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P L A Y M E N O W P A U S E M E N O W V I E W P R O J E C T

LIEF IS A FEMALE-LED CREATIVE CONTENT STUDIO, PROMOTING AND CELEBRATING INCLUSIVITY, CREATING NEW CULTURE-DEFINING WORK WITH EXCEPTIONAL AND UNIQUELY DIVERSE FILMMAKERS.

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Working together across the most vibrant European cities, we passionately share strong production know-how and infuse projects with ideas and energy through out-of-the-box thinking.

Global Stories

London

Lief comes from the Dutch word meaning ‘dear, joy, beloved, kind & treasured and sometimes even ‘cute’…’ The name Lief was in fact chosen by our mum – who in fact worked in Commercials during the ‘Mad Men’ period of Unilever in Rotterdam! Before Lief, London-based Margo Mars worked globally at the world’s biggest production companies. Wanting to give her company a name with personal meaning, Mars turned to mum ‘hey, how would you describe me?’ ‘LIEF!’. This felt instantly perfect – it’s short, vibrant, it feels like ‘LIFE’, and although nobody would spell it correctly, we were never worried about that! We had a name! With a deep sigh of relief, Margo turned back to the app, where mum was still typing ‘loud, bossy, cheeky, dominant, confident..’ The latter attributes were given to our winged Lioness, who guides Lief whilst we continue to reign the pride from our London studio.

“Lief is a gem; they do things differently, which is why their work stands out from the crowd.”

Paris

Lief travaille localement en France, s’associant avec la productrice exécutive de renom Sam Fontaine. Basé à Paris, nous nous spécialisons dans la mode, la beauté et le luxe, ainsi que les projets publicitaires les plus convoités. Sam et Margo se sont rencontrées il y a quelques années au Fashion Film Festival de Berlin, possiblement en 2015. Sam s’ennuyait gentiment, quelques films sortaient du lot mais rien de réellement nouveau, puis… Margo a donné une conférence.

Le thème de la conférence intéressait déjà Sam «The right tech for the right purpose: creating in the modern age» Elle se dit d’abord «Cette femme a du style!» Et oui, une Parisienne aime forcément les femmes qui ont du style! Puis, Margo a présenté ses projets, sa vision. Et là, Sam fût éblouie, littéralement éblouie, le terme n’est pas trop fort. Elle explosait les barrières.

Ses projets pour des marques telles Absolut Vodka, étaient exigeants, intelligents et innovants. Sam ne l’a peut être pas dit, mais le pensa très fort : «You lady, I will work with you» Quelques temps après, Margo lui faisait confiance et venait tourner chez elle des projets pour CHANEL. Depuis, elles n’ont eu de cesse que de collaborer.

Lief works locally in France, teaming up with acclaimed executive producer Sam Fontaine. Based in Paris, we specialize in fashion, beauty and luxury, as well as the most coveted advertising projects. Sam and Margo met a few years ago at the Fashion Film Festival in Berlin, possibly in 2015. Sam was kind of bored, a few films stood out but nothing felt really new, then… Margo gave a talk.

The theme of the conference already interested Sam “The right tech for the right purpose: creating in the modern age” First thought she said to herself was “This woman has style!” And yes, a Parisienne definitely likes women who have style! Then, Margo presented her projects and her vision. Sam was dazzled, literally dazzled; using the term is not too strong. She smashed through barriers.

Projects for brands such as Absolut vodka were demanding, intelligent and innovative. Sam may not have said it, but thought very strongly: “You lady, I will work with you” Sometime later, Margo trusted Sam and came to shoot projects for CHANEL at her ‘Maison’. Since then, they have never stopped working together.

Opening Doors in Paris

“PARIS loves you déjà, Margo!”

Marseille

Le soleil toute l’année, les calanques, la bouillabaisse, le Vieux Port, le Mucem… Difficile de ne pas tomber amoureux de Marseille. Même Schopenhauer, qui n’était pas le plus rigolo, disait :«Je suis convaincu que Marseille est la plus belle ville de France. Elle est tellement différente de toutes les autres.»

Marseille est unique. Elle est Française, elle est Européenne, Elle est Méditerranéenne, Elle est Orientale, Elle est Africaine… Elle nous offre sa diversité, c’est une Ville-Monde.

Sun all year round, the Calanques, bouillabaisse, the old harbour, the Mucem… It’s hard not to fall madly in love with Marseille. Even Schopenhauer, who wasn’t the funniest person, said: “I am convinced Marseille is the most wonderful town in France. She is truly different than all the others.”

Marseille is unique. She is French, she is European, she is Mediterranean, she is Oriental, she is African… She offers us her diversity, it’s a true global city.

“Je danse le MIA”

AMSTERDAM

“Mama Mokum, ik sleet bij jouw mijn jongste jeugd.” zong Schaffy en zo is het. Liefs oprichter Margo Mars groeide op in Nederland, waar ze op vijfjarige leeftijd besloot tot een vrijmarkt voor de deur. Ze huurde haar moeder in om snacks te maken om de menigte te trekken. Hoewel er maar twee kinderen kwamen opdagen – die alles aten en maar één gebruikte regenboog gum kochtte – was dit wel het eerste teken van een ondernemersgeest die haar uiteindelijk ertoe bracht in 2017 Lief op te richten met een kantoor in London.

Nederland en Amsterdam blijven belangrijk in het verhaal van Lief, geliefd voor creativiteit en daarom een perfecte plek om talent te ontdekken.

“Mama Mokum, I spent my youngest youth with you.” sang Schaffy, and that is precisely how it is. Lief’s founder Margo Mars grew up in the Netherlands, where, at the age of 5, she decided to have a yard sale. She hired her mum to make snacks to attract the crowds. Even though only two kids showed up – who ate everything but only bought one used rainbow eraser – it was the first sign of an entrepreneurial spirit that eventually led her to found Lief in 2017, with an office in London.

The Netherlands and Amsterdam remain important in Lief’s story, loved for their creativity and a perfect place to discover new talents.

AMIE DICKE

“Mokums Paradijs!”