DAVID SIRIEIX
David Sirieix is a former medical student from the University of Lille, France, who discovered his true passion in the world of advertising. Now based in New York, David has established himself as a "Brand Psychologist" and "Conceptor," renowned for his innovative and often provocative campaigns.
David's career began in 1997 with a celebrated ad campaign for a sock company, which received widespread acclaim from industry editors. He quickly followed this success with groundbreaking and controversial comparative fashion campaigns, including "DKNwhy?" for DKNY, "Tommy, Can You Hear Me?" for Tommy Hilfiger, and "Escape CK" for Calvin Klein. These campaigns generated significant media buzz and marked a pivotal shift in U.S. fashion advertising. David also played a crucial role in elevating the then-unknown brand Weatherproof, increasing its sales from $18 million to $100 million with the immensely popular "The Foul Weather Friend" jacket, which became the best-selling jacket in the U.S. within two years.
David's journey began modestly, spending five years with the U.S. branch of JGSA, the largest privately owned Japanese conglomerate. He then launched his own advertising agency, educating himself in the business by studying twelve major books on communication. His talent quickly garnered industry attention, with Adweek featuring his first campaign in its portfolio.
David has since led numerous high-profile projects, including the successful rebranding of Avirex from an urban label to its aviation roots. This repositioning, highlighted by the appearance of the Avirex jacket in the film The Aviator with Leonardo DiCaprio, facilitated the brand's acquisition by Marc Ecko Unlimited within six months. David also created the "Made in Maviland" campaign for Mavi Jeans and has worked with clients such as M+FG, Victorinox, Chantelle Group, ALDO Shoes, Boiron Borneman, Potovski Vodka, and Sulka Richemont Group.
One of his most notable and controversial projects was for Marithé François Girbaud, where he developed the tagline "Bodies by God, le Jean de Marithé + François Girbaud." This campaign evolved into "The Last Supper" and later "Unified Field Theory," featuring an ad that reimagined The Last Supper with God portrayed as a woman surrounded by supermodels. The campaign, managed by Air Agency, Paris, was banned following a complaint from the Vatican, igniting international debate.
David also played an instrumental role in bringing the European service and label "ELU Produit de L'Année" to North America, a concept founded by French businessman Christian Lebret, now present in 27 countries. The venture was sold under undisclosed terms four years after its introduction.
Continuing his innovative approach, David conducted archetype studies for the Chantelle Group, leading to ad campaigns for Passionata, featuring David LaChapelle's "Ice Horse" and Isabeli Fontana, as well as a campaign with Stephanie Seymour and Peter Lindbergh for Chantelle.
In 2008, David undertook an archetype study for Victorinox/Swiss Army, encompassing their diverse product range, including knives, luggage, watches, fragrances, and clothing. His methodology, which integrates Jungian and Freudian archetypes with creativity, humanity, and technology, seeks to reconnect brands with the consumer collective unconscious and cultural codes.
David's consulting group, SIRIEIX, prioritizes the "Humanity Core" over the "Product Core," emphasizing the deep, instinctive connections between brands and consumers. His work continues to transform the landscape of consumer goods and services, combining instinct and logic to craft compelling brand narratives and identities.