I’m a Creative Director based in Paris, working at the intersection of creative direction, systems thinking, and organizational design.
I have always been fascinated by systems, precision, and understanding how things work. That fascination led me to study Mechanical Engineering (M.Sc.) in Paris. At the same time, I was equally drawn to creativity—to aesthetics, identity, storytelling, and the power of ideas to move people. What looked like two different worlds never felt separate to me. They were simply two ways of exploring the same question: how do people, ideas, and organizations reach their highest potential?
For more than twenty years, working in New York and internationally across editorial, luxury, advertising, production, consulting, education, and more recently AI transformation, I've continued exploring that question.
Inside creative organizations, I became obsessed with one challenge: how to consistently produce the best possible creative outcome with the people, time, and resources available?
That's where my engineering mindset meets creative direction.
Throughout my career, I've designed and transformed creative production systems for organizations including Bloomingdale's, Target, Theory, Helmut Lang, Victoria's Secret, and The Home Depot. Whether building systems from the ground up or transforming those already in place, my work aligns people, creative direction, workflows, and tools so that scale doesn't dilute quality—it amplifies it.
Over time, I found myself refining creative frameworks, production systems, communication, team dynamics, leadership, and creative environments—not as separate disciplines, but as interconnected parts of the same system. Every project became another opportunity to observe, test, refine, and connect these ideas until what began as individual solutions evolved into a coherent methodology.
That methodology became Creative Engineering™.
Today, I apply Creative Engineering™ through creative direction, consulting, education, and strategic partnerships, helping organizations design the conditions in which creative excellence can scale without losing its identity.
Everything I do is driven by the same ambition:
Designing the conditions that make creative excellence inevitable.
©2025 Square Meter inc. All rigths reserved.