Anthony Surgis

• Operational & Process Restructuring: Global redesign of the Asana ecosystem (production tool) and integration of a new standard brief to optimize Studio workflow and rituals (monthly, workshops),

• Content Strategy & Performance: Management of the strategic production pivot (refocus B2C vs B2B) and deployment of new experimental video formats for social media and mid-funnel,

• AI Innovation & Workflow: In-depth study and concrete integration of generative AI tools into the creative workflow to maximize team productivity and agility,

• Management & Creative Vision: Management of 360° creative production for SeLoger and Belles Demeures, supervision of 5 designers, and absolute guarantee of brand consistency and creative excellence across all channels.

Key Learning: Managing a creative department undergoing technological transition, combining human management, strategic agility (B2C pivot, new formats), and process optimization through AI and modern production tools.

• Technical Training: Leading workshops on the creative mastery of Midjourney and Adobe Firefly (Passerelle and Bachelor 2 classes),

• Project Pedagogy: Directing prospective projects to transform technological apprehension into a productivity lever,

• Vision & Ethics: Raising awareness of legal issues and the central role of the Art Director's eye in automated execution.

Key Learning: Mastering AI as a productivity lever, placing ethics, copyright, and the Art Director's critical eye at the center of the creative process.

• Brand Strategy: Defining new brand pillars and group values,

• Visual Identity: Creating a new, streamlined logotype symbolizing the convergence and dynamism of the group's various expertise areas,

• Content Strategy & Copywriting: Complete rewriting of storytelling and content for smoother, warmer, and more impactful communication.

• Deployment: Optimizing communication materials to ensure immediate upscale and better readability of the overall offering.

Key Learning: Global overhaul of a group identity through the creation of a coherent visual and editorial ecosystem, transforming a multi-expertise offering into a readable, warm, and premium brand.