Paris · Tangier · And beyond
I'm interested in what makes each of us unique, what we choose to reveal — and what others remember about us.
01 A belief
We all live more than one life. The one we tell. The one we keep to ourselves. And the one others imagine when they look at us.
For more than twenty years, I've met public figures, artists, entrepreneurs, business leaders and people from every walk of life. I listen, I observe, and sometimes I photograph them. That closeness has taught me one thing: the image we project tells one chapter of a much larger story. I also love bringing together people and worlds from very different backgrounds.
Today, I continue this exploration through self-image, personal branding, professional reputation, trust, and the place of human beings in a world transformed by artificial intelligence.
“Visibility catches the eye. Recognition leaves a mark.”
02 The journey
I prefer journeys to labels. Mine crosses creativity, entrepreneurship, portraiture, encounters and a few borders. And many other curiosities.
Photography gave me a language and, above all, a privileged place opposite another human being. A portrait begins long before the shutter clicks: with attention, trust, and sometimes an unexpected exchange. My perspective has been shaped by people with very different stories and backgrounds.
In 2006, I founded I-shooting, a Paris-based studio specialising in professional and corporate portraits. I later created APB — Agence Personal Branding to bring image, story, visibility and reputation together. Two ventures, one belief: a person is more than a beautiful photograph.
From collaborations with companies and institutions such as UNESCO, ARTE and Crédit Agricole to encounters with artists and people from every walk of life, every setting raises new questions. Today, I live and work between France and Morocco, still curious about what connects us.
There's something I love as much as creating: connecting people. An artist with a cultural venue; musicians with an audience; people from different worlds. I treasure encounters that spark an idea, a project or a lasting connection.
03 What inspires me
My passions naturally enrich my work. They speak to one another, overlap, and teach me to see things differently.
I make electronic music, play guitar — blues, rock and reggae — and sometimes write poetry. Music and words give emotions, intuitions and stories another form of expression.
The Tarot de Marseille, card reading and symbolic traditions are among my curiosities. I'm interested in how a symbol, a story or a glance can open a conversation about ourselves and the world.
I love cooking, often vegetarian dishes, sometimes tuna gravlax or hot oysters. Wine, vineyards and the rocks of Burgundy fascinate me. I've also brought DJs and jazz musicians together over oyster tastings: another way of building bridges.
Behind these seemingly distant worlds, I always find the same thing: the pleasure of discovering, sharing, and bringing people together.
04 Questions I keep exploring
Three questions that run through my work, my conversations and the way I look at our times.
I've often met brilliant people who were surprised by their own portraits. That feeling can reveal the distance between how they see themselves and the person they have become. An honest image brings an existing quality into focus.
A name in a search result, a photograph, a shared article, a public statement: we form impressions long before we shake hands. Personal branding and online reputation create a clear, coherent public presence, faithful to the person behind it. They bring individuality into focus and strengthen trust.
Artificial intelligence can already produce striking images, fluent speeches and remarkably convincing identities. That makes one question more urgent: what do we place our trust in? I believe our uniqueness grows through consistency between our words, our experience and our actions.
05 Conversations & speaking
A thoughtful question opens up new perspectives. I enjoy conversations in which practical experience meets other disciplines and other points of view.
I welcome conversations around these subjects through interviews, opinion pieces, talks, podcasts and panel discussions.
Suggest a conversationSynthetic images, digital identity, trust and the value of lived human experience.
Self-image, perception, self-worth and the social gaze in professional life.
Visibility, authenticity, executive communication and reputation in a world saturated with messages.
Professional portraiture, leadership, public image and everything that lies beyond appearances.
06 My professional worlds
My personal website is a space for ideas and encounters. Each of my organisations gives this belief a practical form.
For people who want to bring direction, coherence and impact to their public presence: positioning, personal branding, storytelling and professional visibility.
Discover APB Portraiture · Image · BusinessA studio founded in 2006 to create portraits of leaders, teams and individuals, as well as images that tell the stories and reveal the faces of organisations.
Discover I-shooting07 The start of a conversation
An idea, an invitation to speak, a question about image or reputation, a collaboration worth exploring? The most interesting conversations often start simply.
A question, an idea, a project or an invitation? A few words can start a conversation.
Receive my reflections and updates on image, reputation, creativity and meaningful encounters.
Between Paris and Tangier · Open to new people, ideas and unexpected horizons.
