Lionel Goldstein is the pseudonym for Belgian directing team Koen Mortier and Joe Vanhoutteghem. In 2001, Koen and Joe decided to have Lionel follow a path that was different from the directing careers that each of them had established individually.
With the absurd, near documentary style that they adopt, Lionel almost immediately won international acclaim. Lionel won Gold at the Cannes Lions festival three years running for, respectively, the Frisk and XBOX campaigns for Wieden+Kennedy London and BBH London and the Axion “Braille” commercial for Duval Guillaume Brussels. Lionel was awarded the BTAA Best Director Award, which is the highest achievement for a commercial director.
Since then the pair have gone on to further strengthen their individual and collective reputations under the Lionel Goldstein moniker. Helming spots for Axe, Nike and steering the launch campaign for the Nissan Qashqai, Lionel’s reel has grown to encompass a range of comedy styles that belie an insightful focus on character, tone and setting. Lionel was profiled by Shots magazine as one of the industry’s hottest talents and their distinctive and original work continues to draw attention internationally.