Fifteen years finding the idea that makes everything else make sense — Saatchi & Saatchi, Anomaly London, Founders Factory Paris, FUTURESTANDARD. The work below is a selection of brand territories built, concepts launched, and narratives that landed.
FUTURESTANDARD · 2024–Present
Testing the Future of Luxury
AI-powered foresight engine and venture studio. We help luxury brands and Maisons predict and prepare for the future through experimentation, data and creativity — incubating brands at the intersection of media, luxury, new consumer behaviours and AI.
futurestandard.net
FUTURESTANDARD · Signals Machine
AI Foresight, Every Monday
A proprietary low-code AI signals machine that scans and synthesises emerging trends across luxury and culture. Delivered as a weekly confidential briefing to luxury leaders every Monday at 9am CET — a live replacement for traditional trend forecasting, tailored and actionable.
View the Signals Machine
Founders Factory Paris · Kering · 2017–2022
KNXT — Luxury's Next Chapter
Built from scratch for Kering: a platform to ideate, validate and test new luxury concepts with a GenZ and GenAlpha consumer community. Full brand narrative, community voice and editorial direction — from name and territory to live platform. Today: a cutting-edge luxury fashion space curating innovative design and avant-garde concepts.
Founders Factory Paris · Chanel · 2017–2022
Chanel 2050 — Innovation Thesis
Led the team that defined Chanel's long-horizon innovation thesis and luxury 2040–2050 investment strategy. All concepts, territories and strategic frameworks referenced in the press coverage were developed by the team under my creative and strategic direction.
Confidential — available on request
Press coverage — Carnets du Luxe
Founders Factory Paris · Aviva · Fintech
Caraval — Pension for Millennials
White-space identified in retirement for millennials via market analysis and open banking protocols. Brand positioning, concept and investment narrative formulated from scratch. Raised at Founders Factory investment committee. Subsequently raised a €250K angel seed round independently.
getcaravel.fr
Anomaly London · LEGO · 2014–2017
LEGO — Pan-European Campaign
Built on the creative strategy defined with the team at Anomaly London. A pan-European campaign demonstrating the creative rigour of this period — where brand idea, cultural insight and execution were held together under a single conceptual frame.
Watch on Vimeo
FUTURESTANDARD · 8882 · Active Engagement
8882 — Radical Repositioning of a Heritage SPF Brand
End-to-end creative and strategic ownership of a heritage luxury SPF brand: from brand strategy and concept through to execution, with full accountability across creative direction and live data performance. The new radical positioning — built around high-altitude and mountain territory as an ownable brand space — is live and outperforming the previous iteration across all key metrics. The before/after tells the story.
Research Paper · Luxury Cosmetics
The Future of Luxury Cosmetics
Authored a foresight report — Global Warming Beautiful — examining the intersection of climate anxiety, skin health and luxury beauty positioning. Subsequently acquired by major luxury cosmetics groups. One of several research papers written on the future of luxury.
Available as attachment
Founders Factory Paris · Local · 2019
Local — The Shop That Grows What It Sells
Retail concept using high-yield vertical farming to sell produce grown on-site. Live for one month as a brand and business model test. Featured in L'Avenir, Retail Detail and Elle.
Press — L'Avenir
Home Essentials · Belgium · TV-driven
Ringos
Flemish e-commerce brand built on distressed TV inventory. DR-style conversion architecture, daily deal format, mobile-first. 55+ female demographic via the 9pm national TV traffic peak.
ringos.be
Car Accessories · French Market
autoauto
French car accessories brand built around petrol pump OOH advertising — distressed inventory at the precise moment of consumer relevance. Full brand concept, positioning and digital build.
autoauto.club
Executive Content · Belgium
The Modern Exec
Editorial brand for the contemporary Belgian executive. Built on undervalued digital media inventory and owned content channels.
themodernexec.be