Paris • New York
Asics: a product campaign with no product shoot
For a sneaker brand, every new silhouette creates a content problem. Each model needs high-quality still life imagery across colourways, retailers and campaigns, and traditional shoots don't scale at that pace or at that cost.
ASICS came with a specific brief: showcase its latests silhouettes across multiple environments for a trade marketing campaign with Courir, one of France's leading sneaker retailers, using AI. The work started with the art direction. It defined how the shoe should live on screen: the settings, light, materials and mood that fit both the ASICS identity and Courir's audience.
The real output was the system behind the images. Models were trained on the product itself, so every stitch, texture and proportion stays true to the real shoe. Around them, a production pipeline turns a single art direction into a full range of still life images across environments. The result is studio-grade product photography produced at catalogue scale, without a shoot for each setting.
What began as one campaign is now becoming infrastructure: a repeatable system to produce still life photography for any silhouette, at the speed a sneaker release calendar demands.
Zodiac Nautic, bringing 130 years of French boating to America
Zodiac invented the inflatable boat, but on Instagram that legacy translated into likes, not leads. In the US, its biggest growth market, the brand wasn’t a legend yet. It was a challenger.
As the growth strategist coordinating Zodiac’s partners across Europe and North America, I built a full-funnel system: Meta campaigns and giveaways for awareness, boat shows, sea trials and dealers to convert, all fed by AI content at scale.
Proven in France and the Netherlands, then extended to the US: a cost per lead of $0.50 to $1, three times more US leads, and 25% of Zodiac’s Instagram following now coming from the US.
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As the growth strategist coordinating Zodiac’s partners across Europe and North America, I built a full-funnel system: Meta campaigns and giveaways for awareness, boat shows, sea trials and dealers to convert, all fed by AI content at scale.
Proven in France and the Netherlands, then extended to the US: a cost per lead of $0.50 to $1, three times more US leads, and 25% of Zodiac’s Instagram following now coming from the US.
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American Vintage: from Instagram conversations to in-store sales
For American Vintage, growth meant building a stronger presence in strategic markets like the US while bringing fresh momentum to its retail stores. Instagram offered an opportunity to turn audience attention into a new sales channel, with an impact beyond e-commerce.
We built DM campaigns around the “Inner Circle”: a community of people the brand could reach directly through Instagram. Exclusive content and offers gave audiences a reason to join and stay connected, creating an ongoing relationship rather than a one-off interaction.
The approach connected audience growth with retail activation. Instead of relying only on posts to reach followers, American Vintage could bring relevant offers directly into their inboxes and invite them to take the next step, online or in-store.
Since 2024, the channel has generated seven-figure revenue. In 2025, 70% of the sales it generated took place in-store. Instagram became more than a discovery platform: a direct line to the community and a measurable source of retail revenue.
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From Followers to Reachable Fans: Music & Entertainment
For years, labels built their audience on platforms they didn’t own. Artists had millions of followers on Instagram, but no direct way to reach them when an album dropped or a tour went on sale.
Starting with Thirty Seconds to Mars, then Polydor and Universal Music France, I turned Instagram DMs into the place where fans join the artist’s world: recruit them in conversation, qualify them with consent, then reach them one-to-one for releases, merch and tours.
Today the model runs across major and independent labels in Europe, the US and Latin America, with a 6.7% conversion rate on the audiences captured.
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Paris Saint-Germain: one club, two kinds of fans
Paris Saint-Germain has one of the largest fanbases in world football, but for a club looking to grow internationally, two questions matter more than audience size. How do you turn millions of US followers into customers you can actually reach? And how do you find the handful of fans who'll spend $1,000 on a jacket?
Over three years, the work covered both ends. In the US, an always-on programme turned the club's biggest moments on social, from Champions League nights to major events, into first-party data capture on Instagram. Every spike in engagement became an opportunity to capture, qualify and grow a US fanbase the club could reach directly. That base then fed D2C sales across merch, US match ticketing and exclusive collaborations with the NFL and MLB. Partnerships like the one with The Weeknd widened the net further, bringing in fans who came for the music and stayed for the club.
In Paris, the brief was the opposite: depth instead of scale. For the Jordan "Wings" collaboration, a premium capsule launched with a Fashion Week pop-up before rolling out online, the goal was to identify the high-spending die-hards ready to buy at luxury price points. The same capture-and-qualify system went to work, driving the right fans to the pop-up and then to e-commerce.
Two opposite challenges, one approach: know who your fans are, then reach each one with the offer that fits.
NDG Paris: zero to $1M in a year, without a single ad
NDG Paris launched in 2014, early in Instagram's golden age, with no ad budget, no investors and no industry network. The idea was elevated contemporary menswear, made in Paris, at a time when "Instagram brand" wasn't yet a category.
The brand was built entirely on earned attention: a sharp positioning, organic social, word of mouth, celebrity seeding, and a creator strategy years before creator marketing had a name. In its first year it went from zero to 100,000 followers and from zero to $1M in sales. It was worn by Kylie Jenner, Future, Chris Brown and Bad Bunny, and for its first five years it grew without any paid advertising.
Every part of the business was built in-house: branding and positioning, art direction, PR and seeding, fashion week events and showrooms, e-commerce and operations. That foundation took NDG into LuisaViaRoma, Revolve, HBX, Simons and more than 50 retailers worldwide, reordering season after season.
The brand has since repositioned from menswear to accessories and bags, with the US as its main market. The lesson that carried through every stage is that a brand people actually want comes first, and everything else is downstream of that.