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Narrative director and senior copywriter. 15 years building story systems that work: ad campaigns, ARGs, IP worlds, brand universes, and character arcs that drive product adoption and shape culture. Fluent in English and French. Comfortable in the space between meaning and mechanics.
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I write stories and create narratives that function like systems with clear rules, emotional stakes, and space for audiences to inhabit the story. I write for campaigns, games, brands, and artists. I direct work across video, print, digital, and experiential. I ghostwrite when the work needs a different voice. I thrive in high-constraint environments where every word and every frame has to earn its place.
Role: Lead Creative & ARG Designer (Puppet Master)
What it was
A month-long interactive narrative built around a rogue AI, a missing scientist, and thousands of Twitch viewers working together to solve puzzles, decode transmissions, and unlock story beats in real time. All of it hidden behind the backdrop of a Twitch competition between two notorious streamers, hosted by Red Bull.
Campaign branding and key art
What I did
Cubert AI interface and player interaction hub
In-world website: Dr. Louise Trebuc's research blog
BigQuantum corporate branding and in-world messaging
Why it matters
This is what systemic storytelling looks like at scale: agency, consequence, live-ops narrative, multi-team alignment, and thousands of players treating fiction like it's real. Also, I built a phone maze. Call it: 1-800-591-4921