Its primary objective: to impact. Demanding, he takes care of the smallest detail that must be justified. He does not like creations without meaning, without stories or without emotions in order to create a stronger interaction with the target. He knows perfectly well how to adapt and communicate his expectations. This allowed him, in addition to his approach and experience, to explain his vision and lead the design of new equipment for freedivers. He also knows how to listen and surround himself with experts to obtain convincing results. For this, he is inspired, researches, compares, audits, questions, to propose a differentiating approach which even at the same time, marketing, trends, aesthetics, psychology, cognitive biases, and his experience in order to design a unique and specific cocktail