Nathalie Cortial and Pascal Grégoire are two entrepreneurs committed to serving talent and brands. Moved by the implosion of the advertising world and the collateral damage suffered by independent talent, they decided to imagine a new, fairer and more virtuous agency model, and co-founded La Maison Créative Justement to respond to brands' communication briefs in a humane and social way, remunerating creativity and ideas at their fair value. After meeting one of the founders, MPA began collaborating with them on various projects. The first of these is significant and emblematic, as it concerns the very essence of the company: the animation of its values and objectives. For this mission, MPA created and developed two animations based on a text written by Pascal Grégoire. Starting with the key words, we developed ideas and looked for different ways of representing them. We then deployed the artistic direction around the graphic identity and the animation of a thread, building a story, a poem, to evoke the words but also the company's signature: a simple line, clear ideas.