About
The tools have changed. My standards haven’t.
At nineteen, I was already working in real-time 3D for Madame Figaro; at twenty, on TV commercials for Hyundai.
In 2007, I animated the façade of the new Van Cleef & Arpels boutique on Place Vendôme for its inauguration. The image left the screen and took on the scale of a building.
In Montreal, with Float4, I worked on the renewals of The Carousel at Bloomingdale’s New York: giving the space a new world capsule after capsule, from the store’s 150th anniversary to the release of the Barbie movie. In 2021 I also brought artificial intelligence into work made for the general public, and redesigned the UX of the touchscreens at eBay’s headquarters in San José.
From film to jewellery, from digital images to physical space, my path has taught me to think an idea through in every dimension and to hold its direction all the way to delivery.
Today, I put that experience to work for companies whose brand needs to catch up with their reality and their ambition. I connect understanding the problem to creative direction, then to the forms that make that direction tangible.
How I work
I work where strategy becomes visible. I understand what has changed in your company, I decide what your brand needs to say, then I direct every form that shows it. One direction, from the first diagnosis to the final call, with exactly the team it takes.
Understand
- 1
Detect
I listen to your teams, your clients, your archives. I look for what has changed, and for what you protect without always naming it.
- 2
Distill
I separate the essential from the noise and write it down on one page: what your brand needs to say, to whom, and why now.
Decide
- 3
Make the call
I present a clear recommendation, before a single drawing: what stays, what goes, what it is finally time to own.
- 4
Build
I direct the creation of the identity and its system, with exactly the talent it takes: design, writing, imagery, development.
Bring to life
- 5
Test
I put the brand to the test on your real materials before declaring it ready. Whatever doesn’t hold, I rework.
- 6
Hold the line
After launch, I can stay by your side: reviews, arbitration, consistency over time. Your brand won’t get diluted by the first supplier who comes along.
The book
Gardiens du Regard
In it, I pass on to new generations of creatives a way of looking, of choosing and of building their own judgment. Discover the book