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.

Client
Google

Agency
72andSunny Amsterdam

Role
Senior Creative

How to fuel the ever-changing interests of an ever-changing generation?

Context For young Germans nothing is ever defined. They are work-in-progress, their identities not singular but diverse, and this is how they live their lives. There’s always something else to do, something else to be. No contradictions, just constant collisions.

Mission To show them how Google Search can fuel these collisions and help them come as they are.

Idea Search Sounds, a mobile-only experiment that visualizes unexpected collisions of trending search queries in Germany, in a way that’s never been done before.

Website searchsounds.withgoogle.com

Above Launch Film for Search Sounds.

Sampling Searches

We worked with Berlin-based DJ and producer mobilegirl to turn Germany’s rising search trends into sounds. 'Upcycling' became a saw cutting a wood board. 'Cosplay' became swords slashing. 'Zero waste' became the crunching of plastic bottles... We sampled sounds for 'Ramen', 'True crime podcasts', and every search request in between.

A Mobile-first Experiment

Then, we brought the samples together into a mobile-first auditory experience letting people express the collisions they're made of, in music.

Much like the unexpected things we learn every day from Google searches, Search Sounds mashes up noises into unexpected combinations. Each sound effect is accompanied by a playful animated visual, making it a multi-sensory experience. Once people browse the collection and pick three trends, the experience collides them together into a song and creates a video they can then download and share.

Awards & Press

FWA
FWA OF THE DAY (September 6, 2019)

Indie Mag
Mobilegirl Is Taking Google Searches And Turning Them Into Sound

Horizont
Warum Google Suchanfragen in Musik verwandelt

Radio Hamburg
"Search Sounds" - Das ist das neue Tool von Google!

Since 2018, I've been working at 72andSunny Amsterdam on brands such as Axe, Coca-Cola, Google and Under Armour.

Current

2022 → Creative Director
@ 72andSunny Amsterdam

Past

2020 → Associate Creative Director
@ 72andSunny Amsterdam
2018 → Senior Creative
@ 72andSunny Amsterdam
2017 → 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

Torrents of Truth
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

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)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

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)