With a background in photography and film, I have directed projects in France and internationally, spanning print, digital, TV campaigns, and music videos, for industries as varied as luxury, cosmetics, fashion, food, spirits, arts and culture. My references come from cinema and painting, from design, from literature, and I have always liked letting them converse until something new comes out of it.

From the start, I have been drawn to art and to brands in equal measure, and going between the two has always felt natural. Creating the duo Souffle with my partner Sophie Cuffia gave me room for both, self-initiated work on one side and commissions on the other, each feeding the other more than I expected. I have never been able to separate culture from craft, or thinking from doing, and it matters to me to shape a concept while taking part in its making. For me, context always precedes form. Working with brands has taught me that what lasts is rarely how closely they follow the moment. It is their cultural grounding, and the story they are able to tell. So I start by understanding a brand’s grammar, and only then do I play with it.

This is why research and words hold as much place in my process as the image itself, which I see as the point where a thought and an intention finally arrive. It is also what lets me turn a strategic brief into a creative intention. To get there, I move freely across mediums, combining shooting with traditional retouching, digital compositing, 3D, and more recently generative AI. Sometimes I invent my own methods, sometimes I work within established workflows. Either way, I follow a production from the first intuition to the final frame, whether I am making the images myself or directing the people who make them with me.

Clients and partners

AIR FRANCE, APEROL, BE MY DESK, CÎROC, CODAGE PARIS, DIOR, DIPTYQUE PARIS, ÉTAT PUR, EVIAN, IZIPIZI, JOTT, KARL LAGERFELD, LE BON MARCHÉ, MOBILIZE, MONDELEZ, PRADA, RENAULT, TESCO, VIKTOR&ROLF, AUSTRALIE.GAD, BBH LONDON, BETC, BRAND STATION, CHANGE, DRAGON ROUGE, HELMUT AGENCY, LES GROS MOTS, LES POUPÉES RUSSES, MNSTR, MOONLIKE, OGILVY, ROSA PARIS, THE SWEETSHOP LONDON, WHERE IS BRIAN.

Creation

Creative direction

Art direction

Film direction

Photography direction

Concept development

Brand fiction and storytelling

Ideation and project development

Campaign direction

Design thinking

Creative production

Consultancy

Campaign strategy

Brand narrative and image strategy

Image consulting

Curation and consultation

Visual audits for brands

AI transition audit

Production advisory

Pitch and treatment support

Workshops and mentorship