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Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.
Behind The SourceHackYourFuture
S-ParkWhatDesignCanDo
Make Love Not WallsDiesel
CAR-2-BIKEVeloretti
Search SoundsGoogle
The Chuck II FilterConverse
F*CK CARSVeloretti
Axe MusicAxe
The World's First Wireless ExhibitionMuseum of Wi-Fi
The High Five GloveGimme
The Anti-Foot CanOrangina
You Don't Know OperaDutch National Opera
Follow TrêveFrance Gallop
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Client
Axe

Agency
72andSunny Amsterdam

Role
Senior Creative

How to make music move people closer?

Context Building on the launch of its AXE Music platform with a partnership with Martin Garrix—#1 DJ in the world—AXE set out to move people closer, with every beat and every spray.

Mission To showcase the power music has to move people closer, and install AXE as the ultimate attraction-enabler.

Idea To celebrate one of the most intimate and most recognisable moments in music: sharing headphones with your crush. Yes. Remember. This moment where there was this tangible link between you two. An Ariadne's thread made of electricity, of music and magic. And it made your little hearts beat in unison, the time of a song or two.

Above Music Video for These Are The Times by Martin Garrix.

Launch

The song was an instant hit both within Spotify, Youtube and beyond. With the momentum of the music video, we built an emotional connection with millions of our guys.

UGC

This time, even fans where able to be a part in the video. We asked them to share their headphone sharing moments on TikTok. Then Martin picked his faves and now look at these lovebirds!

Above User generated headphone sharing moments once integrated in the music video.

Retargeting

Hundreds of personalized assets retargeted everyone who watched the music video. Ticket giveaways, or just a 'Hi!' from Martin himself. We definitely brought him closer to his fans.

Limited Edition

Turning brand love into business results, together with Sony we launched a limited edition Martin Garrix body spray that even included the headphones from the video. It got sold out in every market within a couple of days!

Making-of

And then there's this: a behind the scenes and making of the video that you can only access if you have the can.

Since 2018, I've been working as Senior Creative at 72andSunny Amsterdam on brands such as Audi, Axe, Google and HackYour­Future.

Last

2018 → Senior Creative @ 72andSunny Amsterdam

Past

2018 → Associate Creative Director @ Anomaly Amsterdam
2015 → Senior Creative @ Anomaly Amsterdam
2013 → Senior Creative @ Fred & Farid Paris
2012 → Art Director @ Magic Garden
2010 → Art Director @ TBWA Paris

Awards

Behind the Source
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)

→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)