Selected work
Featured work.
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Apres-Ski campaign Creative Director
Editorial direction for an international acai brand's winter activation, pitched as an apres-ski moment, not a bowl of fruit.
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Concept, casting, styling, location, and photography direction all held to a single quiet-luxury register: mountain interiors, considered wardrobe, and the product treated as a garnish inside a wider scene rather than the hero of a supermarket spot.
The campaign carried the brand's shelf story into an editorial reading, sharpened and restrained, without losing the category's warmth or its seasonal energy.
Delivered as a stills-plus-motion package the brand could cut across paid, organic, and in-store use. It reads closer to a resort campaign than to fast-food advertising, which is the register the season was asking for.
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Brand and growth Brand and Growth Lead
Joined a foil sports business to own brand and growth, and turned a technical niche sport into an accessible lifestyle experience.
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Rebuilt the site and the conversion copy, directed the content engine and photography across Narrabeen Lagoon, Long Reef, and Rose Bay, and wired the booking and automation stack from first enquiry through waiver, payment, and check-in.
Wrote and shipped a full offer architecture, covering First Flight, private, group, and wing progression tracks, so a beginner could self-select a path without being talked out of it.
Grew the community by lowering the barrier to entry without diluting the work, turned the academy into the category reference point for entry-level foil in Sydney, and set the brand up to scale beyond one operator's calendar.
Visuals: site, content and photography direction, Charles Chevojon.
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Coastal experience brand Brand Strategist
Repositioned a watersports rental into a premium coastal experience brand, with a community past 8,000.
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Held the brand system end to end: name, mark, palette, visual identity, tone of voice, activity design, product offer, booking flow, content engine, and photography direction. One voice throughout, with no borrowed style.
Designed the Jungle Cruise, the Sunrise and Beachside Breakfast, and the event programs from scratch. Built the partnership stack across venues, brands, and athletes, and grew a following that showed up in person, not just in the feed.
The venture is closed, and the work stands as proof of the practice rather than a business on offer. Sunlark became the reference point for how a Sydney coastal experience looks and feels on the water, and the case study that started the creative direction practice this site is built around.
Visuals: brand identity and photography direction, Charles Chevojon.
Studio
Photography, directed end to end.
Images you can use everywhere, inside a brand that looks like itself.
How it works
Three steps. No surprises.
Brief
A short call or a written brief. What you have, what you want, and what is in the way.
Direction
Positioning and creative direction agreed before anything is produced. No production without a locked direction.
Delivery
The work, to the standard the direction set. Two rounds of refinement included.
You deal with the person doing the work, not an account manager.
Services
Three services. One direction.
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Photography and aerial
Coastal, aerial, lifestyle and interiors, shot on location for campaigns, packaging and editorial. No stock, no composites.
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Creative direction
The look, the feel, and the rules behind them. One direction a team can follow without it drifting.
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Brand strategy
Positioning, audience, and the words that go with them. Retained, or a single senior opinion when you need one fast.
Who you're working with
English and French, between Australia and Europe, with projects taken worldwide. Previously: brand and commercial roles at Sanofi Opella (HQ France) and Carre Destinations.
Start a project.
Tell me about the space, the brand, or the concept. I reply within two business days.