Brand Executive & Entrepreneur
Profile
From film sets in Paris and Los Angeles to building luxury brand worlds in Shanghai, I have spent over twenty years turning ambitious creative ideas into experiences that move audiences and businesses.
An award-winning creative executive and entrepreneur, I learned my craft in advertising before co-founding and leading two production companies, building a long-term partnership with International Emmy-nominated director Thierry Poiraud and championing emerging voices such as Kristoffer Borgli.
Along the way, I co-produced the Netflix originals Chef’s Table: France and 7 Days Out: Chanel, then brought this maker’s instinct to Condé Nast, where I led branded entertainment spanning Vogue, Google and Paris 2024.
Today, having launched the Asia office of Bureau Béatrice, part of The Independents, I lead its strategy, creative direction and growth across APAC. I shape campaigns, retail environments and live experiences for houses including Jil Sander, Barbour, Chaumet, Boucheron and Audemars Piguet, while building cross-group collaborations notably with Bureau Betak and Karla Otto.
At heart, I’m driven by curiosity and an entrepreneurial mindset. I combine strategy and imagination to turn bold ideas into coherent brand expression and lasting value.
Selected work
01Barbour · APAC · 2025–2026–2027
Building a coherent brand world from first principles, then carrying it across campaign, capsule launches, mini-app, retail experience and events.
02Jil Sander · CNY · 2026
Translating Simone Bellotti’s vision into a culturally relevant expression, protecting its original intent while avoiding the expected codes of the category.
03Netflix · Chef’s Table: France · 2016
Turning singular talent, obsession and savoir-faire into emotionally powerful stories with international reach.
04REM MACAU GRAND OPENING · 2026
From a blank page to a waking dream: red-carpet glamour, miniature worlds, playful encounters and video content for REM MACAU GRAND OPENING at City of Dreams.
05Chanel · 7 Days Out · Netflix · 2018
Transforming the rituals, craftsmanship and pressure behind Chanel Haute Couture into contemporary entertainment, making heritage feel alive rather than preserved.
06Chaumet · Expo 2025 Osaka Kansai
Turning Chaumet’s heritage and shared love of nature with Japan into an immersive exhibition for the France Pavilion at Expo 2025 Osaka Kansai.
07Lacoste · China Cultural Moments · 2026–2027
Extending an established global identity into a recurring character system for the cultural moments that matter in China, without losing the brand’s recognisable codes.
08Studio Nicholson · Shanghai, China · CNY 2026
Studio Nicholson flagship opening during Chinese New Year 2026, with a retail sculpture and red packet celebrating the Year of the Horse.
09Vogue × Google Pixel · Germany · 2023
Finding the idea that connects a client’s objectives, Vogue’s editorial authority and the codes of football culture, and feels legitimate to all three.
102007–2014
Aligning singular directing talent, multidisciplinary crews, complex craft, budget and deadline without lowering the creative bar.
International awards