Incubator of emotions

Helen

Don’t sponsor the story. Own it.

We help brands move from passive sponsors and product-placement partners to active co-creators, co-producers and co-owners of entertainment. Marketing spend becomes a long-term asset that builds cultural relevance, audience trust and business value.

Projects & partners Team Contact

The old model

Nobody hits ‘next episode’ on an ad

Ads interrupt the moment. Entertainment is the moment. Today every brand, studio and platform is chasing the same four things: audiences, talent, IP and great stories.

Back to the future

Brands are becoming entertainment companies. Again.

1900

Michelin Guide. A tyre company gives people a reason to drive.

1933

P&G, Ma Perkins. Made to sell soap, and the “soap opera” is born.

1955

Guinness World Records. A pub argument becomes a global IP.

2001

BMW, The Hire. Hollywood directors, branded short films.

2012

Red Bull Stratos. A live jump from the edge of space.

2023

Mattel, Barbie. A toy becomes a $1.4bn+ box-office hit.

2025

P&G, Beyond the Gates. Back in daytime soaps on CBS.

2026

Gap & Dior. A Chief Entertainment Officer; a two-year A24 partnership.

Sources: IPX keynote, MIPCOM BrandWorks 2026; Gap Inc.; Journal du Luxe.

Old

Bring brands into the writers’ room

“We have a funding gap.”

New

“Your brand has a goal. We have the stories. Let’s build the one that gets you there.”

The Helen model

Culture beats campaigns. And you know it.

The agency model · Rent

Produces one-off campaigns
Rents the audience, logo and placement
Short-term paid attention
Mimics culture
A cost that disappears

The Helen model · Own

Develops exclusive cultural IP
Builds the IP together and shares the upside
A long-term relationship with an audience
Builds culture
An asset that keeps earning

Anatomy of a Helen co-owned IP deal

The IP

We find or develop stories with real depth, cultural heat and talent attached.

The brand

Joins at development, shapes the story and funds a real share of the budget.

The ecosystem

Film, series, animation, podcast, social, live events and product drops.

The stake

A share of distribution, format and licensing revenue, in every window.

The brand doesn’t buy a slot. It buys into the story, and earns every time the story does.

Explore Helen

Projects & partners Team Contact

Our projects

10 projects in development

Original stories across film, series, animation and live experiences, each ready for the right brand partner. We’re happy to share more if you’re interested.

Ask about our slate

Partners

Who we build with

Helen sits between brands, entertainment producers and talent, and media and distribution: three sides that rarely meet.

Brands

Join at development, shape the story and keep a stake in the IP.

Producers & talent

Bring stories with depth and an audience, and get a partner who funds and amplifies.

Media & distribution

Get premium content with built-in marketing and a whole ecosystem, not just a spot.

Brand & distribution partners

OuiDO Media Group

Wyncor

The Mill

Bata

LVMH

Deloitte

Who we are

Entertainment × Production × Brands × Performance

Annabelle Penloup

CEO

15+ years in media, entertainment and tech. Former COO, The Mill; VP Business Development, Technicolor Group; Director, Consulting, Deloitte Technology, Media & Telecom (Paris, London, New York).

Audrey Levesque

Head of Strategy

15+ years across Europe, the Middle East and North America. Leadership roles at Cartier and Ralph Lauren.

Laetitia Lécuelle

Head of Operations & Strategy

15+ years in finance and performance at EY, L’Oréal and Givaudan. Guest lecturer, Institut Français de la Mode.

Sandrine Nguyen

Head of Production

25+ years as an iconic producer, across film, series and video games, including Transformers, Sonic Boom and Alvin and the Chipmunks. Co-founded OuiDO! Productions; former SVP Episodic & IP at Mikros (Technicolor).

Come dare with us.

The future belongs to those who dare to be interesting.

Email us annabelle@helen-group.com

Legal notice

Mentions légales

Conformément aux articles 6-III et 19 de la loi n° 2004-575 du 21 juin 2004 pour la confiance dans l’économie numérique (LCEN).

Éditeur du site

Dénomination: HELEN
Forme juridique: SASU, société par actions simplifiée unipersonnelle
Capital social: 8 000,00 €
Siège social: 61 rue de la Benatte, 33000 Bordeaux, France
RCS: 942 807 280 R.C.S. Bordeaux
SIREN: 942 807 280
SIRET (siège): 942 807 280 00014
N° TVA intracommunautaire: FR16942807280
Code NAF / APE: 70.22Z, conseil pour les affaires et autres conseils de gestion
Contact: annabelle@helen-group.com

Directrice de la publication

Annabelle Penloup, Présidente de HELEN.

Hébergeur

Netlify, Inc.
101 2nd Street, Suite 575, San Francisco, CA 94105, États-Unis
+1 415 691 1573 · www.netlify.com

Propriété intellectuelle

L’ensemble des contenus de ce site (textes, marque et logo « Helen », éléments graphiques, projets présentés) est la propriété exclusive de HELEN ou de ses partenaires. Toute reproduction, représentation ou adaptation, totale ou partielle, sans autorisation écrite préalable est interdite.

Données personnelles

Ce site ne collecte aucune donnée personnelle et ne dépose aucun cookie de mesure d’audience ou publicitaire. Pour toute question relative à vos données, ou pour exercer vos droits d’accès, de rectification et d’effacement prévus par le RGPD, écrivez à annabelle@helen-group.com. Vous pouvez également saisir la CNIL (www.cnil.fr).

Sources des données

Les chiffres et exemples cités sur ce site proviennent de sources publiques (Interbrand, IPX / MIPCOM BrandWorks 2026, presse spécialisée), mentionnées à côté de chaque donnée.

Informations légales issues du Registre du commerce et des sociétés (via Pappers), à jour au 5 novembre 2026.