After his beginnings at Lancôme and Armani, Patrick Guedj creates the FlowerbyKenzo perfume concept.
This brings him to head the Creative Department of the fragrance firm since, where he oversees the various product mix, devises and develops concepts, and is the author of the advertising campaigns.
As photographer or filmmaker, he usually participates in the creative thinking around the brands as well as the design and strategy of the campaigns he directs. He either gets involved from the start or intervenes further down the line in advanced projects to bring his contribution. The bridges between his different activities (photography, film-making, authoring and script-writing) enable him to have an integrated approach as well as a lateral and personal view on every subject he treats.
His infuses his favourite themes, naturalness and sensuality, with a powerfully poetic and modern edge, lifting and elevating them from the real.