As my first real global 360 campaign, the 2009 House Party was conceived to help adidas Originals celebrate their 60th anniversary and establish adidas Originals as a lifestyle brand. It was imagined with a great group of people in a totally chaotic environment during a time of experimentation and collective mind sharing. It was an epic shoot, the results were huge and the rest is history. It might be one of the rare occasions where an advert inspired a feature film (Project X).
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SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
For more than 50 years, we have empowered people to push boundaries outdoors. Today, The North Face are enabling the future of all exploration by celebrating creators, athletes, educators, and innovators. Relentless and unexpected explorers—role models who move mountains. Discover the stories of women pushing the boundaries of exploration.
Cirque du soleil is how I started off in the global game.We created their first brand digital hub,that they kept for 10 years online. I then got involved in launching their Zumainity show in Las Vegas with the help of Yann Mooney. I also was co-author of the cirque du soleil 20th anniversary book that was released worldwide, the process was long and painfull but the end result was very satisfying and working with Tony Babinski is always entertaining.
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SKILLS: Art Director, Creative Director
CLIENT: Cirque du soleil
In 2011 adidas asked their partner agencies to pitch a global brand campaign that would re-energize their image with a much younger audience. We won the pitch with an “all in” message that was inspired from a French mime in “Man on a Wire”. The team was tight, but the pitch was a slam dunk. The film that kicked everything off quickly became their biggest campaign in the 60 years thanks to Romain Gavras and a little bit of Justice. We travelled to 10 different cities to capture authentic sports and lifestyle events. It was an eight-month production and was one the most intense. All in is an epic tale of unbridled passion and intensity that merges in sport, street and style.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas
The adidas neighborhood is the follow up to the massive success to house Party. It’s where street meets sports and Daft Punk meets Star wars. The brief was challenging. We needed to create one story with 6 different sub-stories. The production process felt more like a live event than a production. We created a street party in east London, shot for 7 days and had 30 different assets show up with no given schedule. Let’s just say the storyboards were trashed after a few days into the process. We managed to produce loads of work from this shoot; a women’s look book, a Death Star application, a shoe collection containing a hidden QR code that unleashead an augmented reality game, and, of course, an epic star wars Cantina film that went viral during the World Cup.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
SKILLS: Creative Director
SKILLS: Art Director, Creative Director
CLIENT: The North Face
In 2013, adidas showed the amazing things that happen when cultures, passions, and ideas collide when we: Unite All Originals. The campaign called upon the pioneering spirits of the world, to join together and define new forms of originality. It began when A-trak united with SO-ME to create an exclusive track and music video that drove fans to an experience called: The Collider. Then, we reunited hip-hop artists Run-D.M.C with A-trak for another exclusive collision.
The collaboration was teased online to drive to the interactive music video where Run DMC and A-trak wrecked creative havoc on New York City. With Google Chromes Web Speech API, users could alter the video with animations and special effects by shouting whatever they saw on screen into their computer mic.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
THE DNA OF GSP is a feature-length documentary I co-directed with Peter Svatek about Georges St-Pierre (aka GSP), reigning UFC welterweight champion, and arguably the greatest mixed martial artist of all time. This gentle warrior grew up in St-Isidore, Quebec. Bullied at school, he learned karate to defend himself and never looked back. He rocketed to the world championship at age 26, only to lose it in his first title defense. GSP fought back and regained his title, but then suffered a potential career-ending knee injury. He clawed his way back again in an epic battle against Carlos Condit. From there, he defeated his long-time rival Nick Diaz, the baddest boy in the UFC, whose psychological war of nerves almost got to GSP. But a truly great champion like GSP can handle it all. GSP’s admiration for the Darwinian force of nature is conveyed in the film by following a lone wolf. The enormous influence of Eastern philosophy on GSP is conveyed by powerful animated sequences. GSP is a true athlete, a master strategist who loves his sport. The film transforms its violence into visual poetry.
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SKILLS: Director
Posters for Peace put out a call to artists from around the world, asking them to create a poster of what peace means to them. The competition, conceptualized and produced by Sid Lee Collective and MASSIVart, was launched through a video that has generated over 90,000 views, and which led to over 400 poster submissions from around the world. The jury then selected the top 40 posters and exhibited them on Place Ville Marie’s esplanade on Sept. 21, also known as the International Day of Peace. The exhibit was part of a huge outdoor Bed-In that was held to mark the unveiling of Fairmont the Queen Elizabeth Hotel’s newly redesigned Suite 1742, where John Lennon and Yoko Ono’s 1969 Bed-In for Peace took place.
SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
For The North Face, we created a campaign that called for an end to the current political climate surrounding immigration. Instead of building walls to separate people, we built walls so that people could come and climb them. Our “Walls Are Meant for Climbing” campaign was launched in the US, Canada, the United Kingdom, Mexico and China. Not only did it involve a poster campaign, August 19, 2017 was declared Global Climbing Day. To mark the occasion, we teamed up with some of the world’s best climbers and over 50 climbing centres around the globe to offer free climbing opportunities to the public.
SKILLS: Art Director, Creative Director
CLIENT: Cirque du soleil
To spark young Londeners’s interest in the Olympic games, we created Take the Stage – a campaign that featured 13-19 year old ambassadors who embodied the Olympic spirit, and made their dreams come true. It was a fully integrated campaign that started in the streets to the stadiums where team GB took the torch, encouraging people to support their country.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas
SKILLS: Art Director, Creative Director
CLIENT: The North Face
For Movember 2015, we buddied up and created the first joint initiative aiming at infusing new life into the growing trend and raising more funds for the cause. We went back in history and realized that the greatest achievements of mankind have been achieved by men with Mo’s. Here’s what sparked their creative minds.
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SKILLS: Creative Director
CLIENT: Movember Foundation
This was a short film piece created with 19 other directors in the globologos.com project. The film was based on the myth of Chronos and the representation of time and its devouring nature. The film emphasizes the beginning of lifes journey and the end where we stand on the edge and on their ressemblances. It’s a fun little hommage to Cocteau that is open for interpretation.This project was co-created with David Leclerc and Gabrielle St-Pierre.
We invited artists and filmmakers to choose one of the 20 themes that they would bring to life. Each theme represented an illustrated character created by Martin Altais. I chose the theme Chronos and directed a short film with the help of Gabrielle St-Pierre and David Leclerc.
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StaY is a lifestyle hub that invites guests to explore and express their interests in the seamless, continuous manner. It is inspired by the three pillars of the adidas brand: Originals, Performance, and Style.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
SKILLS: Art Director, Creative Director
CLIENT: Sid Lee Collective
This was a first communication challenge with Originals. Both Diesel and Originals were collaborating in launching adidas first denim collection. The mandate was a challenge since both iconic brands had to agree on a common brand message. The answer: 83 Original Ways to Successfully Waste Your Time…OK so maybe the title was a little long but this big idea was created two years before the very similar “Be stupid” campaign was released. We invited 83 photographers to create the 83 original images. We then invited the world to create their own meaning and submit their quirky images of them wasting their time.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas and Diesel
The adidas Originals atelier stores was our first project with Originals in 2009. The inspiration came from Adi Dassler who was passionate about his product and who would often invite different athletes into his workshop to customize and create a better fit with his consumers.
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SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
SKILLS: Art Director, Creative Director
CLIENT: Adidas Originals
