Whaaat! is a global creative production collective, founded in 2019 by the directing duo Guillaume le Quément and Hugo Tordjman. Their work is driven by movement, precision, and a passion for crafted images at the crossroads of luxury, sport, and savoir-faire.

This creative partnership quickly evolved into a fully-fledged ecosystem: to sharpen creative control and keep workflows agile, we brought post-production in-house, then expanded with a full production team led by producer and partner Théo Tordjman.

Over time, Team Whaaat! has grown into a vibrant collective, welcoming new voices in directing and photography a complementary crew united by a shared taste for narrative precision and visual boldness.

Rooted in our French heritage and a shared background in skateboarding, we shaped a visual DNA powered by style, music, and instinct. This culture runs through everything we create.

We stand out with a unique positioning: an agile team built for ambitious formats, focused on one goal  eliciting an emotional «» from every audience.