Pen in one hand, camera in the other: I move between
brand storytelling, content creation and global marketing strategy.
Editorial Series
“À la sauce de la NG”
À la sauce de La Nouvelle Garde mixes French culinary culture, education and brand storytelling in a format that’s both useful and entertaining. Designed as a rendezvous rather than a one-off post, it has been running for two and a half years.
Opening Campaign Concepts • Bordeaux,
“Les 3 actes de la Brasserie Vinatier”
For restaurant openings, I develop social campaigns around strong storytelling concepts,
working hand in hand with videographers from the first idea to the final cut.
Acte 1 : The Setting
Introducing the space and decor.
Acte 2 :The Cast
Bringing the restaurant’s people and personalities into the story.
Brand Collaborations
Le Creuset × NG
A series of three videos, each built around a different Le Creuset product and its own creative angle. The first, shot right after the Bordeaux opening, features a Bordeaux-inspired recipe: hay-smoked duckling with a cep gratin.
Acte 3 : The Opening
The restaurant comes to life.
Social Content • From snackable content to storytelling
Alongside the bigger campaigns, I create day-to-day content for Instagram and TikTok, from spontaneous formats shot on my phone to more produced pieces built with videographers: dishes and places, behind-the-scenes, team personalities, producer visits, trends and reactive formats.
June 2023 – June 2026 · Paris, France
I’m involved in pretty much everything that shapes how the brand is seen, heard and experienced.
From brand strategy and storytelling to campaigns, creative partnerships and the less glamorous operational side of things, I work across the many moving parts that make a restaurant group feel cohesive, intentional and slightly more alive than your average brasserie.
I define and maintain the brand’s voice across platforms and touchpoints, overseeing copywriting for social media, websites, menus, newsletters, press releases and other communication materials.
I also lead content strategy and creation, developing original video concepts, creative angles and scripts, sometimes filming and producing content myself, sometimes collaborating with videographers to bring bigger ideas to life.
Beyond content, I develop brand collaborations and marketing activations that extend the group’s identity beyond its restaurants. Some of our greatest collaborations were made with Le Creuset, Le Bon Marché, Le Bon Coin or Gift shop.
I also oversee all press strategy, marketing tools and operations, including CRM platforms such as SevenRooms, making sure the communication strategy connects with the customer experience and what happens on the ground.
My role sits at the intersection of editorial direction, brand strategy and hands-on execution, with a foot in the creative thinking and the other firmly in the day-to-day reality of hospitality.
Book Launch Campaign for
Cuisine de Brasserie
A humorous Christmas menu cooked by two of our chefs to launch the cookbook Cuisine de Brasserie. In the restaurants, an flyer with a QR code in every bill holder invited guests to scan, watch and comment for a chance to win the book and table at the brasserie.
Paris / Nashville / Hong Kong
Krug x The Carrot Chapter
For a project with Krug Champagne, I conceived and led a series of interviews with three chefs: Cassidee Dabney in Nashville, Arnaud Faye in Paris and Vicky Cheng in Hong Kong.
The starting point was almost absurdly simple: carrots. From there, I developed an editorial thread to explore each chef’s world — their gestures, obsessions and the way they think about food, and how it shapes them.
Working hand in hand with the video director, I shaped the storytelling, creating a cohesive narrative across three very different culinary worlds. I also handled the editorial preparation and conducted the interviews on set, finding the balance between structure and spontaneity to capture moments that felt both intimate and cinematic.
It’s the kind of project I’m particularly fond of: where storytelling, gastronomy and visual language meet.