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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.
Torrents of TruthNebo x 72andSunny
CR7 DecentralizedBinance
Behind The SourceHackYourFuture
Grind Now Glory LaterUnder Armour
Make Love Not WallsDiesel
A Space Force RedesignUnited Earth Space Force
GIVE-A-SHEETWorld Health Organization
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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72andSunny Amsterdam

Creative Director

How to let CR7's fans own a piece of the legend?

Context Binance is the world’s leading crypto marketplace, on a mission to decentralize the world; breaking barriers to include everyone, everywhere; changing the way we pay or invest; reinventing fandom culture. But more than ever the web3 still feels like a techy dream for the nerdy few. Will it make it or break it?

Mission With a little help from Earth’s most followed, most famous athlete, we embarked on a journey to change that—taking the real value and potential of crypto, NFTs and blockchain to... literally EVERYONE.

Idea Introducing CR7: Decentralized. A pantheon to Cristiano Ronaldo. Built in web3. And for EVERYONE to own.

Above Case Study for CR7 Decentralized.

Above Launch film for CR7 Decentralized, directed by Ernest Desumbila and post-produced by Sauvage.

A pantheon built in web3

It’s made of 7 monuments, each immortalizing a defining chapter in the life, career and legacy of Ronaldo.

Above The Coronation.

7 moments of football history, sculpted piece by piece, and minted as unique crypto-collectibles.

The 7 collectibles

Above From Cristiano’s first steps on the pitch, to the day he changed football forever, Manchester, the Coronation, the Restoration, taking the game to new heights, and winning everywhere.

3 levels of rarity

Above Each drop came in 3 levels of rarity (Rare, Super-rare, Legendary) allowing numerous but also die-hard fans to own ultra-rare moments of CR7’s odyssey.

7 Drops

The collectibles were launched in 7 successive drops on the Binance NFT Marketplace.

69,815 Owners

Each drop sold out within hours, but the collectibles are still being exchanged between fans on Binance as we speak. In the end 149k joined us on Binance and more than 69k eventually got their hands on their own piece of the legend.


The campaign was forged in the metaverse by a bunch of incredible people.

Ernest, Llbert, and everyone else at Sauvage and Iconoclast. Matteo, Natasha, Tom, Blaz and the rest of the gang at 72andSunny. Stacey. They all went to the moon (and back) so that CR7 could land into Binance's web3.

Above VFX Break-down for CR7 Decentralized.

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


2022 → Creative Director
@ 72andSunny Amsterdam


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


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)

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

→ 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)

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

Search Sounds
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
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)