So Me is a Paris-based director, graphic designer, photographer, and artistic director whose commercial work grew out of shaping Ed Banger Records’ visual identity. After graphic-design studies he joined the label at 23, building its look through dense typography, colorful drawings, and pop-culture references, then began directing for Ed Banger artists including Justice and Dj Mehdi in 2005–2006. In 2006 he won an MTV Award for Justice’s “We Are Your Friends”; he later contributed animation to Kanye West’s “The Good Life,” directed or collaborated on videos for Kid Cudi, MGMT, Duck Sauce, Pusha T, Major Lazer, and Riton, and in 2008 co-directed the Justice documentary “Across the Universe” with Romain Gavras. Evidenced brand work includes PacSun’s “Dress Irresponsibly” TV commercials (2011), Dior Poison Girl (2017), Lacoste Holidays (2022), Cacharel “Yes I Am” (director and photographer), and Iconoclast roster pieces for Stella Artois (“The Life Artois”), Apple (“Say it with Stickers”), and Jordan (“fly”), alongside credits for Adidas, Heineken, Nike, and Courrège. Parallel practice includes creative direction of l’Officiel from 2014 and the 2013 Ed Banger anniversary photo-album « Travail, Famille, Party ». He is working with Iconoclast.