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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
Converse

Agency
Anomaly Amsterdam

Role
Senior Creative

How to hijack 43 million feeds with $0.50?

Context In 2015, Converse unveils its new icon: the Chuck II.

Mission How to make this II impossible to miss on Instagram?

Idea The Chuck II Filter, the world’s first branded filter for Instagram.

Above Case Study for the Chuck II Filter.

With a simple little piece of plastic, we found a way to hijack Instagram's sacred square and make the first-ever branded filter, breaking so the platform's strict rules.

Prototyping

The filter was designed to securely and simply attach to most phones while having the optimal effect for both photos and videos while taking into consideration each device’s crop factor.

Above Prototyping of the Chuck II Filter with Frolic Studio.

Manufacturing

We designed and manufactured 3.000 limited edition Chuck II Filters. And at only $0.50 per filter, all we had to do was box them up with the sneakers, and... BOOM.

UGC Examples

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)