Hello

Hello

Executive Creative Director

Hi, I’m Aurélien

My job is to transform brands by delivering high-impact creative strategies

at the sharpest intersection of innovation and efficiency.

From Insight to Impact :

Brand understanding and strategy, to film, activations, PR, social-content, to production IRL and AI circuits.

The brands I've modernized

The brands I've modernized

Awards, Business Wins, and recognitions

Awards, Business Wins, and recognitions

Porcelain Bones

“A porcelain as fragile as a bone with
osteoporosis breaks into influencers hands.”

A porcelain as fragile as a bone with osteoporosis
breaks into influencers hands.

AMGEN - Pitch won

Direct, design and PR
Role on this project : Idea, writing, art direction and shooting supervision.
Creative partners : Benjamin Le Coz, Xavier Beauregard
Agency : Les Gaulois - Havas Paris

Idea

Osteoporosis is a degenerative disease that reduces bone strength by 40%, affecting 1 in 3 women over 50.
The challenge was to raise awareness and promote prevention.

Idea

A collection of four porcelain plates was created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis. These plates break upon the slightest contact. They were sent to the press and influencers with the following message: “Untreated, Osteoporosis makes bones as fragile as this porcelain”.

Results

This project was a true success story. We won the pitch with a single powerful idea, then turned it into massive PR and business results, all on a modest production budget.
The campaign reached 2.4 million people through media coverage and social networks, driving an 18% increase in screening enquiries within three months.
Hundreds of thousands of posters were displayed in hospitals, first in France, then across Europe. The campaign proved so effective that the client extended it twice.

Awards :

Bronze, Cannes Lions 2017 (Health) + 2 Shortlists
Silver, Clio 2017 (PR)
Silver, Eurobest 2017 (Health)
Bronze, New York Festival 2017 (Art Direction)
Bronze, New York Festival 2017 (Direct)
Bronze, New York Festival 2017 (Graphic design)
Silver (Boule Blanche), Club des DA (Design)
2 Silver and 2 Bronze, Crystal 2017
Bronze, Cresta 2017 (Art Direction)

The Unique Billboards

“As unique as our tenders”

To promote our unique tenders,
we created the Unique Billboards.

KFC
Agency : HAVAS PARIS
Outdoor / Activation

AWARDS :
Bronze, Cannes Lions 2024 (Outdoor)
2 Shortlists, Cannes Lions 2024
Silver, Clio 2025 (Billboards)
Silver, Clio 2025 (Ambiant)
Bronze, Clio 2025 (OOH Craft / Art Direction)
Silver, New York Festival (Design)
Bronze, LIA 2024 (Craft - Art Direction)
Silver, LIA 2024 (Innovation in the Use of Billboards)
Finalist, LIA 2024 (Billboard)

Opportunity :
Unlike its competitors whose chicken nugget are industrial and all look like the the same, KFC’s tanders are handmade with real chicken fillets. This gives each one a unique shape, making it impossible to find two identical ones.

Our idea : To promote our unique tenders, we created the Unique Billboards.
A hundred of non-standardized billboards displayed in the main cities of France.
Handcrafted, imperfect, random, unique : just like our tenders.

Results :
14 million impressions
+17% in quality consideration
+16% of tenders sold in one month compared to the previous month.

Popular in France in 2025

The campaigns we made to build brand love across France. All airing now in 2025.

The campaigns we made to build brand love across France. All airing now in 2025.

Good advertising is about making brands popular.
This section showcases the latest campaigns we’ve made to become popular in France in 2025 - the ones that turned brand love into a national sport.

The campaigns you saw everywhere, from bus shelters to highways, from Bordeaux to Nice, Annecy to Limoges, Paris to Toulouse. The ones that made people laugh out loud in front of their TVs and became catchphrases everyone couldn’t resist repeating, whether at the coffee machine or over sausages at a Sunday barbecue.

These are the moments when brands became part of everyday life. And isn’t that the true purpose of a good campaign?

1664 - À la French

New brand campaign for the 1664 and 1664 Blanc in France.
Agency : Rosbeef (Now HOMERUN)
Role : ECDs
Note : As ECD we won the 1664 pitch for France’s market with this campaign.

1664 is one of the largest beer brand in France and a true national icon.
But the Loi Evin makes every alcohol campaign a real challenge. No fun, no celebration, no depiction of enjoyment. Anything beyond showing the product itself, how it’s made or served, is strictly forbidden. As a result, most campaigns end up as simple packshots.
For this campaign, we managed to stay within the law while still capturing the true spirit of 1664 — the village cafés, the Parisian terraces and the local bars where the French enjoy their favorite beer.*
This campaign increased market share by 10.6% and brand awareness by 12.6%.
It also made 1664 the number one beer brand in France among 25–29 year-olds.

Point S - 2025

Agency : Havas Paris
Role : Independant Creatives

Point S is one of the most popular car garage brands in France.
The brand became part of popular culture thanks to advertising and its famous tagline “Pas de stress, y’a Point S” (“No stress, there’s Point S”), which everyone now uses to say “relax.”
After 20 years of low-budget advertising, it was time to make it fresher, cooler and more polished, while still staying close to real consumers and true to the brand’s history.
It was a bit tricky — but judging by the feedback on the campaign, we pulled it off.

SFR - 40th Anniversary

Agency : Saatchi & Saatchi France
Role : Independant Creatives

SFR, the second biggest telecom operator in France, is turning 40.
That’s a lot of memories together, from the first internet modems and mobile phones to the iPhone and the latest technologies.
It’s a story of many shared moments between the brand and the French people, a tribute to the trust we’ve built, and to all the years still to come.

Uberescape

"a clever campaign that flaunt ease of departure in unexpected way" - Adweek

A new service that takes you instantly on holidays, from wherever you are.

TRANSAVIA AIRLINES (Air France’s low cost company)
Digital activation

My role on this project : Idea, writing, art direction.
Creative partners : Benjamin Le Coz, Xavier Beauregard
Agency : Les Gaulois - Havas Paris

Awards :
Gold, Crystal 2017 (Best use of mobile)
Bronze, Epica (Mobile)

Transavia Airlines and Uber teamed up to create Uber Escape, a new service that takes you instantly on holidays, from wherever you are.

How does it work ? 
Simply open the Uber app as usual. Select Uber Escape, just like you would UberX or UberPool, and discover real-time, last-minute flights from your nearest airport. The Transavia flight is included in the price of the Uber ride, with dozens of destinations across Europe and Africa available during launch week.
Getting away has never been easier.

Results
The campaign generated over 228 million PR impressions, 4% through media, 96% organically through the power of the idea.
The traffic on Transavia’s website increased by 40% during the week of the operation, and the ticket sales by 31%.

"a clever campaign that flaunt ease of departure in unexpected way" - Adweek
"Useful, usable and delightful - it's a treble whammy" - Directory


Citroën C3 Aircross

Worldwide Launch

To promote a modulable car, we created a modulable commercial.

To promote a modulable car,
we created a modulable commercial.

CITROËN – C3 Aircross
Film TV & Facebook Activation

Agency: Les Gaulois / Havas Paris
Creative partners: Benjamin Lecoz, Xavier Beauregard
Role: Concept, art direction, shooting supervision

The Citroën C3 Aircross is the most modulable SUV on the market.
To promote a modulable car, we created a modulable commercial.
The first commercial made by users, live, on social media.
(Yes, it was in 2017.)

During a Facebook Live, viewers voted in real time for every scene of the film. Out of 20 scenes shot, the 10 most-voted were edited into the final TV commercial. Each country’s audience voted differently, resulting in 7 unique films broadcast on TV.

The film’s premiere on TF1 was a world first: a Facebook Live synchronized with live TV, broadcasting users’ reactions on air. This innovation reconnected social media and television, and the campaign ran on TV in 7 countries for nearly two years.

Bet your life away

A simple rap track beats the biggest betting ads.

A simple rap track beats the biggest betting ads.

ANJ - French National Gambling Authority
PR Activations / Social activations / Social content / Design / Films / Print / Events

My role on this project : Creative Director
Creative partners : Benjamin Le Coz, Charlotte Sindic, Djavid Karmali, Maxime Fraudreau
Agency : Rosbeef! Paris

AWARDS :
Silver (Boule Blanche), Club des DA 2023 (Copywriting & audio)

Sports betting is a real drug, causing financial and social problems for more than 1.4 million young gamblers in France. Yet its advertisements are everywhere in the country, abusing the codes of street culture that young people love.

With the World Cup approaching, we, the ANJ - the French Gambling Authority - have created a rap track that uses these codes so prized by the betting industry to instead prevent the risks and dismantle the fantasies surrounding them. Of course, hard hitting punchlines were the main ingredients of the recipe.

The track was produced in collaboration with a renowned rapper and beatmaker who has worked with Nekfeu (top French rapper) to deliver a hit-quality standard record.

Results

First launched on Spotify and Youtube, it was then trending on Tiktok, on the most influential rap media (Skyrock, BooskaP), then on the biggest national media (TF1, France 3, Le Monde, Le Figaro), generating over 300 million organic impressions. The campaign was praised for opening up a debate on an undiscussed social issue.

The track

OCTOPUSTORE

An experiencial diving watch store,
straight from the abyss.

A shopping experience only a true diver could access.

Octopus watches
Direct, design, Retail and PR

Agency: Les Gaulois / Havas Paris
Creative partners: Benjamin Lecoz, Xavier Beauregard

To promote the unique water resistance of the Octopus watches, we created an underwater store accessible only to highly trained divers. Divers were invited to dive to a depth of 50m to order an exclusive edition. A digital tablet was attached to a lifeline, allowing the divers to swipe and select their favourite product. The watch was delivered by a real octopus straight from the abyss.

Award
Finalist Certificate, New York Festival 2019 ( Film Craft )

More work

TRANSAVIA AIRLINES (Air France’s low cost company)
Digital / media activation

Role on this project : Idea, writing and art direction
Creative partners : Cécile Rubin, Marco Venturelli
Agency : Les Gaulois - Havas Paris

AWARD :
Bronze, Cannes Lions 2016 (Cyber)
Bronze, Cannes Lions 2016 (Media)
Bronze, Cannes Lions 2016 (Promo and Activation)
+ 3 Shortlists, Cannes Lions 2016
Gold, Grand Prix Stratégie (Innovation)
Gold, Crystal 2016 (Digital)
Silver, Crystal 2016 (Media)
Gold, Golden of Montreux 2016

Countless movies leave us with the desire to travel… So what if watching movies on VOD could take viewers further ?

Transavia Airlines partnered with Canal+, the leader in VOD in France, to create Holidays On Demand : a simple viewing option available next to each film in the platform's catalogue. The curious who opted for HOD discovered that not only could they watch their film, but they could also instantly get the plane ticket to go and live it.
So Gladiator would take you to Rome, Notting Hill to London, Braveheart to Edinburgh and Casablanca to... Casablanca.
In total, more than 120 films were linked to Transavia destinations.

The results
5.5 million social media impressions led to a massive free media coverage.
More than 320,000 people tried the HOD experience, increasing ticket sales by 14%.

" Transavia’s Holidays on Demand is the perfect moment to book a film-inspired destination and ‘live the story’. " - Contagious

Holidays on Demand 1 desat.jpg
Gladiator 1.jpg
Snatch.jpg
Godfather.jpg
Holidays on Demand 7 (1).jpg

  • Dream it.

  • Build it.

  • Grow it.

  • Sell it.

ORANGE
Film / Social

Role on this project : Conception, writing, art direction and film-making supervision.
Creative partners : Benjamin Le Coz, Fabrice Delacourt
Agency : Publicis Conseil - Paris

Less than 30% of French people know the women who will represent their country at the 2019 World Cup.
Orange is launching a campaign to bring the country 100% behind it's national women's football team through this competition.

Results
Orange asked us to create a social media film and pool of content. The campaign took social media by storm: the French women's national team players shared the video massively and even some famous male stars like Blaise Matuidi tweeted their support. As a consequence of this effectiveness, our client decided to extend the media scale and bring the film onto TV (TF1 and BEIN Sport).

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Thanks Blaise 🤜 🤛

National team and PSG star

ELEPHANT BLEU
Print, Outdoor, and Digital

My role on this project : conception, art direction
Creative partners : Benjamin Le Coz, Daniel Perez
Client : Elephant Bleu - Car wash

AWARDS :
Boule Bleu, Club des DA (ADC) 2021

Elephant Bleu is the leading car wash company in Europe. The insight we found : a perfectly clean car makes every reflection beautiful. We made 4 visuals of these reflections. The viewer goes through two stages of reading : first he sees a beautiful landscape, like an impressionist painting, and then a figurative car detail reveals a second reading : it's actually the image of a reflection on a magnificently clean car.

This campaign proves that high quality creativity can be done for any brand. Even the most challenging. Because the harder the challenge, the more rewarding the result.

TRANSAVIA AIRLINES (Air France’s low cost company)
Data activation

Role on this project : Idea, writing, art direction.
Creative partners : Benjamin Le Coz, Stéphane Gaubert, Xavier Beauregard
Agency : Les Gaulois - Havas Paris

Awards :
Shorlist, Cannes Lions 2018 (Data Driven Campaign)

What's the first step people take when planning a holiday ? Googling it on Google Images.

Idea 
Transavia hijacked Google image's results with strategic visuals related to the user's research. This encouraged users to purchase real tickets instead of looking at pictures on the internet.

How ?
We inserted strategic images on Transavia.com, a website viewed by thousands, so the images would surface as top Google Images results.

Results
27897 clicks in 3 weeks
+ 6,2% of new unique visitors on Transavia.com
0 € paid media

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ACADOMIA - Cambridge English
Print / Outdoor / Film

Role on this project : Idea, writing, art direction and modeling supervision.
Creative partners : Benjamin Le Coz, Xavier Beauregard
Agency : Les Gaulois - Havas Paris

Bronze, Epica (Print)
In Book, Club des DA 2018 (Press)
In Book, Club des DA 2018 (Film)
Silver, Crystal 2017 (Art direction)
2 Bronzes, Crystal 2017 (Print)

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NIKE / INTERSPORT
Digital Activation and Web Film

Role on this project : Idea, copy, art direction and shooting supervision.
Creative partners : Benjamin Le Coz, Alexandre Drouillard, Xavier Beauregard
Agency : Les Gaulois - Havas Paris

Awards :
Silver, Crystal 2017 (Mobile)
2 Bronze, Crystal 2017 (Digital)

Winter is over, it's time to get back to running. Will you challenge Vivaldi and run as much as you can on the Spring ?

We asked the electro artist Nömak to remix the classic Vivaldi’s Spring to start a social-driven sport challenge. This challenge was then launched by 4 key sport influencers and Nike athletes. Meet them in this trailer :

A special rework of Vivaldi's Spring was composed and mixed by Nömak.

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