ensuring that these sets reflected both Charles’ bold style and the brand’s playful essence was key, while making sure the day flowed smoothly for the talents and crew.
Going beyond production
We weren’t just a service provider: we became a creative partner. From early discussions with Race Service, the creative agency handling the project, to the final set builds, we offered insights only experienced photographers and videographers can provide.
Instead of narrowing down the creative ideas to one, we made all four original concepts (plus an extra one!) happen. By understanding the photographer’s needs before he even asked, we kept everything on track and under budget while enhancing the overall vision.
SET DESIGN
Crafting immersive worlds

The set design was at the heart of this project, and it required an approach that was both creative and practical. Over three intense days we built five distinct sets, each designed to capture a different aspect of LEC.
From the playful “ice cream ball pit” to a wall covered with 800 individually glued ice cream packs, each set was tailored to fit the agency vision. They also provided the perfect backdrop for the creators working simultaneously—Antoine (cognome) for the lifestyle photography, Julien (cognome) for the video content, and us on more commercial shots.

Offering the perfect setting
Choosing our studio was key to this project. The spacious, versatile location offered a controlled environment with top-notch equipment and natural light, enabling us to create both vibrant and authentic settings for interviews and behind-the-scenes moments.
Also, we focus on creating a positive atmosphere on set: the shoot flowed smoothly, feeling more like a creative collaboration than a formal production. A highlight was lunch on our terrace, where custom catering met Charles’ dietary needs, enhancing the day’s enjoyable vibe.
Sharing a timeless memory
To make the experience even more special, we created a unique memento for Charles Leclerc. We captured a special analog portrait of him using our large-format camera, which we developed, printed, and framed as a gift. One copy was autographed and displayed in our studio as a reminder of the collaboration.
This final touch added a personal, handcrafted element to the project, showcasing our studio’s ability to work across different mediums, creating lasting memories and deliver something truly memorable.
Achieving flawless excellence
The day went off without a hitch: our thorough understanding of the creative process ensured everything ran smoothly, with no downtime, and kept us on budget and schedule.
Both the talents and crew enjoyed a stress-free, productive day, while the creative agency was delighted with the results. This seamless collaboration highlighted Disrules’ unique ability to merge creativity with practical execution, driving the success of this exciting new brand launch.






Credits
Director of Photography
Antoine Truchet
Video Operator
Julian Gogner
DOP + Photo
Dario Bologna
Light Assistant
Alessandro Peirone
Gaffer
Alessio Panzetta
Set Design
Cristina Panata
Maria Makhnyuk
Scenography
Patrick Slaviero
DIT
Anna Makhnyuk