Originally, Gricha is a musician.
During the better half of the 2000 decade, with his rock band, he developed a good sense of rhythm and how to improvise when needing a plan B.
During the many months or touring and recording in the US and Europe, he also learned 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 developped new skills as he ran 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.
From that experience, Gricha started to direct his own videos using the production values he had learnt as a musician, and started with travel documentaries for Condé Nast Traveller. He quickly branched out, keeping quite a cinematic touch in his work by trying to give each project solid storytelling and inviting the viewer to dive into the subject.
Gricha now lives and works in Paris, delivering his video stories to brands such as Sessùn, Chaumet or American Vintage.