Tuesday, September 15, 2009


After a summer filled with incredible collaborations in New York and Montreal, I have been kidnapped by the wonderful folks at CP+B and will be joining their team. I am looking forward to this new adventure. This is my new home:http://www.cpbgroup.com/#cpb

Sunday, February 8, 2009

Friday, February 6, 2009

new adidas originals website

explore more of the three stripes brand online at http://www.adidas.com/originals
browse the collections, see the virals, witness the biggest house party of all time!

Monday, December 1, 2008

adidas ss09

The last year of work was dedicated to developing the 2009 adidas originals global campaign & communication,  from brand hierarchy to visual platform, from stores, to web, to tv and print, to amazing event launches around the world.  so stay tuned!

Here is a sneak peek at the first 60sec. spot.

Tuesday, March 11, 2008

adidas original stores

project: rethinking the retail space and brand experience of the adidas orignal stores worldwide.
photographs from the new york and berlin stores
work done at sidlee, architects aedifica

Monday, March 10, 2008

83 original ways to successfully launch a campaign

a collection of images from the different launch events of the adidas/diesel denim collection around the world
see the whole campaign at http://diesel.adidas.com

83 original ways to successfully waste your time

adidas+diesel denim collection campaign

The unconditional approach to individuality and expression shared by both brands is presented in the first Originals Denim by Diesel below-the-line campaign to celebrate both authenticity and originality. The general concept behind the different campaign executions is the expression of “83 original ways to successfully waste your time.” It presents playful, inspiring ways to celebrate originality by encouraging open and uninhibited self-expression. 83 inspirations will serve as an invitation for the public to share their ideas inside adidas Originals stores, online and at different events.

work done at sidlee

Thursday, August 16, 2007


As part of the city exploring process I started with the Potholes poster series, I went on a new hunt for Montreal stories worth telling.

In order to retrieve parts and bits of my city, I spent a day walking its streets with wide sheets of paper and retracing found objects and textures like , bike wheels, nails, electric cords, pieces of toast. The result: you can wear a part of montreal.

work for Sid Lee Collective

Thursday, May 24, 2007


My Nids-de-Poule poster series has just been selected by the Hong Kong Heritage Musem to be exposed at the 2007 Hong Kong Poster Triennal and to be featured in their catalogue. The trienal opens on November 24th.

This poster series is part of a collective creation and exhibition celebrating Montreal's nomination as a UNESCO city of design. I akways thought that beauty and the sense of unique lays within the citiy's imperfections (if anything, its potholes are at least as impressive as it 1976 olympics) So asphalt became for a few weeks my canvas for ephemere urban interventions that surprised passers-by, offuscated a few landlords, annoyed people stuck in traffic and generated quite a buzz amongst design afficcionados.

The medium used was actylic based paint, applied directly onto the asphalt, and it lasted for about 4-5 weeks.

Wednesday, May 23, 2007


The NY ICFF experience has been absolutely amazing. With over 1000 persons at the CITE gallery on the launch night and a few hundred other during the weekend, my sofa collection has recieved great reviews from visitors, afficcionados and the press. Here are some pictures of the event.