About
Creative Direction
+ Production.Nine years of strategy, ten years directing.
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 arc
IBM's experience agency
Seven years leading brand and experience strategy. Led strategy on the Sally Beauty expansion into the Canadian market and the rebrand of LGS, a $170M IBM subsidiary, which raised engagement 50%.
Signifly
Repositioned DivaCup for its 20th anniversary as new competitors entered the category. Sales lifted 150%+. Led the strategy phase on Bank of Montreal's Online Business Banking, running a three-day executive workshop and months of customer research that became the methodology the platform was built on. Red Dot Design Award.
Origine
Strategic creative studio for sport and culture, luxury and premium brands, corporate, and wellness and hospitality. Mandates include the Dr. Bita House of Brands transformation and the Atelier Talule visual identity. The studio is the contract layer. The direction is mine.
Production direction
Direct production for Apple, Nespresso, American Express, Google, TAG Heuer, Montblanc, Sephora, Lululemon, and others. The Amex Grand Prix campaign was featured in Fashion Magazine, in print and online.
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 work
Then I build it. For a campaign that is story, locations and casting. For a brand, it is the platform before the identity. Either way the day is deliberate, not improvised.
03
Shoot for difference
On set I direct 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.
Capabilities.The work under the campaigns, before the camera comes out.
Brand strategy
Branding & identity
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.
Location
Based between Montréal and London.
Comfortable on set and in the room in English and French. Production networks active in Montréal, Toronto and London. Raised between France, England and California; I have worked 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 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.
The studio
Founder & Creative Director
Strategy, identity and campaign work is delivered through Origine Strategic Studio Inc., the studio I founded and lead.
Contracts, invoicing and the production bench run through the studio. The direction stays with me.
Company page →Start a project
Work that feels like the brand at its best.