Adidas - Originals
Legend has it that a test on So Me, (aka Bertrand de Langeron), at the age of 6 determined that the area of his brain that controls drawing was operating overtime… 30 years later, his burgeoning career as a director-graphic designerphotographer-musician-artistic director have proven him right. He is the mastermind behind the powerful image of Ed Banger Records, home to Justice, Sebastian, Breakbot, Busy P, which he joined at the age of 23 at the end of his graphic design studies.
A real key element of the label, he gave it is its distinct identity: a profusion of typographies and colorful drawings, playful references to pop culture. Besides his activities as an artistic director and photographer, he remixes music, often under the name Video Village.
So Me started directing for the label’s artists, in 2005-2006 for JUSTICE and DJ MEHDI, sometimes associating graphic elements with his images of street culture and urban tribes. In 2008, he co-directed with Romain Gavras the documentary “Across the Universe” about Justice. In 2006, he won an MTV Award for the music video for JUSTICE’s “ We Are Your Friends ”, beating out a furious Kanye West. Always the good sport, the rapper asked him to direct a video for his song “ Good life ” a year later after seeing his work for “Dance” by JUSTICE. A video which also won an Award.
So Me has directed commercials, designed and photographed for brands such as APPLE, ADIDAS, HEINEKEN, LACOSTE, NIKE, DIOR to name a few. Reflecting his talent for animation and his incarnation of street life. This Stakhanovist also DJs. He has collaborated with fashion brands such as SIXPACK and REVOLVER and started his own line of clothing called COOL CATS. He has been the creative director of the magazine l’OFFICIEL since 2014 and just opened the boutique Club 75 (clothing, graphic art, music) in Paris.
So Me’s work is now exhibited all over the world.