Walid Gouyel - Creative Lead

WALID GOUYEL

PROJETS SÉLECTIONNÉS 2009 — 2026

WALID GOUYEL_

CREATIVE LEAD / 2026

Culture moves faster than ever. For over 15 years, my focus has been on staying ahead of the curve, blending raw human authenticity with the bleeding edge of digital innovation.

I don't just observe trends; I look for the underlying social shifts. Whether it's leveraging the latest AI models, exploring new digital mediums, or tapping into hyper-niche social communities, I design visual worlds that actually resonate.

My approach is rooted in duality: maintaining a deep empathy for real human behavior—the grounding element in my work—while constantly experimenting with the new tools that shape tomorrow's visual landscape.

AHEAD OF THE CURVE

We live in an era of infinite scroll and algorithmic curation. To make a brand stand out today, you can't just be relevant; you have to be avant-garde. I build creative systems designed for impact, not just impressions.

I am constantly hacking the creative process. By integrating AI and emerging tech into my strategic thinking, I unlock new visual territories that keep my work unexpectedly bold and culturally sharp.

It's about anticipating what's next, translating the fast-paced chaos of social platforms into precise, powerful brand statements.

CULTURAL ALCHEMY

My creative DNA is a mix of heritage and disruption. From the raw, visceral energy of urban culture to the fast-paced evolution of digital communities, I absorb it all to fuel my art direction.

I believe the most compelling ideas happen at the intersection of contrasting worlds—taking a classic, analog aesthetic and colliding it with a hyper-modern, digital-first execution.

I’m always hunting for the new, the unseen, and the unconventional, ensuring the brands I work with lead the conversation instead of following it.

HYBRID EXECUTION

Ideas are cheap if the execution is outdated. I stay deeply involved in production, seamlessly shifting between a traditional film set and an advanced AI generation workflow.

This hybrid approach—mixing hands-on, tangible craft with advanced algorithmic tools—is where the magic happens. It allows me to prototype faster, push visual boundaries further, and deliver flawless assets.

I direct campaigns that don't just live in the present, but actively shape the future of visual communication.

WALID GOUYEL

PROJETS SÉLECTIONNÉS 2009 — 2026

MØBILIZE_

RENAULT GROUP / 2024

Small vehicle, big ambitions

In response to new urban mobility challenges, Mobilize (Renault Group) introduces Mobilize Duo — a compact micro-vehicle designed to stand out without taking up space. Built for city life, this accessible electric vehicle, available from age 14*, reflects a vision of mobility that is both innovative and affordable.

Challenge

Reaching a broad audience across all platforms

How do you stand out in a fast-growing quadricycle market where competition is already strong? And how do you connect with multiple audiences across all screens — teenagers, their parents, and urban users looking for efficient and responsible mobility?

A mix of experiences and formats across platforms

In a landscape dominated by bulky cars and strong competition, diverse audiences were introduced to Mobilize Duo’s unique selling points through multi-platform experiences — from a TV commercial to an immersive video game, humorous social media content, and an interactive website featuring detailed 3D views.

For the launch of Mobilize Duo at the Paris Motor Show and Paris Game Week in October 2024, we developed an ambitious content calendar, combining organic and paid content across Mobilize’s TikTok, Meta, and LinkedIn channels.

Gaming

Both on-site and online, the video game Mobilize Duo: The Game, designed by Razorfish and developed by The New Face studio, allowed players to take the wheel and explore the vehicle’s key features.

Social Media

The final phase was the social media launch campaign from February to April 2025. Based on the TV commercial, six short humorous videos featuring conversations inside the Mobilize Duo were promoted on Instagram.

Influence

Influencers from various fields (tech, automotive, lifestyle, gaming) were invited to create content both on-site and during test drives in Rome, sharing their experiences across their own channels and Mobilize’s platforms.

Digital

An immersive digital experience was delivered through an e-commerce website where users could pre-order the vehicle and explore it in detail with 3D views — including colors, options, and technical features.

WALID GOUYEL

PROJETS SÉLECTIONNÉS 2009 — 2026

BIODERMA_

NAOS GROUP / 2025

A social-first, 360° campaign anchored by a 5-part TikTok series.

INSIGHT

People with acne have mastered the art of avoidance strategies: Hiding skin in every context, using hood or hair to hide face, becoming escape (or no show) artists withdrawing from social gatherings and events, stepping back from life and letting moments and memories pass by...

IDEA

Draw attention by giving a name to this social behavior, and build the campaign as a personal gateway to a lasting comeback into their lives.

01/ TikTok series

In the series, dermatologist @Dr.idriss and French content creator @louiseaubery, both of whom have struggled with acne, help three participants, Justine, Paule Anansah, and Joniah, break free from their “acne exile.”

Each episode blends expert guidance, honest conversations, and personalized advice, letting viewers witness real progress and confidence growing every step of the way.

02/ A 360° CAMPAIGN

Our ambition for this first campaign: to anchor BIODERMA in an even more holistic approach to skin by highlighting a largely overlooked issue affecting a significant part of the population, the acne exile (social withdrawal caused by the suffering linked to acne).

The campaign is deployed across all touchpoints: OOH / DOOH / Social media / VOD / Influence & UGC / live Twitch.

03/ Powered by Communities

A campaign rolled out on a global scale, driven by user-generated content (UGC) and amplified by top-tier influencers worldwide.

WALID GOUYEL

SELECTED PROJECTS 2009 — 2026

REFAIT AVEC AMOUR_

PARIS CANNES TUNIS / 2024

INSIGHT
In the age of fast fashion, clothes have lost their soul. Today, people want to wear more than just a product: they are looking for authentic, high-quality pieces with a history and a real meaning.

IDEA
To build a true creative house where materials and cultures meet. Much more than just an upcycling brand, it is a crossroads where styles, eras, and collaborations blend together. Fabrics rich in memory are transformed into ultra-limited capsule collections, giving every garment a new story to tell.

THE HERO FILM

A 100% AI manifesto video tracing the fabric's journey: from its cultural roots, through the craftsmanship of the workshop, to its rebirth on the wearer.

Every frame celebrates the blending of heritages.

THE INSTAGRAM ACCOUNT

A creative showcase bridging imagination (poetic AI visuals, blending of styles) with the reality of craftsmanship.

(behind-the-scenes, collaborations, raw materials, and the artisan's touch).

WALID GOUYEL

SELECTED PROJECTS 2009 — 2026

NISSAN_

360 CAMPAIGN / 2020

Context
Turning a “granny mobile” into a car for urban athletes.
Because of its compact size, affordable price and practicality, the Nissan Micra used to be seen as a car for the elderly, especially in the UK. However, in 2019, Nissan introduced a sporty line designed for a younger audience called “Urban Athletes” — people who are always on the go and need a car to support their dynamic lifestyle.

Our campaign literally hit the spot by giving the Micra N-Sport an edgy attitude, portraying the car with real people with agile lifestyles. Everything was considered to give back the Nissan Micra the edginess it lacked in the past few decades; including partnering with a bold director and a dynamic storyline to resonate with our target audience – especially on social media.

Spot 1 — Apple CarPlay

Featuring Aboubakry Seck, longboard world champion.

Spot 2 — Intelligent Key

Featuring Melanie Tischler, professional parkour athlete.

Spot 3 — Intelligent Trace Control

Featuring Franky Zapata, one of the few fly boarders in the world.

A 360° CAMPAIGN

perfectly aligned with the lifestyle of the target audience Nissan aims to reach with this new version of the Micra. The campaign is launching immediately across 25 European countries and will be supported across social media, digital channels, and CRM.

WALID GOUYEL

SELECTED PROJECTS 2009 — 2026

NOVOTEL_

SOCIAL MEDIA CAMPAIGN / 2026

INSIGHT
Each new year comes with its share of resolutions… but we quickly realize we can’t do everything. We all have habits we can’t change overnight, but we can always take small positive steps that help us move forward.

IDEA
With the help of our KOLs, we’ll show people how even if they can’t do everything, they can take small, achievable actions every day to make progress all year long.

CAN DO LIST

Novotel turns New Year’s pressure into positive action with a major Blue Monday contest offering five years of weekend getaways. Led by ambassadors Alfie Steiner, Kauli Vaast, and Javier Pastore, the campaign highlights honest "Can’t Do / Can Do" moments to encourage step-by-step progress.

These community insights fuel a year-round "always-on" content series, transforming real-life tips into engaging social stories to keep guests inspired all year long.

WALID GOUYEL

SELECTED PROJECTS 2009 — 2026

Westfield_

Social Media Strategy and Content Plan / 2025

INSIGHT
Today’s consumers refuse to be labeled. They fluidly mix styles, price points, and eras. They are bored by hyper-specialized, predictable brands that clutter their social feeds with the "same old" content.

IDEA
Instead of competing with specialist brands on their own turf, Westfield leverages its unique strength: being the only physical space where all these diverse worlds actually collide.

THE CONCEPT: "UNEXPECTED CROSSOVERS"
Westfield breaks the digital routine by orchestrating improbable encounters between brands, passions, and people.

The Brand Role: Move from showcasing products to curating unexpected cultural mashups that no one else can claim.

Westfield disrupts the ultra consistent social media content provided by brands with unexpected crossovers of cultures, people, passions, prices, brands.

W _ GOUYEL

MØBILIZE

BIODERMA

REFAIT AVEC AMOUR

NISSAN

NOVOTEL

Westfield

WALID GOUYEL_

MØBILIZE_

BIODERMA_

REFAIT AVEC AMOUR_

NISSAN_

NOVOTEL_

Westfield_