Brooklyn Brewery wanted Paris’s cool, in-the-know crowd to live the real Brooklyn state of mind. Something authentic enough to be believed, and cool enough to be talked about.
What we did
A bodega, built from scratch.
We brought the bodega to Paris: the corner store that is the heart of every Brooklyn block, where you grab a beer, a sandwich and a chat. A real place to relive the New York experience and its sense of community. Raska joined as its host, so the whole of social Paris heard about it. And we made it replicable, because people who drink Brooklyn aren’t only in Paris.
Role & partners
My role
Managing Director, Foolish
Foolish
Strategic planning, art direction and production
Influence
Digital Playas × Raska
Client
Brooklyn Brewery France
01
A real bodega.
34 rue du Bourg Tibourg, 29 August to 5 October. Neon, raw walls, checkerboard floor, screen-printed posters, a tonne of US products, exclusive Brooklyn beers and limited-edition merch. Built to capture the Brooklyn spirit and the real codes of a New York bodega, not a brand’s idea of one.
With Digital Playas, Raska was the bodega’s host, not its guest. First, a trip to Brooklyn: a visit to the brewery, and a thrift haul from the neighbourhood that he sold in the store to his own community, for charity. Then he took over the place, with live DJ sets and events that kept the bodega buzzing for five weeks.
03
Good food in the belly.
A street-food menu by Moïse Sfez, created for the occasion. The Paris chef behind Homer Lobster, Janet and Maurice Sfez Café brought New York deli food to the bodega: roast beef, grilled cheese and tuna sandwiches on brioche, a sandwich + beer menu, and cookies.
Moïse SfezHomer Food Group111K Instagram
04
A place that lived, and paid for itself.
We even built a business plan to make sure the pop-up would break even: the venue and the staff were paid for by sales on site.
05
Tested across France first.
Before the Paris store, the bodega went on tour. For months, a kit of signs, shelves and products turned bars, supermarkets and festivals across France into mini-bodegas for a day or a weekend. The tour worked, so Brooklyn Brewery greenlit the full-size version. And because everything fits in a kit, the concept can be set up again, anywhere.
Brooklyn Brewery owns a territory most beers would kill for: the neighbourhood itself, creative, multicultural, cool.
But in France it had to earn its place in a crowded craft-beer market, under a law that forbids most of what beer brands do elsewhere.
What we did
A year built from social.
To reach a young, cool, in-the-know audience in France, we chose to focus our efforts on one beer: Pulp Art, the colourful, pop and fruity side of the brand’s range.
Through this one reference, we transposed the Brooklyn state of mind to France and brought the brand experience to life: colourful events, original activations, passionate ambassadors and seriously joyful content.
Role & partners
My role
Managing Director, Foolish
Foolish
Strategy, creative platform, art direction, social, influence and production
Client
Brooklyn Brewery France
01
The campaign.
An OOH and DOOH campaign built to carry the Brooklyn state of mind, within the Evin law.
02
Social, all year long.
The brand platform lived every week on Instagram. A content line built on This is Brooklyn: the beers, the places, the people and the events, in a feed that stays within the Evin law and still looks like the neighbourhood it comes from.
03
The annual ambassador.
Hungry Consti was Brooklyn’s voice all year long. She went to the brewery to meet the people who make the beer, hosted the Fonio party at Mosugo with Brooklyn’s brewmaster Garrett Oliver and chef Mory Sacko, and ate her way through the Brooklyn Experience. Content that works with the Evin law, and content that doesn’t need to.
Hungry ConstiParis food creator · @hungryconsti · 196K on Instagram
The brewery visit, Williamsburg01The Fonio party at Mosugo02The Brooklyn Experience03
04
The Brooklyn Experience.
A four-day festival on the Brooklyn way of life, at the Halles de Lyon and in Paris, then on tour across France in custom-designed containers. Brewmaster workshop, tag mural, hot-dog contest, ceramics and screen-printing, drag bingo, DJ sets: four days that gathered more than 14,000 people.
04 · The programme
Four days, a different Brooklyn each day.
Live painting, a burger masterclass with the world burger champion, the Fonio banquet, a molecular show, mixology with beer cocktails. A programme published day by day on social, so the city knew where to be each evening.
Day 1Day 2Day 3Day 4
04 · Live
Live, for social.
Every day of the festival was covered live: stories and reels shot and published the same day, so the feed lived at the pace of the event.
Choose your neighbourhoodAsk the staff · how to pour a BrooklynAsk the staff · changing a kegAsk the staff · choosing your BrooklynChoose your neighbourhoodAsk the staff · how to pour a BrooklynAsk the staff · changing a kegAsk the staff · choosing your Brooklyn
04 · Influence
Four creators who experienced it.
A crew of Lyon and Paris creators invited to the Brooklyn Experience, each in their own world: food, tattoo, lifestyle, nightlife. They showed what the Brooklyn state of mind looks like, on their own channels and in their own words.
Brooklyn is a beer people order at the bar. We wanted it to exist at the table too: with food, in the places Parisians actually go, and in the universe of the people we talk to.
What we did
A series shot in the restaurants Paris talks about.
We went to interview the bars and restaurants the target loves, and asked each of them to pair its food with a Brooklyn beer. From the neighbourhood bar to the bistronomy table, from finger food to a beer cocktail. A state of mind rather than a product focus, with a raw, craft look.
Role & partners
My role
General Manager, Foolish
Foolish
Strategy, concept, art direction, production
Film
1718
Client
Brooklyn Brewery France
01 · The episodes
Five places, five ways to drink it.
A beer on tap behind the counter, a beer with the best burger in Paris, a beer in a cocktail, a beer with the dish of the day. Each episode has its own universe, and the beer lives in it.
Episode 1
Ni une ni deux
Guillaume & Timothée, barmen
Behind the counter. Here, we sit behind the counter. The beer is on tap, and that matters. A beer with character, even more.
Episode 2
Bon Esprit
David, barman & founder
Craft beers & good spirits. A neighbourhood bar built on craft beer. You come in for one, you talk, you stay for the second.
Episode 3
The Honest Lawyer
Vincent, manager
A Brooklyn in a pub? A Paris institution for 30 years, with nothing to envy the bars around it. Home of the “best burgers in Paris”. And for the best burger, you need the best beer.
Episode 4
La Poudrière
Matthieu, mixologist & founder
A cocktail? No, a Brooklyn. In a place like La Poudrière, where beer is unexpected, there is this beer. Some wouldn’t even dare order it. Here the focus is on flavours, and Brooklyn is the obvious choice. So why not a beer cocktail?
Episode 5
Le Poinçon
Nico & Robin, chefs
Seasonal food, and a Brooklyn. If you’re not into wine, there is this beer. In a jazzy mood, Le Poinçon is where you come for seasonal, creative dishes. We recommend this beer for one reason: its taste.
02
Imperfect on purpose.
Direct light, hard shadows, places left as they are. A moodshot, a food pairing and a portrait per place: the people who serve the beer, photographed where they work, with the beer always in the frame.
Novotel is the historic family hotel brand. But in a crowded market where every hotel brand talks to the same parents, being the family brand was no longer enough: Novotel had to give families a reason to choose it.
What we did
It all started with social listening.
Our listening showed a strong interest in “adults only” hotels, and a lot of debate about them on social. We felt the brand had to take a strong stand, and side with the kids in this fight.
So we sounded the revolt: if adults can create adults-only hotels, kids won’t stand idly by. They love hotels too much, and even plan their own Kids Only hotel. Thankfully, it never has to happen: their dream hotel already exists. It’s Novotel.
A digital film, a takeover of Novotel’s Instagram account by the kids with a whole series of social content, a press release in Le Journal de Mickey calling other kids to join the revolt, and a wide digital media plan.
Role & partners
My role
Managing Director, Foolish
Foolish
Social listening, strategy, creative, social media, production, media
Production
Étoile Noire
Client
Novotel, Accor
01
The listening.
Early 2024, our social listening picked up a growing conversation about “adults only” hotels. A growing trend in France, with strong interest and a lot of debate on social. The brand had to take a stand, and of course we chose the kids’ side.
Search interest for “Hotel adults only”Source: Google Trends · France · Oct 2021 – May 2024 · index 0–100
02
The film.
Emie, Nolan and Swann find out that parents have decided to ban kids from hotels: “adults only” hotels are the new trend. WHAT?!! No more pillow fights, no more hotel breakfasts, no more pools, no more big cuddly toys?!
So they decide to fight back, and plan a hotel by kids, ONLY FOR KIDS…
03
The case.
The whole campaign in one minute: the film, the capsules, the Journal de Mickey and the results.
Results
30Mimpressions on social
3Mvideos viewed at 100%
859Kpeople reached by the Journal de Mickey insertions
We worked with ibis Styles from 2023 to 2025 to bring out the brand’s personality and show that every hotel is unique, through creative social media, content and influence strategies, full of colour and community moments.
Role & partners
My role
Managing Director, Foolish
Foolish
Social media, content and influence strategy, creative, production
Client
ibis Styles, Accor
01
High-visibility influence to build awareness.
A national campaign to put ibis Styles on the map for a young audience. We brought Lena Situations (5M followers), Marcus (357K) and Sparkdise (166K) to ibis Styles La Rochelle for a weekend.
Lena SituationsCreator · @lenamahfouf · 5M followers
Lena Situations5M followersMarcus357K followersSparkdise166K followers
Results
4.6Mviews at 100%
+22Kfollowers in 24h
12%engagement rate on our content
🍒 Cherry on the cake
A YouTube vlog we never paid for.
The collaboration went so well that Lena made a YouTube pre-vlog of August about her trip to ibis Styles La Rochelle, with no extra fee paid by the brand.
02
A yearly ambassador to build consideration.
Following the visibility campaign, we wanted to keep working on awareness and brand preference with a yearly collaboration with Coline. A creator with a strong community, a high engagement rate and a real affinity with the brand.
Coline went to six different ibis Styles hotels, each time with the same four-step programme.
ColineCreative lifestyle creator · 450K followers
The announcement
She tells her local community she is coming.
The workshop
Followers sign up to take part in a workshop with her on the hotel’s theme.
The hotel & the restaurant
The room, the theme, the food.
The local places
A selection of places to discover and a mini tour of the city.
Average results per hotel featured
2.6Mreach
80Kinteractions
€380Kearned media value
03
Artists to build preference.
To strengthen ibis Styles’ creative positioning, we invited content creators with distinct and complementary worlds to create a unique art object in a hotel, linked to its theme. Season one: Bruno Graffer (416K followers), Tycieso (290K), Clotilde Puy (85K) and Studio Jonesie (30K).
The operation was such a success that we ran four seasons, with more than ten creators, and we received many DMs each year from creators asking to join the next season.
Results of the first season alone
8.1Mpeople reached
11.6Mimpressions
20.6Kinteractions
04
Always-on content to humanise the brand.
For the always-on strategy, we chose a partnership with a content-creator couple, Découvrir Ensemble (170K followers), to show our hotels and restaurants in a fun, human way. We sent them to 12 hotels, one per month, and generated more than 60 pieces of content a year.
Ornikar • Independent consultant • May → July 2026
From isolated assets to a well-oiled machine.
Social strategyPaidCreator labOrganicDashboard
The ask
Match the brand’s ambitions on social.
A well-known brand and motivated teams, but a social presence working in silos, results running out of steam and measurement by eye. With a new ad campaign launched in March, Ornikar wanted a social presence that matched its ambitions, a system that measures what works, and one that keeps running after I leave.
What we did
Ten weeks, eight workstreams.
From decoding new social behaviours to the organisation that carries the strategy: a competitive map, an insights–messages–personas matrix built from comments, reviews and forums, a social brand personality, a measurement framework with shared KPIs, and a workshop for the team to own it.
Then a strategy in three parts that feed each other: paid, a creator lab and organic.
Role & partners
My role
Independent consultant
Scope
Strategy, organisation, measurement, tools
Client
Ornikar
01
Three parts that feed each other.
Each part has its own job, and the winners move from one to the next. Formats are tested at scale in real organic conditions, the best ones move up to paid and to the brand accounts.
Paid
Every creative answers a trigger.
Assets rebuilt in substance and form, each one answering a trigger for a target, in a pipeline driven by KPIs and decision thresholds.
Creator lab
Test in real conditions.
A network of unbranded TikTok accounts run by creators and managed in-house, to test formats at scale, with the winners moving up to paid and brand accounts.
Organic
A more human brand.
Four editorial pillars and a more human tone on the brand’s own accounts.
02
An agile rollout rather than a theoretical plan.
Start, optimise, industrialise. Then hand over the controls to the team.
V0May
Start.
V1June
Optimise.
V2Rentrée
Industrialise and hand over.
03
The machine behind the strategy.
A custom dashboard for creative and social performance, and a web app to steer the roadmap. Both built with Claude Code, so the team can keep measuring what works without me.
Results
-47%cost per sign-up on the best new formats, vs Q1 2026
¾of a launch weekend’s sign-ups generated by the new content
+900Korganic views in the creator lab’s first month
×3.4organic views per video on the brand account, Q1 → Q2
Paid: 30+ new assets, hook rate +15 pts vs Q1. Organic: engagement from 2.9% to 3.9%.
