About
I’m a Creative Director working at the intersection of psychology, culture and creative expression. For over twenty years across Paris, New York and London, I’ve helped brands understand who they are at a deeper level — and translate that understanding into clear creative direction, identity and relevance.
I believe brands don’t lose impact because of technology or competition. They lose it when they lose their sense of self. My work is to diagnose a brand’s inner narrative — its values, tensions and cultural role — and realign meaning so the brand can behave, speak and create with coherence.
I don’t separate strategy from creativity. I use cultural and psychological insight to guide creative direction, storytelling, tone and visual expression — helping brands express who they truly are, rather than who they think they should be.
Alongside my work with brands, I’m committed to mentoring the next generation. I help emerging talent develop the cultural, strategic and psychological intelligence needed to bring humanity back into an industry that has become overly standardised.
At its core, my work is simple: