Before becoming a full-time photographer, Jean–Yves was an art director at ad agency DDB. Now splitting his time between London, Paris and New York, he believes this insight into the other side of the creative process shapes his approach. So on the one hand he understands how big agencies operate and what clients expect, and he is very respectful of a campaign’s core idea. But at the same time he believes his job as a photographer is to push it as far as he can.
This instinct has served him well, with high-profile campaigns for the likes of Audi, Axe and Evian and recognition from leading industry bodies like Cannes Lions and D&AD. Jean-Yves also has a big portfolio of personal work in which he pushes his practice into interesting new areas. In particular he has a longstanding interest in playing around with pixels to create fascinating in-camera experiments, often focusing on manipulating the human body.
Clients include Axe, Audi, Black Rainbow, Channel 4, Citroen, Evian, GQ, ITV, IKEA, L’Officiel, Orange, Perrier, Standard Life, Stella Artois, Visa, Volkswagen, and WAD.