MADDENWOOD by STEVE MADDEN
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 PRIDE ‘23
#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 director Cyril Guyot, the duos discuss their identities, their pride stories, and their relationships with beauty and make-up. NYC Production Service: ArtSide - Creative Direction & Direction: Cyril Guyot.
ORIGINAL PENGUIN PRIDE ‘22
Original Penguin has partnered with ArtSide to unveil its vibrant, rainbow-infused collection in celebration of Pride Month. For the third consecutive year, the brand has joined forces with the LGBTQ+ organization, All Out, in conjunction with the launch of this special apparel line. The campaign, was captured by photographer Melina Deya, and shot in Miami Beach.
LOEWE - THE FLAMENCO BAG
Campaign captured by Cyril Guyot
MARC JACOBS “PERFECT” FRAGRANCE
The playful and unexpected new fragrance, Perfect Marc Jacobs Eau de Parfum for her, is a comforting floral scent that celebrates optimism, self-acceptance.The assets and images were captured with a raw look, and the campaign featured a wide variety of “real people.” The fragrance’s launch was the most successful of 2020, and it won several awards in 2021. Creative Direction by Cyril Guyot. Shot in New York.
J.W.ANDERSON SUMMER ‘21
With visionary photography and skillful art direction directed by ArtSide, the campaign celebrates the essence of the J.W.Anderson brand while connecting with the cosmopolitan spirit of New York. The result is a captivating journey that transcends borders and cultures, appealing to the discerning taste of sophisticated individuals around the world. Conceived and Produced by ArtSide.
THE MADDENVERSE ‘21
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.
VERSACE PRE-FALL ‘21
DESTREE FALL ‘22
Creative Direction for the new “IT” fashion brand DESTREE. Destree is a French fashion brand that caught the eyes of Beyonce and Rihanna, who both quickly invested in the brand. Mr. Guyot has been working with the brand since its launch. For this project, Mr. Guyot executed the creative direction for the brand’s Fall 2022 Campaign. It was shot in New York, and features Meadow Walker, the daughter of late actor Paul Walker.
PRADA LINEA ROSSA
Prada Linea Rossa redefines the idea of modern luxury, with a focus on technical detailing and new manufacturing possibilities. The collection is tied intrinsically to the fundamental identity of Prada, to its elevation of the industrial and functional to form a new breed of modern luxury. Creation and Design by Cyril Guyot.
AKNVAS ‘21
Danish designer Christian Jul Nielsen continues to grow his Aknvas offering, creating fluid pieces that his girl or guy could share. For fall 2021 he toyed with pragmatic ideas for comfort, protection and layers, injecting Japanese materials with his trademark couture-like design touches. Creative Direction by Cyril Guyot.
ORIGINAL PENGUIN SUMMER ‘22
Original Penguin has teamed up with ArtSide and London-based artist Jethro Haynes to bring the origin story of Orignal Penguin to life through the lens of a 1950's era comic. Jethro Haynes is a multi-disciplinary London-based artist whose artwork is imbued with a sense of fun and a unique style that shines through from his portal on the world. The campaign was shot by Daniel King in New York State. Creative, Production by Cyril Guyot.
MARC JACOBS “PERFECT INTENSE”
The PERFECT INTENSE MARC JACOBS design is a chic reinterpretation of the original perfect bottle. Crafted in collaboration with Marc Jacobs himself and featuring an elegant blend of unexpected elements. Golden. Bold. Celebrate the powerful beauty of being real, being bold and being #PerfectAsIAm. Created and Produced by Cyril Guyot - Shot by Adram Kremer.
BALENCIAGA CLONE COLLECTION
Balenciaga has unveiled a surreal Spring 2022 collection, dubbed “Balenciaga Clones.” The creative range teeters between reality and imagination. Creation and Design by Cyril Guyot.
LEVI’S DIGITAL
Levi’s is the brand for everybody who is not just anybody. This project created by ArtSide, produced more stories around how the iconic Levi's product is always present, at any time, around the world. Shot in Capetown. Concept and Production by Cyril Guyot.
ORIGINAL PENGUIN SUMMER ‘22
Original Penguin's Spring 2022 men's collection is here! Embodying carefree summertime fun, the designs feature looser silhouettes and reinvented sportswear with neon colors and geometric patterns. The campaign, captured by Melina Deya and styled by Ruben Del Moreia, radiates energy. Cyril Guyot handles creative, production, and post-production. Get ready to embrace vibrant colors and bold patterns this season!
PERRY ELLIS AMERICA FALL ‘22
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. 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.
FAME by PACO RABANNE
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.
SPICEBOMB by VIKTOR& ROLF
DOLCE&GABBANA / SONY ERICSSON
Creative Direction for Dolce & Gabbana and Sony Erickson’s collaboration. The campaign film and photographic prints were conceived by Cyril Guyot and shot in Paris, France.
