Origine is a brand strategy and creative studio led by Nicolas Abou, with a senior bench of designers, producers and creatives who stay on the work.

Google ran our photography across its platforms on lifetime rights, and it is still running. We directed the Google Ads success story of Transformer Table, a Montréal furniture company, told in two short films and fifty photographs. Google chose us on our portfolio, and over two days beside the film crew we shot the team, the space and the product.

Sales grew more than 150% after the rebrand. DivaCup was turning twenty, competitors were crowding the category, and the company was becoming a full cycle care brand. We led the strategy that took DivaCup to DIVA, the conscious cycle care partner: positioning, identity, voice and packaging, with several regional sites consolidated into one e-commerce platform.

Amex ran the campaign on its socials to 800,000 followers, 30% above its average engagement, and FASHION Magazine ran it in print and online. From casting, wardrobe, creative direction and production on site, we created impactful visuals over three days at the Formula 1 Canadian Grand Prix, from Maison Amex to trackside. The first set was in Amex's hands the same night.

Sephora made our photo and video the face of its employer brand. Sephora Global chose it for the Our Purpose page of its 2023 Global Impact and Progress Report, and Sephora Canada ran it across its recruitment, its national hiring campaigns, its socials and its Forbes Best Employers announcement. We directed and shot it across its Québec stores, with real employees at work.

Montblanc ran the set on its own channels for four months and shared it with its partners. The maison briefed us against Let's Write, its campaign made with Wes Anderson, and The Journey concept beneath it. We carried that language into the Royalmount boutique opening, every object shot under the maison's own catalogue discipline and the room left to come slowly.

Nespresso ran our photo and video across its owned channels, from the launch reels to the carousels cut from our iPhone footage. We directed the first four days of Le Studio Café in Montréal for a Gen Z audience: a press evening, the recipes, a run club, workshops and live performances, shot on two cameras with an editor on the team. The first reel was cut and delivered the same day.

Our editorial campaign for Michael Kors and ELLE Québec, with lifestyle influencers wearing the collection, reached more people than a regular campaign at a fraction of the cost. The portraits ran on ELLEQUEBEC.com and across both brands' channels. We directed and shot the night as an editorial, the product worn rather than displayed, with more than sixty images and video delivered the next morning.

BMO became the first bank in Canada and the U.S. to win a Red Dot in its category, and the platform launched to 83% subscriber satisfaction. We led the experience strategy for its Online Business Banking: three weeks of research with business owners, distilled into four core needs and pressure-tested in a three-day workshop with BMO executives in Toronto. That became the methodology the whole platform was built on.

We built Atelier Talule a whole brand universe from zero, one its team can run from the first post to the packaging. Three generations of jewelry craft sat in one family, so the strategy started there: we mapped where each brand lived and gave the two entities their own ground. Then came the positioning, the visual identity down to a jasmine isotype drawn for the family's Damascene roots, the brand system, the identity film and the social media guidelines.

Luuna de Jade's owner and general manager approved the set on the first pass, and the general manager featured it on LinkedIn to Mexico's luxury hotel industry. We read the Oaxaca property before we shot it: sixteen rooms named for gemstones, the moon as a guardian of cycles, jade as protection, light moving through the architecture across a day. So we directed editorial photography and film with no models, on architecture, detail and light.