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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
Make Love Not WallsDiesel
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The Chuck II FilterConverse
F*CK CARSVeloretti
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The World's First Wireless ExhibitionMuseum of Wi-Fi
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Museum of Wi-Fi

Side Hustle

Creative Director, Curator

How to turn Wi-Fi into an art form?

Context While most of us keep the standard NETGEAR-1581, Linksys_8A or UPC27458, some have decided to shake things up and take their Wi-Fi names to the next level. Inappropriate punchlines proudly shouted out to entire neighborhoods. Wireless, intangible pieces of graffiti that pass through walls, seduce girls next door, and mess with people, passive-aggressive style.

Mission As Wi-Fi has became a true new form of poetry, how to preserve all these wireless masterpieces?

Idea The Museum of Wi-Fi, a museum where there is literally nothing to admire but wireless signals on your phone.


Above The Museum of Wi-Fi was inaugurated in Amsterdam from the 10th to the 14th of January 2018 at Bradwolff Project.

The Exhibition

When you arrive at the Museum of Wi-Fi your first impression may be to feel fooled as there appears to be absolutely nothing exhibited. No frames on the wall, no sculptures, just an empty space. Except for this odd installation right in the middle of the room: a Wi-Fi router. Stare at it for hours if you like to, but don’t get this wrong: this ain’t some contemporary art

Above Please turn your Wi-Fi on and get lost in this endless gallery of wireless masterpieces.

If you grab your phone out of your pocket and go to the the Wi-Fi menu, there they are: hundreds of wireless masterpieces. Poetic radio waves floating in the air of the room, waiting to be admired.

The Wireless Masterpieces

The Museum of Wi-Fi exists to preserve these funny, silly and explicit Wi-Fi names found out there in our neighborhoods. Some are brilliantly badass, some are just purely gross. They all belong in the Museum of Wi-Fi.

The Posters

Above The posters for the Museum of Wi-Fi's Opening Exhibition.

The Opening Exhibition

The Website

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


2018 → Senior Creative @ 72andSunny Amsterdam


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


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

→ 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)

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)