I was the Global ECD for Stella Artois from 2008-2015, a period in which the brand grew to become the 4th most valuable beer brand in the world. During those years, we created a diverse body of work ranging from Film, Digital, Branded Content and Immersive Theatre Experiences, commissioning and working with talent such as photographer Bert Stern, Annie Leibovitz, illustrator Robert McGinnis, Directors Wim Wenders, Wes Anderson and Roman Coppola, Patrick Daughters, Fredrick Bond, Noam Murro, Ringan Ledwidge, Brian Buckley, titles designer Pablo Ferro , Immersive Theatre company Punch Drunk, musicians Marina and the Diamonds and Florence and the Machine.
LE APARTOMATIC (Dir. Wes Anderson)
RESPECT (Dir. Patrick Daughters)
SMOOTH ORIGINALS
Series of short trailers reimagining popular films and TV shows as if they were originally neglected French Nouvelle Vague films, ripped off by current studios and directors.
UP THERE
Initially a conventional painted billboard for Stella Artois, the project evolved into a 21-day stop-motion animation showcasing the intricate 9-step Pouring Ritual. It further transformed into a 12-minute documentary highlighting the fading tradition of hand-painted advertisements. Sponsored by Stella Artois, the film, named UP THERE, was screened at numerous short film festivals across the nation.
PERFECTIONISTS
Series of short films highlighting uknown Wimbledon stories to celebrate Stella Artois partnership with the famous tennis tournament.
RECYCLAGE DELUXE
We created a midcentury TV show (on youtube) to celebrate some of Stella Artois’s sustainability efforts. We wrote, shot and produced the show’s episodes in the same studios, using similar equipment than the popular BW variety shows of that time. Every episode had a musical guest. The following is clip of Florence and the Machine’s participation in the show:
PAPER BOAT (launch of Stella Artois Legere in Canada) / Dir. Bryan Bucley
TRIPLE FILTERED (launch of Stella Artois’ 4% in the UK) / Dir. Fredrik Bond)
SYMPHONY (in partnership with Andy Cavatorta)
LE APARTOMATIC (Dir. Wes Anderson)
RESPECT (Dir. Patrick Daughters)
SMOOTH ORIGINALS
Series of short trailers reimagining popular films and TV shows as if they were originally neglected French Nouvelle Vague films, ripped off by current studios and directors.
UP THERE
Initially a conventional painted billboard for Stella Artois, the project evolved into a 21-day stop-motion animation showcasing the intricate 9-step Pouring Ritual. It further transformed into a 12-minute documentary highlighting the fading tradition of hand-painted advertisements. Sponsored by Stella Artois, the film, named UP THERE, was screened at numerous short film festivals across the nation.
PERFECTIONISTS
Series of short films highlighting uknown Wimbledon stories to celebrate Stella Artois partnership with the famous tennis tournament.
RECYCLAGE DELUXE
We created a midcentury TV show (on youtube) to celebrate some of Stella Artois’s sustainability efforts. We wrote, shot and produced the show’s episodes in the same studios, using similar equipment than the popular BW variety shows of that time. Every episode had a musical guest. The following is clip of Florence and the Machine’s participation in the show:
PAPER BOAT (launch of Stella Artois Legere in Canada) / Dir. Bryan Bucley
TRIPLE FILTERED (launch of Stella Artois’ 4% in the UK) / Dir. Fredrik Bond)
SYMPHONY (in partnership with Andy Cavatorta)