AURÆ is a studio for editorial direction, creative systems and living culture, designed for the AI era.

Editorial direction is the craft I come from - twenty years designing what brands, institutions and cultural projects say, how they say it, and how the teams that produce it are built.

From editor-in-chief and creative direction roles to long-form architectures sustained over years, the studio is built around it.

Around that spine, two other disciplines that have grown out of the same practice.

Creative systems design (Human + AI), to bring AI into creative production while keeping the audience, the aura, and the people that made the work matter in view - anchored in the Creative & Ethical AI Lab I launched at Publicis in 2022.

And living culture & inclusion programs, to design the internal systems that make a culture actually shift, before the brand starts talking about it.

Alongside client work, I run Imagination Labs, a space to prototype the futures I'd want to live in.

LET'S TALK

What I do ?

Clients I have worked with :
Coty, Ralph Lauren, Opéra de Paris, Mercedes, Gucci, VINCI, Estée Lauder, L’Oréal, Sephora, BNP Paribas, Renault, LVMH.

  • Editorial direction is the discipline I come from.

    Trained as a journalist with reporting work for Groupe Canal, TV5 Monde and Lagardère, I became editor-in-chief of one of the first French digital channels dedicated to women's economy, under Alain Weill's sponsorship.

    From there, editorial direction has been the spine of my career - at Sparkle Inspire, the editorial & production studio I founded and ran for eight years, and at Publicis, where I co-built Art & Stories, the group's first storytelling-native production department, directing creative and editorial teams of 30+ across strategy, design, copy and production.

    My main missions

    Rédaction en chef for events, masterclasses, summits and platforms

    Long-form architectures sustained over years, from ambassador programs to content studios aligned across geographies, documentary series, brand films, scripted immersive formats.

    When the brief calls for it, I bring AI into the workflow.

    Past collaborations span luxury and beauty (Ralph Lauren, Coty, L'Oréal, LVMH), mobility (She's Mercedes, Renault), culture and public institutions (Région Nouvelle-Aquitaine, CNC × Arcom, Opéra de Paris, La Sorbonne), corporate transformation (Vinci) - and, earlier, editorial partnerships with ELLE, My Little Paris, Estée Lauder, Sephora and the European Commission.

    Along the way, I build the teams that produce the narratives - sized and shaped to the format.

  • AI in creative production rarely fails for technical reasons. It fails because the questions that matter aren't asked:

    Does this meet an audience ? Does it serve the brand's aura ? The rest - workflows, ethics, governance - follows from there.

    I started this work in 2022, when I launched the Creative & Ethical AI Lab at Publicis. The question hasn't changed since: how to bring AI into creative direction & production strategies without losing the craft, the talents, or the voice.

    What I do, concretely:

    Audits and diagnostics for organizations

    Workflows for content studios scaling across markets.

    Ethical frameworks for AI-generated visuals - from talent contracts to brand asset training.

    Governance for in-house labs. Training for creative teams.

    Past work spans Coty, L'Oréal, Renault.

    I am a member of UNESCO Women for Ethical AI.

  • I've learned this in two long-form programs.

    With Vinci's Label Open, two years of editorial and program design - conferences, ateliers, internal castings, retreats - designed to embed diversity and inclusion in how the group's people worked together.

    With She's Mercedes, three years co-building a women's empowerment program for Mercedes-Benz France - mentorship architecture, masterclasses, retreats, talent curation - designed to install the brand inside women's professional lives.

    What I do, concretely:

    Program architecture for internal labs and incubators.

    Mentorship and masterclass formats designed to last beyond a launch.

    Editorial design of internal rituals - talks, retreats, casting of voices.

    And the storytelling that follows.

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  • One-on-one navigation through creative transformation, AI integration, cultural shifts.