STEVE MADDEN | STEP INTO THE MADDENWOOD
Cyril spearheaded the creative direction and conceptualization of Steve Madden’s “Maddenwood” Campaign, Inspired by the look-at-me attitude and unapologetic desire for stardom of the Gen-Z, the campaign’s manifesto translates CYRIL & STEVE MADDEN, one of the leading names in fashion, are launching a new and immersive augmented reality global campaign, featuring celebrities Bella Poarch, Latto and Chloe Cherry stepping into a bold and psychedelic universe – MADDENWOOD - the spirit of a generation that navigates between analogue and virtual worlds with swag and glamour. Directed by Cyril Guyot and Photographed by Anna Koblish in Los Angeles.
MAKE UP FOR EVER | BEYOND THE BRUSH
#PROUDFOREVER WITH MAKE UP FOREVER 🌈 The Pride documentary series we've created for MAKE UP FOR EVER in support of their LGBTQIA+ Education & Artistry Scholarship Fund. Working with an iconic cast of LGBTQIA+ stars and influencers, TS Madison, Susanne Bartsch, Nicky Doll, Carson Kressley, Nicola Lawton, and Mrs. Mary, We brought together cast members of different eras to merge the generational gap and unite everyone for Pride. Shot in Brooklyn with Creative DIrection by Cyril Guyot, the duos discuss their identities, their pride stories, and their relationships with beauty and make-up.
LOEWE | THE FLAMENCO
The Flamenco is an iconic design launched in the 1980s. It cinches closed using drawstring pulls finished in signature coiled knots. Loewe’s craft-focused approach often draws from various cultural influences, appreciating and incorporating different techniques and styles from around the world. This global perspective adds depth and richness to their collections. Every Loewe piece is known for its impeccable attention to detail, from the stitching on their leather goods to the precise construction of their ready-to-wear collections. This focus on detail exemplifies their commitment to excellence.
STEVE MADDEN | THE MADDENVERSE
In partnership with STEVE MADDEN, Cyril created “The Maddenverse”– a first of its kind, digital avatar experience with 5 virtual talent as the face of a global Steve Madden campaign. Together they reimagined the iconic 90s “Big Heads” campaign and brought it into the virtual age. The campaign included unique features to bring shoppers deeper into The Maddenverse experience such as interactive Instagram filters, AR shoe try-on features and hyper-detailed product videos. Creative Direction for the Steve Madden’s Fall 2021 campaign “The Maddenverse,” featuring avatars of renowned and influential artists, such as Normani, Nessa Barret, Sydney Sweeney, and Jordan Alexander. The campaign served as a collective movement, designed to inspire change, promote authenticity, and empower the next generation.
DESTREE | SCULPTED ELEGANCE
Destree's latest accessories campaign is a bold exploration of modern art and luxury. The collection features sculptural pieces set against surreal backdrops, merging organic forms with geometric precision. The accessories stand out with their statement-making designs and refined details, emphasizing the brand's commitment to artistic expression and high craftsmanship. Each image juxtaposes the structured elegance of the bags with abstract, fluid shapes, evoking a sense of balance between art and fashion. Creative Direction & Photography : Cyril Guyot
BOTTEGA VENETA | KALIMERO | TIMELESS WEAVE
The Bottega Veneta Kalimero campaign showcases the brand’s commitment to artisanal craftsmanship and contemporary luxury. The Kalimero bag, a standout piece, exemplifies the meticulous Intreccio technique, where two types of leather are intricately woven by hand. Its flared silhouette and tubular strap bring a sense of effortless sophistication and versatility. Designed for a dynamic lifestyle, the Kalimero blends heritage craftsmanship with modern design, celebrating individuality and refined functionality. Creative Direction & Photography : Cyril Guyot
MONCLER | FUTURE FORM
Where luxury meets industry. This campaign strips Moncler down to its essence—precision, craftsmanship, and innovation—set against the raw backdrop of a spray-painting workshop. A stark contrast of polished silhouettes and utilitarian grit, it redefines outerwear as armor for the modern world. The pristine meets the imperfect, proving that true style is forged in unexpected places. Creation by Cyril Guyot
AKNVAS PRE-FALL 25’ | THE AFTER-PARTY REVERIE
The night’s reverie lingers in the air, its sensual flair echoing as we wander from one empty room to another. The energy, still vibrant yet unspoken, intoxicates this moody springtime moment. A hint of melancholy paints cinematic visuals, capturing fleeting moments between euphoria and solitude. The night dissolves into memory, somewhere between longing, dreaming and reality. Creative Direction : Cyril Guyot
AKNVAS MEN | URBAN FRAGMENTS
Aknvas Men's Collection unfolds within a world of raw elegance and modern geometry, blending structured silhouettes with organic textures. The campaign draws inspiration from industrial art, juxtaposing polished contemporary fashion against sculptural, fragmented backdrops that evoke memory, material, and time. Through distorted denim, soft tailoring, and textured outerwear, the collection reflects a gritty yet sophisticated masculinity, where bold cuts meet poetic abstraction. Creative Direction by Cyril Guyot
ORIGINAL PENGUIN | LIVE IN COLOR
Original Penguin’s Pride '22 campaign is a vibrant celebration of self-expression and inclusivity. In partnership with ArtSide, the collection features bold rainbow-infused designs that reflect the spirit of Pride. Shot in Miami Beach, the campaign captures a sense of energy and unity, blending playful, colorful apparel with confident styling. With a nod to its collaboration with LGBTQ+ organization All Out, this collection embraces diversity and individuality, showcasing looks that are both statement-making and effortlessly stylish.
ORIGINAL PENGUIN | ORANGE CRUSH
Original Penguin’s "Orange Crush" campaign radiates summer energy and playful nostalgia. Set against vibrant orange backdrops, the collection features casual, retro-inspired looks with a fresh twist. The styling blends bold prints, relaxed silhouettes, and standout accessories, creating an effortlessly cool vibe. The visuals evoke a carefree, sun-drenched mood, making "Orange Crush" a celebration of summer fun, laid-back style, and confident individuality. Creative Direction by Cyril Guyot.
MARC JACOBS | “PERFECT” FRAGRANCE
PERFECT MARC JACOBS celebrates self-love and individuality, inspired by Marc Jacobs’ mantra, “I am perfect as I am,” symbolized by his “PERFECT” tattoo. The playful floral scent embodies optimism and self-acceptance. The campaign featured 42 diverse individuals and a TikTok partnership, launching the global #PerfectAsIAm challenge. Led by creator Rickey Thompson and set to Lizzo’s Good as Hell, it encouraged users to showcase their uniqueness. The launch became 2020’s most successful fragrance debut, winning multiple awards in 2021. Creative Direction by Cyril Guyot.
AKNVAS | DENIM
AKNVAS transforms the mundane office environment into a stage for bold self-expression. Vivid textures and avant-garde denim pieces contrast sharply with sterile corporate settings, embodying a rebellious spirit that challenges conventional norms. Creative Direction by Cyril Guyot.
DESTREE | STUDIO MUSE
The Destree Fall '22 campaign exudes a refined yet contemporary aesthetic, set against the sculptural backdrop of Simone Bodmer-Turner’s Brooklyn studio. The collection plays with structured tailoring and artisanal craftsmanship, capturing the brand’s signature blend of minimalism and bold expression. With clean lines, muted tones, and abstract shapes, the visuals create a dialogue between fashion and art, highlighting Destree’s commitment to design-driven elegance. The campaign's sophisticated styling and organic environment underscore the brand’s modern, artistic identity. The campaign was shot in New York, and features Meadow Walker, the daughter of late actor Paul Walker. Photographed by Camila Faulquez
PACO RABANNE | FAME FRAGRANCE
FAME is a future classic, by Paco Rabanne. Inspired by the brand’s fashion, Fame captures the irresistible Parisian spirit of the Rabanne woman. FAME is the essence of empowered femininity, to express every seductive facet of you. Daring design gets dressed up, with fashion-forward shades, reflecting desire. Jewel-like, the bottle is an irresistible object of desire that is cult and sophisticated all at once. Creative by Cyril Guyot.
BALENCIAGA | CLONE COLLECTION DIGITAL
Balenciaga’s “Clone Collection Digital” challenges perceptions of reality in a world dominated by technology. The Spring '22 presentation blurs the lines between the genuine and the altered, the tangible and the conceptual. Set in a hyper-digitalized airplane interior, the campaign explores themes of perfection, conformity, and digital replication. Through repetitive imagery and cloned visuals, the collection underscores how technology shapes alternate realities and identities, merging fiction with fact, and real with simulated. Creation and Design by Cyril Guyot.
ORIGINAL PENGUIN | BE AN ORIGINAL
The “Be an Original” campaign for Original Penguin’s Spring 2022 collection embraces carefree summertime fun and self-expression. With a focus on looser silhouettes and reinvented sportswear, the designs feature bold neon colors and eye-catching geometric patterns. The visuals exude a laid-back yet vibrant energy, inviting a playful spirit into everyday style. Captured by Melina Deya and styled by Ruben Del Moreia, the campaign blends nostalgia with modern edge, encouraging everyone to embrace their unique style and “Be an Original.”Get ready to embrace vibrant colors and bold patterns this season!
ORIGINAL PENGUIN | GONE WITH THE WIND
Original Penguin has teamed up with ArtSide and London-based artist Jethro Haynes to reimagine the brand's origin story through the lens of a 1950s-era comic book. The campaign is set against the sweeping landscapes of New York State, captured by photographer Daniel King. With a blend of nostalgia and whimsy, the visuals evoke the essence of carefree adventures and timeless style, accentuated by Haynes’ artistic touch. Creative direction and production were helmed by Cyril Guyot.
PERRY ELLIS AMERICA | FALL INTO STYLE
Creative Direction for Perry Ellis America Fall 2022 campaign. ArtSide was appointed by the brand to revamp its global image and campaigns, bringing it into the modern era. Perry EllisAmerica celebrates the brand’s 90’s heritage through archival reissues of timeless sportswear pieces and a fresh new fragrance. This campaign was shot in schools across New York, United States, and featured young American athletes. Perry Ellis has undoubtedly “had an effect on American consumers. Shot by Daniel King.
BEAUTIFUL MONSTERS
👿 Monsters often tap into our primal fears and curiosity about the unknown. They represent the mysterious and dangerous aspects of the world that we may not fully understand. They are often depicted as terrifying or grotesque beings, but today we imbue them with elements of beauty. These portraits highlight their unique features, intricate designs, or mesmerizing forms. These images evoke a sense of awe, fascination, or even empathy towards these extraordinary creatures. Images created and photographed by Cyril Guyot.
SAINT LAURENT | HIDDEN CURIOSITIES
When Fashion Meets Film: Hidden & Domestic Curiosities - Cyril Guyot & Yves Saint Laurent have joined forces to create a unique and exquisite art piece. Domestic and Hidden Curiosities explores a woman’s most intimate desires and her need to escape the daily domestic world. With charm and exquisite elegance, the film examines the woman’s attempt to dominate the male sex.
VIKTOR&ROLF | SPICEBOMB FRAGRANCE
Viktor & Rolf’s new men’s fragrance is a bold, explosive take on Flowerbomb, fusing fiery sensuality with raw power. Designed as a grenade, the bottle embodies rebellious masculinity. The campaign explores contrasts—pleasure, power, and conflict—through sensual textures, revelation vs. concealment, and the unexpected, evoking intrigue with a hint of the supernatural. Creative Direction by Cyril Guyot & ArtSide.
DOLCE&GABBANA | NOIR ALLURE
The Dolce & Gabbana x Sony Ericsson campaign is a cinematic homage to the provocative style of Helmut Newton. Set in Paris, the visuals evoke a sense of drama and allure, blending high fashion with suspenseful storytelling. The imagery captures powerful contrasts between light and shadow, with bold styling, red lips, and structured silhouettes. Each frame plays with tension and elegance, creating an atmosphere that is both glamorous and slightly subversive—echoing Newton’s signature blend of sophistication and edge.The campaign film and photographic prints were conceived by Cyril Guyot and shot in Paris, France.
