The Blaze, made up of French cousins Guillaume and Jonathan Alric, began their career as musical artists, producing electronic tracks. They then exploded in 2016, when the single "Virile" debuted via Bromance Records, a French music label that has produced music for artists such as Kaytranada. "Virile" and the video, which they directed themselves, found instant success on the internet and accumulated over 2.5 million views on YouTube winning Best Alternative Pop Video at the UK Video Music Awards. Their next music video, "Territory" - another song they wrote and produced themselves - capped a remarkable run by winning the prestigious Grand Prix at the 2017 Cannes Lions International Film Festival.
The Blaze's remarkable work has attracted the attention of prestigious brands such as Dior, for whom Jonathan and Guillaume created a campaign entitled "I'm your Man", as well as for the investment firm Wealthsimple, illustrating with their unique perspective the beauty of change and the future prospects that come with it. They have also put their talent at the service of a great cause, the fight against cancer. Thus, they created the ad ''whatever it takes'', to raise awareness of this disease, but also of the courage of the assistants who accompany patients on a daily basis, making their lives easier.