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Geoffrey attributes much of his career’s longevity to his process, one that is both technically sound and fluid in its adaptability. He’s never shied away from being provocative, constantly pushing the boundaries of what’s expected in both the art world and the commercial landscape. “I always take the most appropriately opposite decision,” he says, highlighting how he plays with assumptions and subverts traditional expectations. In an era dominated by the attention economy, Geoffrey’s goal is to create work that grabs and holds interest, whether through its aesthetic or narrative boldness.

His platform-agnostic approach is powered by an innate curiosity and desire to experiment. Geoffrey often seeks out different formats and ideas, constantly questioning “glimpse culture” and challenging the boundaries of what everyone else is doing. He’s frequently called upon to inject newness into projects, often using his innovative pipeline and techniques to introduce something fresh. Fashion and culture clients, in particular, value his approach: “They’re really needing something fresh that’s not repetitive,” Geoffrey explains, and that’s where he comes in. His ability to blend physical and digital mediums makes him an invaluable asset.

Geoffrey’s multifaceted creative process is heavily influenced by his technical training, particularly in 3D and visual effects. His background allows him to play with technology in ways others might not even consider. “I’m very technical with new approaches, so I don’t rely on the constraints of technology,” he says. “I feel like I’ve mastered the art of various softwares so I can subvert their applications. My intention is that eventually it all weaves into each other.”

His journey into digital artistry began in the late '90s and early '00s with the development of Flash, a platform that allowed him to pioneer the use of the internet as a digital art medium. “I was one of the first maybe ten people using the internet as a digital art medium,” he recalls, noting how surreal and magical the early web felt compared to today’s hyper-commercialised online space. This early exploration led Geoffrey to found the digital art agency Champagne Valentine, which became a gateway into the music video scene and beyond.

Now, with his signing to 100%, Geoffrey is excited to expand his directorial work and embrace more live action projects. His technical background allows him to collaborate seamlessly with VFX and digital art teams, a skill set he hopes to leverage more fully with his new production house. “Part of me being with 100% is the ability to weave my pipelines and approaches to work with other directors and photographers,” he says. For Geoffrey, these collaborations are about finding that “energy alignment” where new ideas are sparked through shared experiences and mutual creative respect.

In recent years, Geoffrey has redefined his approach to his work, both personally and professionally. Once a heavy wine drinker and cigarette smoker, his post-covid lifestyle shift toward fitness and well-being has inspired his creativity in new ways. “Through exercise and feeling good, my ideas became more interesting,” he reflects, questioning why this balance between creativity and wellness isn’t more represented in the digital arts world. This personal evolution led to a collaboration with designer Rick Owens, who shares a similar philosophy about merging fitness with art in an unexpected, punk-infused way – something Geofrrey calls “punk sports.”

Looking ahead, Geoffrey has ambitions to combine this ethos into larger projects, including potentially starting a gym brand with 100%. “My intention is to combine sports energy and endurance into the production pipeline,” he says, hinting at a broader vision for the intersection of wellness and creativity over the next three years. He’s already having regular saunas with the team as a way of rebooting their creative thinking.

Geoffrey’s approach to directing is deeply intuitive. “I just do what feels right,” he explains. “I allow myself to accept that the first instinct is often the right instinct. Otherwise, it gets into design, and it becomes something else.” His directorial process is less about strategic trend-following and more about responding to his personal interests and the techniques that excite him. “I’m just an artist that likes to make art,” he repeats, underscoring his prolific output and the importance of constant, daily creation.

While his work may seem rooted in the digital world, Geoffrey’s craft remains heavily tied to tactile, technical processes. “I’ll go a really super long technical way to make something look really lo-fi,” he laughs, enjoying the fact that these creative decisions resonate with those who understand the intricacies of his methods. It’s this combination of technical mastery, creativity, and continual play that allows Geoffrey to remain at the cutting edge of art and technology.

For Geoffrey Lillemon, the future is wide open, full of unexpected possibilities. Whether blending live action with digital art, launching a gym brand, or reinventing cinema experiences, he’s committed to staying adaptable and constantly pushing the limits of what art – and artists – can achieve in today’s fast-evolving world.