Xavier is a Partner and Executive Creative Director at Rethink, a fiercely independent creative agency with offices in Montréal, Toronto, New York and Vancouver.

He joined in 2015 and helped establish Rethink’s Montreal operation, quickly rising the ranks and becoming the one of youngest partners in the agency’s history. Xavier relentlessly contributes to creating famous, fun, smart-yet-dumb campaigns for global brands like Molson Coors, IKEA and Heinz to name a few. In 2024, Rethink was named Independent Agency of the Year and Indie Network of the Year at Cannes Lions and Xavier topped the Lions Talent Report.

His projects were featured in just about every mainstream news outlet on Earth, won Gold or Grand Prix at every major award show and exhibited at the Montreal Museum of Fine Arts. And there's a pretty good chance that Xavier's latest work is currently featured on his mom's iPhone lockscreen.

Outside of being an ad dad, he’s an actual dad of two, partner to one and a depressingly average golfer. Probably the best testament to his relentlessness.