CREATIVE

DIRECTOR

MATHIEU J. LEBORGNE

SKYFALL our concept.

The concept centred on a stroller descending gently from the sky, a visual metaphor built around the product's headline feature: folding down small enough to fit in an aircraft overhead locker. We matched the energy of a new product launch with the drama of something arriving from above, taking the audience on a gradual reveal that built anticipation before showcasing the stroller's key transformation in full.

As Creative Producer and Art Director, I shaped the project from the ground up. I built the initial client deck, developed multiple creative directions and presented the pitch that got SKYFALL greenlit. Once in production, I held the line between creative ambition and client expectation, managing feedback loops, steering art direction decisions and keeping our Unreal Engine pipeline moving without losing sight of the original vision.

CLIENT: SILVERCROSS - NIA

DELIVERY: WEBSITE / SOCIAL MEDIA / EXHIBITION

ROLE: CREATIVE LEAD / MANAGER

COMPANY: SUPERBLIMP

SILVER CROSS came to us with a clear ambition: AAA-grade visuals to launch their new foldable stroller range. The brief called for something that felt less like a product demo and more like a statement.

The creative challenge was to translate a mechanical feature, the fold, into a piece of abstract visual storytelling that communicated innovation without explaining it. To achieve this, we built advanced folding material systems inside Unreal Engine 5.7, unlocking real-time camera freedom and a level of flexibility that a traditional render pipeline simply could not offer. Getting those materials to behave convincingly across high-resolution outputs, while preserving the photorealistic quality the client expected.

The campaign was built for B2C performance across key social and digital platforms, with content optimised to drive engagement rate, brand awareness and conversion.

Ongoing process of the folding cycle

6159
Youtube
views

+3000
LinkedIn
impressions

+720
Instagram
likes

At the exhibition

High end renders for the exhibition prints and booth display

My responsibilities across the project

Project management and production oversight
Creative concept development and art direction
Client liaison and feedback integration
Sound and SFX direction

HARROGATE 2025
attendance increasing
by over 20%
(client's data)

THE BIGGEST CHALLENGE

Delivering a technically ambitious, first-of-its-kind real-time production whilst keeping a premium client confident throughout. The Unreal Engine pipeline was new territory for the client, which meant the team had to work in lockstep, with technical artists, motion designers and myself maintaining constant alignment so that every review felt polished and purposeful.

Watch online

Hamish McPhillips

Head of Category at SILVER CROSS

'Great work!!! World class product , world class production!!'

Folding Cinematic

TAMU by Patrick Jouin & the DesignStudio

From the outset, I was embedded in the full R&D process, documenting every stage of development and building the asset library that would underpin the project's storytelling. I contributed to the initial design internally, with XGenerative Design used to optimise material distribution and structural efficiency. I led the development of the 3D cinematic showcasing the chair's folding animation, and managed a strand of social media content and internal communications through the 3DEXPERIENCE platform, with additional production work in Autodesk Maya.

At Design Week Milan, I was responsible for the booth design, overseeing the art direction of all physical elements and the content displayed across the installation.

Film extract

+5k
Visitors

+8k
Youtube
Views

+1M
LinkedIn
Followers

CLIENT: PATRICK JOUIN STUDIO

DELIVERY: DESIGN WEEK MILAN

ROLE: DESIGN MANAGER / CREATIVE LEAD

COMPANY: DESIGN STUDIO

Passionate designer Patrick Jouin has spent 15 years pushing the boundaries of 3D printing and machine-led fabrication. In 2004, his SOLID collection, the first series of 1:1 furniture produced using these technologies, entered the permanent collections of major museums worldwide.

In 2019, he unveiled TAMU, a groundbreaking folding chair inspired by the efficiency of nature, engineered to use as little space and material as possible. The result of a genuine dialogue between designer and machine, TAMU was developed with the support of Dassault Systemes and the full power of the 3DEXPERIENCE platform.

Tamu Chair PatrickJOUINiD prototype_xl1.jpg

Milan Design Week booth

My responsibilities across the project

R&D documentation and asset creation
Storytelling strategy and content development
Generative design contribution via 3DEXPERIENCE
3D cinematic direction and production
Social media & internal communications management
Booth design and art direction at Design Week Milan

THE BIGGEST CHALLENGE

TAMU sat at the intersection of experimental fabrication, generative design and live public presentation, with no margin for error at Milan. Capturing a fast-moving R&D process in real time, while simultaneously building the content, the cinematic and the exhibition, meant every workstream had to stay in motion at once. The booth had to match the ambition of the object inside it.

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EXODUS by Design Studio

The core idea was to create an Autonomous Air Management System (AAMS) that would allow a remote control car to maintain straight-line speed through corners. The 1:10 scale format was a deliberate choice: easy to iterate on, strong enough to serve as a compelling case study for the 3DEXPERIENCE platform, and well suited to a real-time XR experience.

I drove the early workshops, onboarding contributors from across the business and giving the team room to challenge the core concept and develop its fundamental principles. From there, facilitating communication between departments and designing the onboard implementation became a sustained process in itself, using divergent and convergent design methodologies to refine the car's shape, with SIMULIA flux simulations informing every aerodynamic decision and CATIA managing the mechanical integration of the system into the chassis.

CLIENT: DESIGN STUDIO / 3DEXPERIENCE LAB

DELIVERY: 3D EXPERIENCE WORLD EVENT 2026

ROLE: CO-FOUNDER / DESIGNER

COMPANY: DASSAULT SYSTEMES

As Design Manager, I finally had the platform to bring an idea I had been carrying for years into reality: using flux simulation alongside remote control car engineering to build a physics model from scratch, one designed to measurably improve traction

and cornering speed.

The concept was technically sound. Getting the organisation to believe in it was the harder job. It took persistent pitching, detailed deck work and some careful

arm-twisting to demonstrate that the real opportunity lay in breaking down the silos between departments and consolidating the workflow inside the 3DEXPERIENCE platform, spanning CATIA for design, SIMULIA for simulation and SolidWorks for engineering. Once the right people were in the room together, we were able to engineer a working prototype that delivered exactly what the physics model had promised.

My responsibilities across the project

Concept origination and design strategy
Stakeholder pitching
Workshop facilitation and team onboarding
Design methodology leadership
Brand face and public representative of the project
Project management

THE BIGGEST CHALLENGE

EXODUS was never a straightforward sell. Convincing a large organisation to invest time, resource and cross-departmental energy into a project that lived outside the usual brief required sustained advocacy, political navigation and a clear-eyed belief in the concept long before anyone else shared it.

The technical complexity of integrating a fully functioning AAMS into a 1:10 scale chassis, while keeping simulation, design and engineering in sync across separate teams, meant that alignment was never a given. It had to be earned at every stage.

The next milestone is the construction of a full real-life prototype, with the first test run and public presentation targeted for 3DEXPERIENCE World 2027, where EXODUS will make its case on one of the most visible stages in the industry.

5
Brands Involved

Enovia - Catia - Solidworks Simulia - 3DXite

5
Brands Involved

Enovia - Catia - Solidworks Simulia - 3DXite

Online Experience

SHOWREEL CREATIVE

AURORA by Mamou-Mani

As Head of Content and Designer, I was embedded in the project from the outset, managing the flow of communication between the CATIA department and the design studio while capturing the full arc of the project for content purposes. I contributed to the pre-release publication and supported the development of 3D visualisations used across project materials.

At the exhibition, I directed the agency teams responsible for capturing the event, overseeing the creation of social media content built to drive awareness and extend the reach of the installation beyond the museum walls. I also directed the film production and motion design explainers used both within the exhibition and across online and social channels.

THE BIGGEST CHALLENGE

Bridging the gap between a computational design studio and a software engineering department, in real time, on a project with a fixed public deadline and a sustainability mandate that left no room for waste, in material or process. Keeping both sides in productive dialogue while the installation took shape required as much communication design as it did content production.

CLIENT: ARTHUR MAMOU-MANI - AURORA

DELIVERY: DESIGN MUSEUM

ROLE: HEAD OF CONTENT / DESIGNER

COMPANY: DASSAULT SYSTEMES

AURORA takes the form of a series of wave-like modules, manufactured locally at Mamou-Mani's Fab.Pub in London using bio-sourced PLA 3D printing, and suspended from the atrium of the Design Museum on steel tubes. The third instalment of Dassault Systemes' Design in the Age of Experience initiative, it formed part of the museum's Waste Age: What Can Design Do? exhibition, placing circular architecture and sustainable fabrication at the centre of public conversation.