CREATIVE DIRECTION
MARKETING
BUSINESS STRATEGY
Creative Director / Marketer / Business Strategist

THIS IS FRANÇOIS.

I turn ideas into attention.
And attention into business.

Strategy tells us where to go.
Creativity makes people care.
Marketing makes it move.

Work with François See how I think ↓
Creative Direction / Brand / Positioning
Content / Campaigns / Growth / Business Strategy
Better ideas Sharper positioning More attention Smarter growth Less boring shit Better ideas Sharper positioning More attention Smarter growth Less boring shit
The problem
MOST STRATEGY NEVER SHIPS.

MOST MARKETING GETS IGNORED.

MOST CREATIVE FORGETS THE BUSINESS.
Where I work

THREE DISCIPLINES.
ONE BRAIN.

The interesting work happens where creative, marketing and business collide. That's where I operate.

01 / Creative Director

MAKE PEOPLE FEEL SOMETHING.

Ideas, worlds, campaigns, films, concepts, positioning and creative systems designed to earn attention instead of begging for it.

Idea → Concept → Story → Execution
02 / Marketer

MAKE PEOPLE DO SOMETHING.

Attention is useless if it goes nowhere. I connect creative to audience, distribution, acquisition, conversion and growth.

Attention → Action → Growth
03 / Business Strategist

MAKE IT MATTER TO THE BUSINESS.

Offers, positioning, business models, opportunities, priorities and leverage. Because growth starts before the campaign.

Insight → Decision → Momentum
What I actually solve

NOT
A
MARKETING PROBLEM.

Sometimes the ad isn't the problem.

The offer is weak. The positioning is invisible. The idea is forgettable. The audience doesn't care.

Fixing the wrong part of the machine just makes the wrong machine run faster.

001

Nobody understands why you're different.

Positioning
002

Your content looks like everybody else's.

Creative
003

You're getting attention that doesn't convert.

Marketing
004

You're scaling tactics instead of an idea.

Strategy
005

You're busy. The business isn't moving.

Leverage
The operating system

FIND THE LEVER.
THEN PULL IT.

01 / Find

FIND THE REAL PROBLEM.

Customer. Market. Product. Offer. Positioning. Distribution. Competition.

No assumptions without evidence.
02 / Create

BUILD SOMETHING PEOPLE WANT.

A stronger idea. A sharper message. A better campaign. A piece of content worth sharing.

Attention is designed.
03 / Move

TURN ATTENTION INTO MOMENTUM.

Launch it. Distribute it. Test it. Sell it. Learn. Double down.

Creative becomes business.
What I believe
ATTENTION
IS NOT
THE GOAL.

LEVERAGE IS.
A million views with nowhere to go is entertainment.

A great idea connected to the right business model can change the company.
What I make

IDEAS
THAT MOVE.

Sometimes the answer is a strategy. Sometimes it's a campaign. Sometimes it's a film. Sometimes it's a completely new business idea.

Creative Direction

CAMPAIGNS PEOPLE DON'T SKIP.

Big ideas, branded entertainment, social concepts, launch films, content formats and creative direction.

Brand & Positioning

GIVE PEOPLE A REASON TO CARE.

Positioning, value proposition, messaging, offer architecture and brand strategy.

Marketing & Growth

TURN INTEREST INTO ACTION.

Content strategy, acquisition, funnels, launches, distribution, conversion and growth systems.

Business Strategy

FIND THE NEXT MOVE.

New offers, market opportunities, monetization, products, audiences, partnerships and strategic priorities.

The creative side
I DON'T JUST TALK ABOUT ATTENTION.

I BUILD THINGS THAT EARN IT.
François / Originals

CULTURE.
STORY.
EXPERIMENT.

I create original films, characters, concepts and formats to explore one question:

What makes people stop, watch and share?

The experiments are creative. The lessons are marketing. The opportunities are business.

Original Films / Cultural Experiments / Characters / Formats / Story Worlds
Ways to work together

START WITH THE PROBLEM.

I don't sell a fixed menu of deliverables. We start with what needs to move.

Before you call

WE'LL PROBABLY GET ALONG IF...

Good fit.

  • You want ideas that actually move the business.
  • You're willing to do something competitors won't.
  • You value taste and commercial thinking equally.
  • You can make decisions.
  • You want senior thinking without layers of agency bureaucracy.
  • You care about what happens after the campaign launches.

Bad fit.

  • You want creativity with zero risk.
  • You want “something viral” without changing anything.
  • You need twenty concepts because nobody wants to choose.
  • You're looking for production without thinking.
  • You measure progress by meetings.
  • You want a supplier. Not a partner.
The whole thing in one sentence
GREAT BUSINESS NEEDS GREAT IDEAS.

GREAT IDEAS NEED SOMEWHERE TO GO.
France → Worldwide

LET'S MAKE
SOMETHING
MATTER.

Got a business problem, a launch, a brand, an idea or something ambitious you don't know how to unlock?

Start there.

Better Call François hello@thisisfrancois.com
© 2026 François
Creative Director / Marketer / Business Strategist
France → Worldwide