Originally, Gricha is a musician. During the better half of the 2000 decade,
with his rock band, he developed a pretty good sens of rhythm, and how to improvise in finding a plan b.
He also learned during that time of touring and recording in the US and in Europe, that it takes a lot of work to get to something simple and efficient.
Then, at the image department of the Paris-based brand A.P.C., Gricha was in charge of the production of the brand’s content. After the hectic and nomadic music years, this creative desk job suited him well, dealing with all the various esthetic demands, staying below budget, and always delivering before the deadline.
In 2016, Gricha started to direct videos, starting with travel documentaries for Condé Nast Traveler. He quickly branched out, keeping a quite cinematic touch in his work by trying to give each project some form of narration in order to invite the viewer to follow more than just images, but to live a a story.