Arborescence : the taste of dreams.

Great gastronomic hubs are often defined as large cities teeming with ultra-trendy restaurants, using original concepts and other assets to attract attention, thus creating THE must-see place of the moment.

In the north of France, gastronomy isn't really "our thing" – at least, that's what people claim.

However, it is precisely in Croix, very close to Lille, that Arborescence brings a breath of fresh air, far from the hustle and bustle and the clichés of "always more".

It was on the wise advice of my friend Florian Domergue that I went to the Lille region to meet Félix Robert and Nidta Pratum.

Not to take photos or shoot a film... Well, not initially at least.

My primary goal was to refresh the artistic direction of their website. Félix and Nidta wanted a more cohesive identity, one that was more aligned with their growing ambitions.

https://www.r-arborescence.com

I'd already heard of Félix and Nidta. Or rather, I'd read wonderful things about them. As a passionate collector of culinary books, I often discover gems, like in Hélène Luzin's book, "50 Up-and-Coming Gastronomic Chefs You Must Have Met Once in Your Life." Intrigued, I mentally jotted down their names.

From our first exchanges, behind their apparent calm, I quickly sensed the subtle but vibrant energy of their personalities. The potential was immense, and the desire to create something with them grew.

With Florian's blessing – a simple matter of respect – who already skillfully ensures the photographic identity of Arborescence (his superb work can be discovered here ), I proposed an idea to Félix and Nidta: to make a film in their image. And quite naturally, Florian joined me on this project.

The result is a subtle blend of poetry, the spontaneity of candid images, and more carefully orchestrated sequences. A singular aesthetic, a precise narrative that captures the very essence of their philosophy, between the deep blue of the sky and the sea and the warmth of fire and earth – a true synthesis of their DNA.

To make this film, I used my skills in storytelling, artistic direction, video editing, storyboarding and interviews, alongside Florian, whose specialty is precisely this.

Every beautiful story begins with a starting point. My method is simple but essential: living the customer experience. By sitting down at their table, I immerse myself in their world, touching their uniqueness with my fingertips and tongue.

From the very first moment, I was transported. The click was immediate, confirming my intuition: I had indeed stumbled upon a gem.

The space is understated, almost minimalist, yet subtle details are omnipresent—the hallmark of a grand establishment. The room might seem austere, even empty, but it quickly reveals itself to be welcoming, warmed by natural materials, warm wood, elegant steel, and the incredible light that generously streams through the large bay windows. Everything here is designed to return to the essentials.

This light immediately fascinated me, drawing my gaze in with an almost abstract beauty, like a negative image capturing attention without releasing it.

At the table, the proposition is audaciously simple for the discerning gastronome, and deliciously intriguing for the average customer: you don't know exactly what you're about to taste. This is precisely where the charm begins. The story begins in this mystery.

A few haikus written by Felix and drawings by Nidta allow the mind to travel even before the first bite. Anticipation grows, the experience already comes to life.

Then come "Merveilleux marin", "Marée montante", a delicate langoustine and its water, and a cloud... Creations that go far beyond simple gustatory pleasure. The sweetbread, a surprising and harmonious fusion of French and Thai cuisine, crowns the experience and further arouses curiosity.

French and Thai? To understand more, I invite you to watch their film below...

Film: Tree * | The Taste of Dreams

Production, direction, DOP & editing: Anthony Florio Co-direction: Florian Domergue Camera: Anthony Florio | Florian Domergue ITW: Anthony Florio | Florian Domergue

During the project, several teasers were carried out at each stage of progress in order to give the project the time it needed to match the vision, without hindering the client's need (and desire) for communication. (see below) + BTS

Thanks to Félix and Nidta for their trust in this project. Thanks to Florian Domergue for his invaluable help on this project (and his patience). Finally, thanks to Yumi for correcting the subtitles :)