École Supérieure de Publicité

Publié le 12 mars 2026

Top 8 White Papers 2025: ESP students take the pen.

Every year, the Master 2 students of ESP take on a significant challenge: to design, write, and publish their own White Paper. A demanding project that allows them to address essential themes in the world of communication.

3 minutes de lecture

École Supérieure de Publicité

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Une école reconnue et engagée. Première école de communication en France depuis 1927, l’ESP a été fondée par des professionnels du secteur avec une ambition forte : allier excellence académique et exigence professionnelle. Près de 100 ans plus tard, cette ambition reste intacte.

École Supérieure de Publicité

Publié le 12 mars 2026

Top 8 White Papers 2025: ESP students take the pen.

3 minutes de lecture

A true research and professional positioning work, the M2 White Paper constitutes the flagship objective of the year. It involves choosing a subject of expertise related to their future profession, analyzing the stakes, providing a critical perspective, and proposing concrete avenues for evolution. This year again, the students have excelled in the richness of their topics and the quality of their visuals. Here is our Top 8 White Papers 2025.

🎸 THIBAUT PLOTTU

M2 Artistic Direction & Digital Design – Bordeaux Campus

Punk Design: Understanding the Codes to Create the Visual Identity of a Musical Project

Rock, chaos, and creativity: Thibaut dives into the world of punk design, a graphic movement born in the 70s and become a true symbol of visual freedom.

Through this White Paper, he deciphers the origins, the codes and the aesthetic values of punk, while exploring how to transpose them to a contemporary artistic direction in the musical universe. A project that blends culture, passion, and visual expertise, in the service of music and unfiltered creativity.

White Paper Thibaut PLOTTU

Livre blanc : Décrypter les codes visuels du Punk Design

🎬 CAMILLE BOTTON

M2 Corporate & Institutional Communication – Paris Campus

Kit Content: How to Industrialize Video Production Without Sacrificing Identity?

In the era of infinite scrolling and mass production, Camille explores an essential issue: how to create a lot without losing meaning.

She offers a reflection on the scalability of video content and the necessity to preserve brand authenticity despite time and budget constraints. A clear-eyed look at the current challenges faced by communicators and a plea for sustainable creativity.

White Paper Camille BOTTON

⚪ ANTHONY NEHLIG

M2 Artistic Direction & Digital Design – Lyon Campus

Saying Less to Tell Better: The Mistakes to Avoid to Simplify Creations While Maximizing Impact

In a world saturated with images and messages, Anthony advocates for clarity. His White Paper highlights the pitfalls of visual excess and offers concrete tools to purify without impoverishing.

Through his research and experience, he demonstrates that in design, simplifying is choosing… and that telling better often means saying less.

White Paper Anthony NEHLIG

Livre blanc : En dire moins pour raconter mieux

🍴 OLIVIA BOUDELLAA

M2 Brand Strategy & Brand Content – Bordeaux Campus

Make your brand the secret ingredient of great chefs

Olivia is aimed at B2B agri-food brands that wish to talk to chefs "for real". Her White Paper explores the links between culinary branding, storytelling, and events, with one goal: to help brands become credible and useful in the demanding daily lives of culinary professionals.

Nourished by interviews, field feedback, and concrete experience in the sector, her work offers an authentic and embodied vision of culinary communication.

White Paper Olivia BOUDELLAA

Livre blanc : L'ingrédient secret des grands chefs

💻 AMÉLIE VIE

2 Artistic Direction & Digital Design – Nantes Campus

Trace your e-reputation: a lever for employability to stand out

With a generational perspective, Amélie addresses the importance of digital presence in the professional integration of students.

Her White Paper highlights how LinkedIn and digital tools can become real springboards for employability. A concrete, useful guide grounded in the reality of Generation Z, which redefines the codes of professional communication.

White Paper Amélie VIE

🔥 LOU NÉMAR

M2 CSR Communication & Brand Imaginaries – Paris Campus

CSR must be anticipated from the spark (not when it's already burning)

Lou is aimed at startups and young companies that want to integrate CSR from their creation. Her White Paper demystifies the subject by making it accessible and concrete, proving that it is possible to grow differently, without sacrificing values. An inspiring guide, grounded in action, for those who want to do better — not necessarily more.

White Paper Lou NÉMARD

Livre blanc : La RSE ça s'anticipe dès l'étincelle et pas quand ça brûle déjà

📸 AMÉLIE ROBIN

M2 Artistic Direction & Digital Design – Lyon Campus

Photo and AI: coexist without losing the thread

The arrival of artificial intelligence is disrupting image creation. Amélie analyzes this turning point by questioning the place of photography in artistic direction in the face of the rise of automated tools.

Between ethical reflection and creative avenues, she invites us to rethink visual production to preserve the intention, emotion, and meaning behind each image.

White Paper Amélie ROBIN

🎤 Anissa THÉRIN

M2 Artistic Direction & Digital Design – Toulouse Campus

BLASE: how to shape a unique identity in the current landscape of French rap?

In a saturated musical landscape, where rap dominates listening in France, Anissa explores the essential question of visual differentiation for emerging artists. Through this White Paper, she deciphers the aesthetic codes of French rap, analyzes the issues related to artistic identity, and shows how a strong artistic direction can become a true lever for recognition and memorization.

Driven by a deep passion for rap culture, this project aims to help artists build a coherent, identifiable, and sustainable visual universe.

White Paper Anissa THERIN

Livre blanc : Comment façonner une identité unique dans le paysage actuel du rap français ?

These 8 White Papers reflect what makes the strength of ESP: curious, demanding, and passionate students. Each of them brings a unique perspective on the contemporary issues of communication.

Congratulations to all the authors for this remarkable work of substance and form. And thank you to the teaching teams for their support.

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