Alexis Ffrench: Truth

Eleven films. Eleven countries. One album campaign. That was the original brief when pianist and composer Alexis Ffrench's management approached me to curate the visual campaign for Truth. With pandemic restrictions still complicating international travel, the challenge was to bring together exceptional filmmakers across markets, giving each film its own creative perspective while maintaining a coherent campaign. Working with Alexis's management and Isabelle Tuillez, then VP and Label Director at Sony Masterworks, I helped shape the visual approach and source directors and production partners internationally. The search took us from Brazil to Japan, Iceland and Los Angeles. The aim was to find collaborators whose individual perspectives could bring something distinctive to Alexis's music, supported by clear creative direction and coordination across locations.

This campaign reflects how I approach international creative work: finding the right people, giving local creative voices room to contribute and keeping everyone connected to a shared vision. Thank you to Alexis Ffrench, Phil McCaughan, Isabelle Tuillez and the filmmakers, producers and crews who helped bring the campaign to life.