I’m a French-American Head of Story with 16 years of experience across fashion, beauty, and luxury.
In a few words
I help brands speak with feeling — grounded in truth, elevated by emotion-inducing story.
With experience spanning agency, in-house, and freelance, I now lead storytelling at General Idea in New York, shaping brand narratives for global icons and emerging voices alike.
What I do
Creative direction & brand platforms
Campaign concepts, taglines, and manifestos
Narrative systems & tone-of-voice playbooks
Scriptwriting (film, social, press language)
Experiential & activation concepts
Projects
Coming Soon
ICON-LED RELAUNCH OF A CLASSIC AMERICAN SNEAKER FRANCHISE
COLLABORATION WITH GLOBAL FRAGRANCE HOUSE White-space brand creation from inception
GLOBAL FASHION BRAND A new invitation into the iconic world of the man himself
FOUNDING LETTER TO ANCESTOR for a beverage brand led by one of the most influential cultural figures of our time
COLE HAAN COMFORTABLE™ Owning the word for Cole Haan
Overview
Built around Cole Haan’s defining advantage—comfort—this platform debuted Cole Haan Comfortable™, a new signature tagline reframing professional footwear as style-forward, technology-backed solutions to the tensions of everyday life.
Role
Head of Story — Concept creation, brand writing, campaign tone of voice, copy strategy, language for film and stills
LIVE FOR SENSATION A hyper-sensorial celebration of feeling good in your skin for Savage X Fenty
Overview
Concepted the LIVE FOR SENSATION platform and ensuing campaigns, positioning Savage X Fenty as a tactile world of empowerment and sensuality, elevating inclusivity and playfulness through initiatives such as As Soft As I Am Savage, Made to Slay, Love your Way, and the debut men’s collection Made to Make Moves.
Role
Head of Story — Creative strategy, copywriting, campaign direction, storytelling
HERE TO PLAY With Puma x Fenty , Life Is a Beautiful Game
Overview
Developed the “Here to Play” platform and seasonal campaigns infusing sport and style with Rihanna’s playful irreverence. Invited audiences to “Meet the Players,” “Enter the Playground,” and embrace the idea that life is a beautiful game—captured through gravity-defying visuals.
Role
Head of Story — Platform creation, concept writing, seasonal campaign direction, storytelling
FUTURE HEIRLOOMS Naming a sculptural accessory brand born in the forest (EITTEM)
Overview
Rooted in the Gaelic word “eit”—a reference to placing quartz stones in streams to catch moonlight—this narrative inspired the naming of luxury walnut wood handbags, laser-sculpted in New York City’s Art District.
Role
Head of Story — Brand naming, narrative development, tone of voice
WE BELONG TO SOMETHING BEAUTIFUL Creating a community of self-expression for Sephora
Overview
Reframed Sephora from a global retailer into an inclusive global community. Developed a brand line and storytelling platform launched across 35 markets and still thriving as a long-term brand signature.
Role
Head of Story — Campaign and strategy narrative, launch manifesto, global tagline
IGNITE YOUR DREAMS Bringing wonder to Swarovski through an imaginary laboratory
Overview
Evolved Swarovski into a modern, aspirational brand through the Wonderlab rebrand—inviting audiences to ignite their dreams and see the world through a “maximal chic, boldly unique” lens aligned with Giovanna Engelbert’s vision.
Role
Head of Story — Storytelling, brand repositioning, copywriting, film, naming
COACH IT FORWARD An interactive campaign centered on the power of positivity
Overview
Launched in the wake of 2020, this campaign spread recognition and optimism with Michael B. Jordan and Jennifer Lopez at the helm.
Role
Head of Story — Campaign concept and narrative
SOMEWHERE IN LORO PIANA Turning simple into sublime
Overview
Conceptualized an emotional storytelling platform celebrating Loro Piana’s understated elegance through spontaneous, otherworldly moments of joy—captured by Jamie Hawkesworth.
Role
Head of Story — Narrative development, copywriting, storytelling
XO, KHLOÉ Getting personal with Khloé Kardashian
Overview
Shaped the fragrance launch into a heartfelt yet elevated expression of Khloé’s personal journey and resilience.
Role
Head of Story — Campaign concept, copywriting
FIND THE ONE Capturing the pursuit of the perfect pair of jeans for GOOD AMERICAN
Overview
Created a narrative centered on the intimate, insider knowledge of your favorite pair of jeans—and the confidence they bring to everyday life.
Role
Head of Story — Campaign concept, copywriting
LOVENOTES Making fragrance a universal love language with Ariana Grande
Overview
Crafted a romantic, whimsical world where each fragrance became a love letter to her audience.
Role
Head of Story — Campaign concept, copywriting, fragrance stories, language for film and stills
GO DEEP ON SKIN Transforming science-backed skincare with ZO Skin Health
Overview
Positioned ZO as the leader in results-driven, medically backed skincare with a platform encouraging commitment to skin—then “going deep” on every skin concern to redefine what “skin deep” really means.
Role
Head of Story — Concept, campaign ideation, narrative, messaging hierarchy, copywriting
WHERE WILL IT TAKE YOU? Turning Moroccanoil fragrance into a wanderlust journey
Overview
Created the platform and campaign narrative for Moroccanoil’s debut fragrance collection—an award-winning (Glossy Fashion & Luxury Award - Fragrance of the year) sensorial journey connecting beauty, emotion, and place.
Role
Head of Story — Platform creation, narrative writing, campaign copy, film language
JELLY CLEANSER Glossier’s mighty dream cleanser
Overview
Wrote the campaign film for Glossier’s Gentle Cleanser, channeling the brand’s minimalist tone to express the founder’s vision of products shaped directly by community feedback.
Role
Campaign concept, film scriptwriting
WAYS TO LOVE LA MER Giving the ocean an edge
Overview
Over five years, partnered with La Mer to craft some of the brand’s most creatively driven campaigns—moving beyond product-led storytelling through celebrity collaborations, artful film approaches and unexpected narratives.
Role
Creative concepting — Narrative writing, global campaign ideation, copy
LOUIS VUITTON Manifesting the spirit of travel
Overview
From watch campaigns to naming the brand’s YouTube TV channel, developed language emphasizing French sensibility, modern culture, and aspiration across brand initiatives.
Role
Naming, scriptwriting, concept ideation, copy
GENIUS IS BORN CRAZY Moncler’s tribute to fearless creativity
Overview
Celebrated Moncler Genius as a cultural movement merging fashion, art, and creative expression.
Role
Creative concepting — Campaign ideation and line
BOYS & GIRLS Kiss and telling with TOM FORD Beauty
Overview
Wrote the campaign concept and film, playfully using lipstick shade names to inspire a seductively fluid chain of events, shot by Inez & Vinoodh.
Role
Creative concepting — Concept development, narrative writing, film script
OUT OF LINE / STRIKE UP Naming a Collective for Adidas Women
Overview
Developed two campaign ideas for Adidas Women’s Collective, celebrating confidence, defiance, and self-expression in sport and style.
Role
Associate Creative Director — Concept development, copywriting
DECODED BY DIESEL Breaking the 4th wall of Advertising
Overview
Created a conceptual framework breaking the fourth wall of advertising—inviting audiences to embrace Diesel’s rebellious spirit through humor, honesty, and transparency.
Role
Creative Lead — Brand storytelling, narrative development, copywriting
Current & Previous Clients
Fashion & Beauty
Tory Burch
Tommy Hilfiger
Cole Haan
Savage X Fenty
Loro Piana
Swarovski
Coach
Moncler
Louis Vuitton
Prada
Marc Jacobs
Diesel
Eittem
Tom Ford Beauty
Khloé Kardashian
Good American
Ariana Grande
Boy Smells
La Mer
Estée Lauder Companies
Glossier
Summer Fridays
Spanx
Moroccanoil
ZO Skin Health
Wella Professionals
MAC Cosmetics
Moose Knuckles
Moon Boots
Bogg Bag
Lancôme Paris
AmorePacific
Lumene
Bonastre
Madina
Stuart Weitzman
Narciso Rodriguez
Origins
Bobbi Brown
Holt Renfrew
Luxury, Lifestyle & Spirits
Sir Davis Whiskey (LVMH × Beyoncé)
LVMH
Lugano Diamonds
Parent Company
Ferrari
Spring Place
Sports & Movement
Adidas Women’s Collective
Reebok
Puma X Fenty
Cultural, Retail & Institutional
CFDA (Council of Fashion Designers of America)
DKMS (We Delete Blood Cancer)
Redi (Ratner Early Detection Initiative)
Le Bon Marché
Bonastre
Spring Place
Le Bon Marché
Sephora
Concrete Projects
About
My career began in New York’s agency world — first at Ro New York and Spring Studios — where I learned to translate advertising ideas into stories that sell, seduce, and stay with people. From there, I led narrative direction for La Mer, The Estée Lauder Companies’ flagship brand, helping shape some of its most successful global campaigns.
Over time, I’ve moved between worlds — in-house at leading beauty brands, within agencies like Baron & Baron, Lloyd & Co., Code and Theory, Wednesday, and Grey, and through my own independent practice — working across both U.S. coasts and Europe. Today, I lead storytelling at General Idea, crafting narrative worlds for global names in fashion, beauty, and lifestyle.
Trained in fine arts and experiential design in Paris and Montreal, I approach every brand as a living world — one with both an inner and outer life, capable of thriving when given the right elements . I like to think of my work as bringing form and feeling into alignment with words, creating moments that are moving culture as much as they move individual people.