Creative direction and storytelling for brands, films and live experiences.
Creative Direction
Spring with Barbour
Barbour — Pop-up activation
The time of a weekend we brought the English countryside to the West Bund in Shanghai. 13,000+ visitors, 1.53 billion impressions and 1.081 billion in reach — the highest social performance ever recorded by Barbour APAC.
Retail Asia Awards · Experiential Marketing Project of the Year — China · Marketing Initiative of the Year — China · Marketing Team of the Year — China
→ Read full case study · Press · Shop Drop Daily ↗
- Discipline
- Experience
- Role
- Creative Director
- Year
- 2026
Rituals
Jil Sander — Chinese New Year 2026
For Jil Sander's first Chinese campaign, we created a short film for Chinese New Year that steps away from the usual codes of the category. Directed by Jeremy Z. Qin.
- Discipline
- Film
- Role
- Creative Director, Writer
- Year
- 2025
Tribute to Traditional Symbols
Vacheron Constantin
Vacheron Constantin Tribute to Traditional Symbols is the last series in the Métiers d'Art collection, paying homage to the culture of Ancient China and its emblems, specifically the Seawater Cliff motif, which proliferated from the 14th century until the end of Imperial China in 1912, under the Ming and Qing dynasties.
- Discipline
- Brand
- Role
- Creative Director, Writer
- Year
- 2024
From Paris to Xintiandi
Boucheron
For Boucheron's first China flagship opening at Xintiandi, we delivered the entire content layer of a multi-day event. Large-scale projection mapping on the boutique façade, an immersive entrance experience for the High Jewellery exhibition, and a series of archive films for the VIP dinner — animating 165 years of Boucheron history into moving image. From architecture to table, every screen was ours to conceive.
- Discipline
- Event
- Role
- Creative Director, Mapping & Content
- Year
- 2026
An Ode to Nature
Chaumet — Osaka Expo 2025
At the 2025 World Expo in Osaka, Chaumet unveiled Ode to Nature within the French Pavilion : an Infinity Room where mirrors and moving images created a living homage to the Maison’s legacy. Three heritage pieces, the wheat, the wings, and the floral tiara, appeared like apparitions in space, surrounded by endless reflections of Japanese artistry and natural landscapes. A poetic journey where heritage, nature, and culture spoke to each other in infinite dialogue.
- Discipline
- Immersive
- Role
- Creative Director
- Year
- 2025
House of Wonders
Audemars Piguet — 150th Anniversary
As part of Audemars Piguet's 150th anniversary, we crafted the majority of the immersive content and films displayed throughout House of Wonders — a one-of-a-kind exhibition held at Shanghai Exhibition Center in 2025.
- Discipline
- Immersive
- Role
- Creative Director, content
- Year
- 2025
City Safari
Barbour — SS26 APAC Campaign
City Safari is a reimagination of summer utility through the lens of modern urban life, with a british twist.
- Discipline
- Campaign
- Role
- Creative Director
- Year
- 2026
A Year with Codi
Lacoste — Brand character system
Meet Codi, the little crocodile with a big heart, created for Lacoste. 🐊
On 520 (China's day of love, May 20th), Codi is here to spread it to everyone. Codi isn't a one-off.
He's Lacoste's recurring companion for the cultural moments that matter in China — 520, Qixi, Mid-Autumn, Chinese New Year. A character built to live across the calendar, not a single campaign.
- Discipline
- Brand & content
- Role
- Creative Director, Character Design
- Year
- 2026
SS26 Campaign
Lacoste — Photography
Spring/Summer 2026 photography campaign for Lacoste China.
- Discipline
- Photography
- Role
- Creative Director
- Year
- 2026
Documentary
Chef's Table France
Netflix Original — Documentary series
Co-production on the French chapter of Netflix's flagship culinary documentary series.
- Discipline
- Documentary
- Role
- Co-Producer
- Year
- —
7 Days Out: Chanel
Netflix Original — Documentary series
Co-production on the Chanel Haute Couture episode of Netflix's behind-the-scenes documentary series.
- Discipline
- Documentary
- Role
- Co-Producer
- Year
- —
Production
Canal+
Branded content / film
Directed by Thierry Poiraud, this spectacular film depicts an epic battle scene that unfolds… in ultra-slow motion, subject to the whims of time until a warrior decides to leave the show to switch to Canalsat, where the series air right after the U.S. broadcast.
Awards · Cannes Lions Bronze · Clio Bronze · Eurobest Silver
- Discipline
- Film
- Role
- Executive Producer
Pacific Bay
Criminal Case — Game launch film
Launch film for Pretty Simple's Criminal Case: Pacific Bay. Directed by Thierry Poiraud. Cinematography by John Mathieson.
- Discipline
- Film
- Role
- Executive Producer
Secret Training Camp
Optus — Brand film
Brand film for Australian telco Optus. Directed by Thierry Poiraud. Cinematography by Andrew Lesnie.
Awards · LIA Gold
- Discipline
- Film
- Role
- Executive Producer
Inspired by Cinema
BNP Paribas — Brand film
Brand film for BNP Paribas. Directed by Thierry Poiraud. Cinematography by Mathias Boucard.
- Discipline
- Film
- Role
- Executive Producer
Russian Dolls
Amnesty International — Campaign film
Campaign film for Amnesty International. Directed by BIF. Cinematography by Nicolas Loir. Agency La Chose.
Awards · Club des DA Shortlist
- Discipline
- Film
- Role
- Executive Producer
Armani
Brand film
Launch of Armani Code Femme & Armani Code Satin for L'Oreal Luxe. Directed by Benjamin Lennox.
- Discipline
- Film
- Role
- Executive Producer
20 years across advertising, documentary, media and brand marketing.
I started as an assistant director in advertising, then founded my own production company, working on films for Canal+, Armani, BNP Paribas, Amnesty International and others. Some of that work picked up Lions, Clios, Epicas.
I also co-produced documentary work for Netflix — including Chef's Table France and the Chanel episode of 7 Days Out.
I then ran Branded Entertainment for Condé Nast in Paris before moving to Asia. Since 2025 I'm Creative Director APAC at Bureau Béatrice — The Independents, in Shanghai. The work spans campaigns, films, retail concepts and live experiences for luxury, fashion and hospitality clients.
Currently — Shanghai.
Download CV (PDF)