My friend Elise launched Padamliou in 2020, in the midst of a global health crisis. Padamliou is a Togolese ready-to-wear brand, inspired and created in Africa. The brand collaborates with artisans based in Africa to perpetuate ancestral know-how. A particular attention is paid to all pieces, which are handmade, making each one unique. Padamliou means "they believe in me" in Kabyè, a language spoken mainly in the northern region of Togo.

I've long admired Elise's exceptional creativity and unwavering determination. When she approached me to collaborate on the launch campaign for her 2nd collection, it felt like a natural fit. In this partnership, my role extended beyond conventional consulting – I took on the responsibility of providing a critical and pragmatic perspective to shape Elise's hyper-creative ideas into the compelling narrative of the campaign launch video. Additionally, I played a key role in crafting the social media strategy for the entire campaign, overseeing everything from meticulous planning to orchestrating the live online show. Engaging in this project was not just professionally fulfilling but also personally rewarding, as it allowed us to showcase the rich tapestry of African craftsmanship and culture, with a special focus on Kpalimé, the enchanting city of 7 wonders in Togo.