Turning emotion into a brand moment

Valentine’s Day is a key emotional and commercial moment for Marionnaud. For this campaign, I led the creative direction to transform a seasonal activation into a strong brand statement, balancing desirability, emotion, and performance.

My role
As Head of Creation, I owned the creative vision from end to end, ensuring the campaign felt both emotionally engaging and perfectly aligned with the brand platform.

What I did
Defined the creative concept and narrative, rooted in emotion and intimacy
Set the art direction (visual universe, mood, colors, photography style)
Oversaw the campaign’s 360° deployment, from concept to execution:
Digital assets (website, emails, social, paid media)
Retail communication (in-store visuals, POS, window displays)
Print and brand collateral
Coordinated teams across marketing, merchandising, retail and production
Leveraged generative AI during ideation and visual exploration to accelerate creative iterations and refine the final direction

Creative leadership
I acted as a creative orchestrator, aligning stakeholders, inspiring teams, and maintaining a high level of creative quality under tight timelines.

Impact
Delivered a cohesive, emotionally resonant campaign across all channels
Strengthened brand desirability during a key commercial period
Increased speed of execution while preserving creative excellence