A call from a new generation! Alfred Giraud French Whisky invited me to craft the stories for their signature range and an entirely new narrative for a rare and singular limited edition.

I’ve been teaming up with Rémy Martin for 7 years. I’ve given shape to brand stories, product launches and retail initiatives shared in multiple languages at the four corners of the world and recently, I had the honour of penning the entire brand saga and storytelling for the 300th anniversary of the House.

I joined the team at Château Galoupet in 2020 following its acquisition by Moët Hennessey, the wine division at LVMH, to craft a new voice and narrative in sustainable luxury with Mother Nature as the leading character.

Who wouldn’t be proud to work on Louis XIII cognac? To write about the summum of French craft, taste and prestige…

When a luxury branding agency called me at the last minute to “get the copy right” for the launch of a new anti-wrinkle and anti-dark spot innovation by Guerlain, I seized the opportunity. At my age, it comes easy.

Naming strategy. Branding.

Participation in a Fllow creative sprint to work on a name for the Babilou group, before crafting all the copy and content for the new corporate website.

The challenge here was to find one word that would say “data is human capital and we have to use it intelligently in the name of equality for the benefit of all mankind”.