Cyril Louis’ Mechatronics and Fine Arts Training Will Lead to 'Dance of Imagination and Logic' at The Royals
Cyril Louis’ journey is anything but conventional, mixing the precision of engineering with the fluidity of creativity, and proving that innovation often thrives at the intersection of contrasting disciplines.
As the newly appointed executive creative director and partner at The Royals, Cyril is ready to bring this innovative mindset to the Australian creative agency.
Cyril shares how his childhood curiosity sparked his passion for understanding how things work, reflects on his work with global brands like Heineken, and explores the challenges of adapting to different markets.
LBB> Have you always been a creative person, even as a child?
Cyril> I’m not entirely sure if I’ve always been a ‘creative’ person, but I’ve been curious for as long as I can remember. As a child, I constantly asked questions and explored everything around me. I’d wander off to new places, open up Christmas gifts like a remote-controlled car, and immediately take it apart to figure out how it worked.
My curiosity drove me into much mischief, but it also gave me a deeper sense of how things were put together. Maybe that’s where creativity started for me - the constant desire to understand, break things down, and see how to piece them back together. Or create a better version.
LBB> The Royals emphasises experimentation and innovation, and your career has so far blended mechatronics with fine art. How do you plan to integrate your unique fusion of technology and artistry into the role?
Cyril> Living and thinking at the intersection of two seemingly contrasting worlds - mechatronics and fine art - has allowed me to bridge the divide between technology and artistry. My approach blends the art of storytelling with the precision of systems thinking.
Each has a distinct yet creative mindset: storytelling brings simplicity and creativity through time, while systems thinking opens up possibilities and creativity in space. My work at The Royals will revolve around crafting narratives that are not only captivating but also create immersive, connected experiences. Or, put another way, an elegant and compelling dance of imagination and logic.
LBB> Your Heineken campaign, ‘The Boring Phone,’ aimed to reclaim social lives. Can you share more about the concept’s development and what you believe made it resonate so strongly with the audience?
Cyril> Heineken believes that they don’t sell beer, but instead sell good times. So identifying the barriers to good times was a priority. For some time, ‘overworking’ was the blocker we had been working to overcome. But another barrier emerged - digital dependence connects people globally but disconnects them from their friends in front of them.
We knew what we wanted to say to the world: ‘show the importance of socialising.’ But we sought a lateral and witty way to convey our message. We discovered a macro trend about the rise of flip phones enabling people to socialise without distraction.
The Boring Phone takes a stand on the importance of socialising and recognising the value of genuine connections in a tech-immersed society.
LBB> Having worked in cities like London, LA, Singapore, and Dubai, what cultural differences have shaped your creative strategies, and how do you adapt these insights to the Australian market?
Cyril> The pace of culture today feels nearly universal thanks to the speed of information. But the local pulse truly sets markets apart - understanding what resonates with people and being timely and culturally relevant. Every market has its rhythm and triggers that engage audiences.
At the same time, there’s a unique advantage that comes with bringing an outsider’s perspective. It’s a layering of the insights and experiences from previous markets to create something fresh. In Australia, it will be about balancing those learnings with the local flavour, crafting ideas that are globally informed but distinctly relevant.
LBB> You’ve led global campaigns for iconic brands such as Beats by Dre and EA Games. How do you balance the demands of creating global brands while maintaining relevance in local markets?
Cyril> Over the years of working with global brands, one thing has become clear: there’s no one-size-fits-all solution for international campaigns. The idea of a universal ‘silver bullet’ doesn’t exist. But what does exist is a shared cultural pulse - a global heartbeat that connects people, making ideas timely, engaging, and resonant regardless of geography.
The key is crafting messages that not only translate across borders but also feel like they belong. Once you capture that global connection, the magic happens locally. It’s about digging deeper, creating stories and experiences that reflect the nuances of the local culture - so the message not only lands but is embraced by each audience, in their way.
LBB> With the rise of business transformation and product innovation, what role do you see creative agencies like The Royals playing in shaping the future of brand experiences?
Cyril> Generative AI is reshaping the landscape and pushing brand leaders to rethink everything they know. And this is just the beginning. Generative AI isn’t the final wave of disruption. To stay ahead, brands need innovation in their products and business models, creating a culture ready to adapt and evolve with each new technological shift.
This is where creative agencies like The Royals come into play. Positioned at the intersection of creativity, strategy, and communication, we’re perfectly poised to help brands navigate these new frontiers, ensuring they stay relevant and connected in a rapidly changing world.
LBB> Your humanitarian work in Dubai showed a different side of your creativity. How has that experience influenced your brand storytelling approach and belief in enriching people’s lives?
Cyril> My humanitarian work in Dubai opened my eyes to the incredible power we hold as creatives to make a meaningful impact. It’s easy to forget that what we produce reaches millions - sometimes even billions - and that influence can be harnessed to do real good. Working with brands that strive to matter to people, I’ve realised that, at the heart of it, most people want their day - and their world - to be a little better.
This inner voice always reminds me that perhaps, through the stories we tell, I can brighten someone’s day. Whether it’s something as small as a clever message like ‘The Boring Phone’ or as ambitious as planting 20 million trees for the ‘UAE Nation Branding’. Every gesture has the potential to enrich lives, and that’s the kind of storytelling that genuinely resonates.
LBB> As you prepare to relocate to Melbourne for your role at The Royals, what excites you most about the Australian market, and how do you see yourself contributing to the agency’s growth?
Cyril> The Australian market has a dynamic blend of creative independents and industry giants, each pushing the boundaries of creativity. Unlike markets dominated by global networks, Australia offers a rich variety of agencies, each with its flavour and way of working, which keeps the creative bar high and the competition healthy.
As I join The Royals, I’m eager to bring my vision for brands to experiment, stay culturally relevant, and take bold stances. In a world where attention is currency, we must shift from a marketing mindset to an entertainment mindset.
LBB> If you could change one thing about the industry, what would it be and why?
Cyril> What to choose? Gender parity, free pitches, and agency remuneration methods? As a creative, I would say the tendency to play it safe. Too often, creative risks get watered down by layers of approval or a fear of not pleasing everyone. But the truth is, playing it safe leads to forgettable work.
