About
Creative Direction
+ Production.
Red Dot Award
Most creative directors come up through the camera. I came up through strategy. So you get one partner from the first idea to the final frame.
Strategy-led, so the content has meaning, made to elevate the brand, not fill the calendar. The brands I work with rebook, because the work is impactful and the relationship is easy.
The methodology
Brand first.
Unmistakable.
Refined.
Built for editorial, social, press, and print.
Point of view
Anyone can shoot what's in front of them. I shoot what your brand needs.
That's creative direction.
The arc
IBM's experience agency
Seven years leading digital experience strategy. LGS rebrand drove a 50% engagement lift. Four national creative awards for internal culture campaign work.
Signifly
DivaCup rebrand lifted sales 150%+. BMO Digital Banking Platform earned a Red Dot Design Award. Led the multi-year digital experience roadmap and senior leadership workshops.
Origine Strategic Studio
Strategic creative studio for brands where meaning drives the business. Dr. Bita House of Brands transformation. Atelier Talule visual identity. Founding the studio formalized what I had been doing inside agencies for a decade.
Production direction
Direct production for Apple, American Express, Google, TAG Heuer, Montblanc, Breitling, Michael Kors, Sephora, L'Oréal, Nespresso, Lululemon, Airbnb, Amazon, LinkedIn, NFL Canada, and others. 210 frames delivered for Amex F1 at the Canadian Grand Prix, featured in Fashion Magazine and used by BT/A on their public Amex case study page.
How I work
It starts with the brand, not the shot list. Who you are, and what the content has to carry, shapes every choice after.
01
Understand the brand
I read the brand back to you first: what you stand for, who it is for, and what the content needs to do. Everything else follows that.
02
Build the shoot
Then I build it. Story, angles, locations, and casting are planned, so the day is deliberate rather than improvised.
03
Shoot for difference
On set I shoot for range and for difference. Swap your logo out, and the frames should still look like no one else's.
04
Refine and deliver
Every frame is refined to standard and mapped to where it will live. You get options that serve the brand, not just deliverables.
The weight of each stage shifts with the work. A brand build, a campaign, and a fast social mandate each ask for something different.
Taste
Warm tones. Clean compositions. Candid energy, even when directed.
I want the work to feel like the brand at its best. Elevated but not false. Editorial ambition applied to every brief, whether it is a three-day campaign or a half-day shoot. South of France sensibility. Modern, not nostalgic. Restraint over spectacle.
Recognition
Red Dot Design Award
Strategy lead at Signifly, North America. US rollout 2026.
Four national creative awards
Strategy & Experience Lead, IBM's experience agency, Montreal.
Graduated with Highest Honours
Management & Business Administration, International Business.
Location
Based between Montréal and London.
Available worldwide. Comfortable on set in English and French. Production networks active in Montréal, Toronto, and London. Back and forth between the two home bases.
Beyond production
I founded Origine Strategic Studio for the work that has to start with the foundation. Brand strategy. Visual identity. Positioning and messaging architecture. When the brief needs more than execution, when the foundation has to be built before the campaign goes out, that is where the work lives.
Origine Strategic Studio→Start a project
Every brief leaves better than it arrived.