About
Creative Direction
+ Production.Seven years of strategy, ten directing production.
Red Dot Award
Every project starts as strategy: what the brand means, what the work has to say. Then I direct it to life, beautiful, polished, made with restraint.
One vision, from first idea, to final frame, to delight.
The standard
Brand first.
Unmistakable.
Refined.
Built for editorial, social, press, and print.
Point of view
Every frame has a reason to exist. Beautiful, polished, made with restraint.
That's the standard the work is held to.
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.
IWC × George Russell · 05.2026 · MTL 
Amex × F1 Canadian Grand Prix · 06.2025 · MTL
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. Editorial ambition on every brief, whether it is a three-day campaign or a half-day shoot. I grew up in Cannes, and the way I light and frame a scene still comes from there. 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. I was raised between France, England and California, and I have worked on both sides of the Atlantic since.
Common questions
Why do you do both strategy and production?
Because the strategy has to survive the shoot. I came up writing brand strategy, and I direct now, so the thinking and the execution sit with one person. A brief gets read for what it has to do, then built and shot against that. Nothing gets lost on the way to done.
What do you do when the brief is wrong?
I say so before the quote, not after the shoot. Usually it is not wrong so much as missing something, a shot that cannot legally be taken, a day sized for half the work. I ask the questions in writing first. That conversation is cheaper than a reshoot, and it usually improves the idea.
Who else is on set with you?
Whoever the job needs. A second shooter, a videographer, an assistant, a stylist, a retoucher on the back end. I keep a bench of people I have worked with and briefed before, and I book against the run of show. The direction stays with me either way.
What do you turn down?
Work with no direction in it. I do not shoot weddings or private events. I also pass on jobs where the ask is coverage and nothing more. When a brand does not need the images to say anything, someone else is the better fit. I will say so on the call.
Beyond production
I founded Origine Strategic Studio for the work that starts with the foundation. Brand strategy, visual identity, positioning and messaging architecture. When the foundation has to be built before the campaign goes out, that is Origine.
Origine Strategic Studio→Start a project
Work that feels like the brand at its best.