Creative direction and production 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. Over 15k visitors and 1,5B impressions on social medias
- Discipline
- Experience
- Role
- Creative Director
- Year
- 2026
Rituals
Jil Sander — Chinese New Year 2026
For Jil Sander 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
Codi
Lacoste — Brand character system
A recurring crocodile character exploring China through its cultural calendar — 520, Dragon Boat Festival, Qixi, Mid-Autumn and CNY 2027.
- 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
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 the opening of Boucheron’s flagship in Xintiandi, we create a unified content system spanning public spectacle and private experiences. This included a large-scale projection mapping on the boutique façade, as well as all localized video content for the VIP dinner and High Jewelry exhibition. The work translated Boucheron’s Parisian heritage into a contemporary Shanghai context, ensuring a seamless narrative from exterior impact to interior intimacy.
- 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
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.
- Discipline
- Film
- Role
- Producer / Writer
- Year
- —
Armani
Brand film
Launch of Armani Code Femme & Armani Codi Satin for L'Oreal Luxe
- Discipline
- Film
- Role
- Producer
- Year
- —
Fiat
Advertising film
International launch of the fiat 500L
- Discipline
- Film
- Role
- Producer
- Year
- —
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
- —
Twenty years across advertising, documentary, media and brand marketing.
I started as a assistant director in advertising, then I started a production company and worked on films for Canal+, Armani, Fiat 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 2022 I'm Creative Director for 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 in Shanghai.
Download CV (PDF)