Four years ago, amidst the uncertainty of the Covid pandemic, we founded DOUBLESTAR CO. At that moment, it was a leap of faith, driven by a “nothing to lose” mindset. In hindsight, it was probably one of the riskiest decisions I’ve ever made, but sometimes risk brings reward, and it’s been an incredible journey since.
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As an art director, there’s often this misconception that my role is just about choosing colours or telling others what to do, but it’s much deeper than that. For me, it’s about shaping how a brand is perceived, creating a visual identity that resonates with people. It’s not just about making things look good – it’s about making them mean something. When I transitioned from designer to art director, I quickly realised that it was no longer just about being hands-on. It’s more strategic. You have to step back, guide the vision, and help others bring it to life.
Of course, there are still times when I miss the more hands-on aspect of design. The urge to dive back into the tools, to be the designer again, is always there. But in this role, I’ve learnt how to balance that instinct with the bigger picture – the vision we’re building as a team.
I’ve always been a nostalgic person, perhaps because of my French heritage and upbringing, and now that I’m 40 with two kids, I see the world differently. There’s something about revisiting the ‘90s, a time I grew up in, and watching it all come back again. That period influences me now more than ever, though I’ll happily skip the mullets and moustaches this time around.
One of the biggest lessons I’ve learned as an art director is that your first idea is rarely the final one. It’s not just about following my instincts – it’s about responding to the brief, working collaboratively with designers, developers, film editors, and more. It’s a back-and-forth process. We throw ideas around, refine them, and challenge one another until we arrive at something that truly works. While I might have the initial and final say, the real magic happens in the middle – in the collaboration.
For me, the most rewarding part of this journey is working with people who live and breathe design. Their passion pushes me, and together we create something more powerful than any one of us could on our own.
