CONTACTThe brands winning today aren’t the loudest. They’re the most culturally magnetic.
I build creative worlds that make brands feel relevant, desirable and emotionally impossible to ignore.
CULTUREDESIRABILITYSTORYTELLINGCREATIVITYIMPACT
PASSIONATE ABOUT REDEFINING HERITAGE BRANDS THROUGH MAGNETIC STORYTELLING & HIGH-IMPACT CREATIVE LEADERSHIP.
MAC BRIDAL 26
Celebrating the Indian Bridal season across the world. Shot in Mumbai, this campaign reimagines traditional Indian wedding aesthetics through a series of intimate family portraits. We decided to move away from the traditional focus on just the bride, celebrating the entire wedding party—including bridesmaids, friends and even the brother.
VIEW PROJECTMAC BE FEEL LOVE
In a context where the pandemic affected all of us it was time to start communicating again. It was important to us to talk about emotions rather than product, be relatable and personable rather than commercial. We built a regional 360 campaign to reflect on the recent past and celebrate life and love.
VIEW PROJECTMAC MIDDLE EAST
To bring the global "Superstars" concept to life locally, I partnered with internationally acclaimed fashion photographer Desiree Mattsson. The campaign featured intense, high-glam, and sophisticated beauty looks.
VIEW PROJECTALL WORK
20MAC BRIDAL 26
02MAC BE FEEL LOVE
03MAC MIDDLE EAST
04MAC DIWALI 25
05MAC TO THE FUTURE
06MAC VIVAGLAM
07MAC SAUDI ARABIA
08MAC S/S 22
09MAC FRANCE
10MAC STACK
11MAC LUXE
12MAC SUPERSTARS
13MACXIMAL LIP SHOW
14MAC A/W 19
15L’ORÉAL
16AGENT PROVOCATEUR
17MILLER HARRIS
18APPLE
19HSBC
20JO MALONE
Paul–Éric Lefebvre
"The brands winning today aren’t the loudest. They’re the most culturally magnetic. I build creative worlds that make brands feel relevant, desirable and emotionally impossible to ignore. My background sits across luxury, beauty, entertainment and experiential — leading global creative direction, large-scale campaigns, talent collaborations and cultural brand platforms across EMEA. I’m less interested in making “content” and more interested in shaping brand perception: How a brand moves, speaks, shows up in culture and earns attention in an oversaturated world. The work I’m drawn to most is transformation: redefining heritage brands for the next generation through bold creative leadership, modern storytelling and integrated brand ecosystems. I thrive where creativity meets scale: international organisations, ambitious leadership teams, complex brand challenges and high expectations." - Paul-Eric Lefebvre
AREAS OF EXPERTISE
Extensive experience leading creative vision, brand transformation and integrated creative ecosystems across luxury, beauty and technology-driven businesses. Proven track record building culturally relevant brands and delivering impactful work across digital, experiential, retail, social, film, print and broadcast platforms. Passionate about developing high-performing creative teams, elevating creative culture and shaping modern brand storytelling at scale. Recent leadership roles across one of the world’s most influential beauty brands and a globally recognized mobile-first agency have enabled Paul-Eric to develop a strong consumer-centric vision rooted in culture, creativity, technology and evolving audience behaviour.