Chief Creative Officer and brand builder.
I identify where value is emerging, build a vision around it, then turn it into products, services and experiences by giving diverse disciplines a shared direction.

For the past 25 years, I have worked where business opportunity, human behavior and emerging technology meet. My work spans strategy, brand, product, experience and venture creation, helping organizations imagine and build what comes next.

I co-founded SOUFFL and led its creative and strategic direction for 12 years, working with organizations to turn emerging opportunities into new ventures, products, services and customer experiences across industries including luxury, sport, healthcare, mobility, finance and technology.

I believe businesses are living systems. Brand, product and strategy create value only when they evolve together. Rather than treating them as separate disciplines, I see them as parts of the same system, shaped around real human needs, cultural change and technological opportunities.

Over the years, I have collaborated with organizations including Nike, Adidas, Chanel, Hermès, Van Cleef & Arpels, Roche, Air France, Paris Turf, SNCF, Ubisoft, Club Med, QC Terme and Allianz.

Artificial intelligence has become an integral part of my creative process, from research and exploration to design and production. Beyond using AI as a tool, I am interested in how it is reshaping the way organizations create products, build brands and innovate.

I graduated from the École Nationale Supérieure des Arts Décoratifs (ENSAD) in Paris in 2001 and taught interaction design for more than a decade in design schools across France and Switzerland.

Deeply influenced by modern art and mountain culture, I draw inspiration from exploration, endurance and long-distance disciplines such as mountaineering and ultra trail running.

You can follow me on ITRA, UTMB or Strava.