About.

It started in 2000, watching every developer conference and making-of I could find. 

Twenty-five years later, I’ve sat with Shigeru Miyamoto, Eiji Aonuma, Jun’ichi Masuda, Michel Ancel. Not to play their games — to understand the rooms where they were made. The decisions. The people. The pivots that shifted entire industries: Mario 64 cracking 3D, Jet Set Radio pioneering cel-shading, the CD arriving on PlayStation. 

That obsession — for the story behind the surface — is how I work today. Whether it’s Nintendo, Riot Games, PlayStation and BLAST, or Renault, Ricoh and Chanel: the question is always the same. What’s the real story here, and how do we film it so it lasts? 

ChipsLab is the studio I built to answer that question. One eye, from brief to delivery. Every frame, on purpose. 

Hicham

What we do :

We produce branded content, esports coverage, experiential productions and event films. From a Nintendo launch in Paris to a Playstation esports production, from a BLAST Rocket League announcement to a brand film for Renault or Orange — every project starts with the same question : what’s the real story here ? Human-made. Authentic storytelling. End to end.

How we work :

Full production, end to end. Concept, shoot, edit, color grade. No handoffs, no dilution — the same eye from brief to delivery.