The hardest part is to sell our creativity to people who do not understand it. And it is a great satisfaction when finaly they agree because they see the visibility and result it give .

question Please give us a brief bio of yourself.

I fell into web in 1997. At that time, I was already attracted by the creation of impressive websites with the use of 3D and animations. I was 15 years old.
After graduation I went through different jobs for luxury advertising companies and post-production companies : digital art director, front-end developer, motion designer, motion art director, video director, Digital compositor, 3D artist  generalist.

Today I manage Spellwood as creative director, digital and film agency, to make creative and innovative communications for brands who believe in high-impact digital experiences for omnichannel customers : digital connected store, integrated communication, brand content.

What do you do for inspiration?

I look around, get inspiration from my environment, web, TV, art. It is hard to not  be influenced but I try to create unique things with fresh eyes and an open mind.

Please list 3 of your favourite sites.

CGSociety, Deezer, FFFFOUND

What do you regard as being your biggest achievement?

There is a lot of things that I consider as being my biggest achievement. It depends on the perspective. When I have worked for the biggest luxury brands  when I had the opportunity to work for ILM when I joined Rodeo FX company in Montreal and the creation of Spellwood agency.

There is also unseen project that I am proud : "Santa Interactive Experience", a flash motion capture game working with a simple webcam on every computer and ipad. Today with Kinect and Leap motion it is obsolete but when I started this project, that was something new.

I was very glad  when we got an FWA with this technology applied over men's Luxury ready to wear website many years after.

How many hours do you work each week?

A lot, really. I am passionnate and multidisciplinary. 2 time-consuming things.
I do not want to look back and regret not having done everything to run my new digital and film creative agency.

How do you relax or unwind?

I like walking in Paris, to play music, video games, nature walk.

If you weren't working on the internet what would you be doing?

I started my studies in environmental and forest management : l'Ecole Forestière de Meymac.

The word "
spellwood" is a half nod to my early studies.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

When ideas come alive.

The hardest part is to sell our creativity to people who do not understand it. And it is a great satisfaction when finaly they agree because they see the visibility and result it give .

What's the longest you've ever stayed up working on a project?

1 year but it was a personal full CGI 3D short film.

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

My career consists of random events, sometimes deliberately provoked.

What software could you not live without?


How many projects does your company juggle at any one time?

We are 2 to 5 people team, but we can handle easily 5 projects because we can grow up thanks to our network, managing large team.

 question In terms of software, is there anything new you have been playing with lately or that has impressed you?

It is not new but I like ipad Procreate with my Intuos creative stylus pen. I draw a lot of rough and matte painting :)

 question Who do you rate as being the top 3 design companies?

Hello Monday, anonymous, les 84. A lot of good design companies are unknown.

 question Who is your target audience?

Luxury, fashion, and every brands who believe in high-impact integrated experiences for their growth, creative visual identity etc.

 question Are there any websites that have shone through as being pioneering in the last 5 years or so?

Many sites have been pioneers.

 question Has winning FWA awards helped you in any way?

It helps. We had good visibility and team got satisfaction.
When I started my studies near 2000, I was in one of the first Higher National french school  learning new digital technologies. We already talked about FWA and a lot of people wanted to get one. This is why it became so important for digital designers and companies.

 question When dealing with major clients, how difficult is it to meet the needs of such wide target audiences?

Well, it is not so difficult because we work in a team with digital experts and we exchange ideas.

 question What did your very first site look like? Is it still online?

My very first was about video games. Too old to be online.

 question Have you written any books, if not do you plan to?

No. Indeed I had already thought about it.

 question Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

Yes, sometimes I need to stop thinking and relax for 2 days or more.

 question What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

Burberry digital store, because it is the direction we go in at Spellwood. We started making digital store with The House of Eyewear luxury eyewear store. It is far from Burberry but we definivly go in that direction.

 question Have you been a part of a campaign that was rooted in digital and THEN reached over into other consumer touchpoints?

Yes, for The House of Eyewear luxury store.

The website was made to attract clients to visit the real store.
We make the concepts, the digital identity, photographies, website, film and social networks connection with a blog.

You can see full 360° eyewear online and test it in the real store. When you are in the store, you can visit the website on a tablet and we take an instagram picture of you with your favourite eyewear. The film we made about The House and the optician work will be displayed on a screen in the future.
Spellwood believe in digital connected store.

Did this happen organically or was it a part of the plan from the beginning?

It was a part of the plan, I write these ideas on the quote.

The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the hurge to solve the problem using all mediums necessary?

Definitivly, that is why I have created a digital and film agency, able to think a campaign over interactive and connected devices, but also print and video.
We need to mix mediums particularly when the targeted age is broad or young.

Looking 10 years in to the future, how far can websites go?

The future is already there with connected devices : a subway screen advert, your home, your kitchen, products in a real shop with extra infos displayed on your mobile allowing you to buy it online, to take your order away without having to queue up, drone etc...

Electronic papers will bring interactive digital websites and video advertising everywhere :)

Of all the websites you/your company have produced, which one are you most proud of?

I am proud of the identity we made for Montessy, known as Luxury men's ready to wear FWA.

We make a commercial film with only an old camera with a very good result, good photographies and a website with our own motion capture technology. And we were only 2 people.

We are very happy to have won this award with Nadia Bouhabila !

What was the toughest thing you ever did with Flash? How long did you spend on it? Is it still online?

My first e-commerce website was full flash and it was very painfull, I was young.

Do you think Flash is here to stay?

Flash allows great solutions to publish over multiple devices with Air using the same code and it is reliable. I think we can trust it for big interactive and games projects.

 question There is perhaps a shift in web use these days. We are seeing a decline in the purely experiential sites in flash with huge production efforts, to a relationship with clients based on tools and services,  that many times have simples interfaces. How do you see that trend developing? Will Flash suffer?

I think connected devices are the future but it can be experiential because brands need high-impact image and digital artists need to experiment. Ecommerce did not kill experiential sites in flash.

 question What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

Yes, someone can learn without educational experience. I am self-taught first. But it will be harder.

Sadly, it is easiest to come from a renowned school here in France. It allows  opportunities, they have good teachers, they give help to get hired into the best place with a good salary.

When you come from an unknown free design school like me, you need to work twice hard because you have to make your own creations and portfolio without help to get hired for your first job.

 question If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

Get inspiration from everywhere, learn a bit of everything to test what you really like to do, find a mentor.

 question How do you keep up with the latest capabilities of Flash or do you rely on other members of you team to do this?

I browse the web, I keep me up informed, I watch new technologies every weeks.

 question What would be your ultimate vehicle to travel in?

A flying one

 question When your company was just getting started, what did you find was most effective for getting new clients?

My company is just getting started and we are full of ambition to meet our new clients.

 question How have you learned so many Flash/design skills and techniques and can you offer any advice for newbies?

I had a very tiny java programming course and I have learned flash programming by myself with online documentation.

 question How do you keep your finger on the pulse of the latest web trends?

I browse the web.

question There must be a project that you have always dreamed of doing, what is it?

A movie.

 question What does the future hold for your company, or you as a person?

We believe in cross media advertising campaign and high-impact digital experiences.

We want to develop our web and film services but also digital connected real store. We have the expert team and skills : digital, video/film, interactive installation with motion capture, augmented reality.

It gives customers new experiences, changing the way we sell products.

 question What is the most expensive thing you have bought in the last week?

My housing rental.

 question What type of overcoat do you wear when Flashing, basically are you a labels man?

I wear classical clothes.

 question It has been a privilege, thanks very much

Thank you we are very glad to be interviewed by The FWA.



Spellwood digital and film creative agency
Spellwood digital and film creative agency

Aschobi Fashion show backstage at Le Bristol

Montessy Luxury ready-to-wear commercial

Santa Interactive Experience ipad motion capture game Demo video

Eyewear film for a digital store

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