Division’s Newest Asset: EP Smith’s Rise from Music Videos to Global Campaigns
When Division set out to elevate its creative vision across the Americas, it sought a leader who could bring a dynamic blend of artistry and strategy to the table. Enter sought after French creative Nicolas Della-Libera, known professionally in the industry as Smith, who joined Division’s team in September as the Executive Producer for the region. With a career that spans evocative music videos, such as those for Zach Zoya, Sarahmée, Pink, and London Grammar, to transformative global campaigns like the rebranding of FILA, Air Transat, Allbirds, and Atkins Réalis, Smith’s arrival marks the beginning of an exciting new chapter — one where his diverse experiences and cross-cultural insights promise to shape Division’s future in unexpected ways.
“Smith is the ideal creative for this role due to his exceptional track record of leading high-impact campaigns across various global brands. His ability to seamlessly combine creative vision with strategic insights ensures not only innovative output but also results-driven outcomes,” explains Division’s Managing Director for the Americas, Jacq Wilkinson.
“He possesses a unique understanding of the cultural nuances across the Americas, which allows him to craft content that resonates deeply with diverse audiences. His leadership style is both collaborative and inspirational, making him highly effective at guiding multidisciplinary teams to success.”
Smith’s diverse background and cross-medium expertise make him the ideal choice to lead Division’s creative ambitions in the Americas. Having grown up in the culturally rich Paris 20th and worked extensively in both European and North American markets, Smith brings a global perspective that few can match. His multicultural awareness not only informs his creative approach but also equips him to navigate the complexities of connecting with varied audiences across the region. This unique blend of artistic intuition, strategic thinking, and cultural insight positions him to drive Division’s creative vision forward, fostering a new era of bold and impactful campaigns.
“I think the experience I’ve gathered both on the production side, working on music videos, commercials, and tv shows, combined with the agency experience I have, working on global campaigns, makes Division the perfect logical next step in my career,” says Smith.
“[Division] is one of the best production companies in the world, and definitely the most creative. Each film they release feels like an art experiment, and they’re always pushing the visual aspects of filmmaking, always exploring new territories and supporting their talents and culture.”
Smith’s journey to becoming a sought-after executive producer is rooted in the vibrant streets of Paris where he was exposed to a rich blend of cultures, ideas, and artistic expressions from a young age. His early environment instilled in him a natural curiosity and appreciation for different perspectives, which would later shape his approach to storytelling in the world of creative production.
Smith says, “Growing up in an Italian Heritage family and in a very culturally diverse neighborhood in Paris, I was lucky to be exposed and encounter a lot of different cultures, cuisine, music, languages and it made me very curious and eager to learn more. That thirst for knowledge has evolved through the years thanks to travels, books, documentaries and music.”
Smith’s multicultural foundation gave him the ability to intuitively understand and incorporate cultural nuances, a skill that has been pivotal in his work across international markets. It was this unique skill in fact that makes him stand out in the mind of two-time Gold YDA award-winning director Caraz, who worked with Smith on several projects, including the “Travel Moves Us” rebranding campaign for Air Transat last year and the 2020 Juno Award nominated music video “Bun Dem” for artist Sarahmée, which Smith produced in Senegal.
“Smith has this rare ability to make everyone feel seen and understood, no matter the situation. On both the Air Transat shoot in Portugal and the music video in Senegal, his depth of cultural awareness didn’t just help me navigate the different environments — it enriched both projects,” explains esteemed director Caraz.
“His memory is unlike anything I’ve ever witnessed; he remembers details most of us would forget, and that makes all the difference. Working with Smith feels like having a pillar of strength beside me at all times. No matter how stressful or chaotic things can get, he has this quiet calm that reassures everyone around him.”
It’s no surprise that Caraz mentions Smith’s unparalleled memory and calm demeanor in the face of chaos considering his career prior to becoming a globally sought after producer. Before his rise in the field of commercial, music video, and film production, Smith honed his skills in the hospitality world, where he spent over a decade working in Michelin-starred restaurants, cocktail bars, and nightclubs across Paris and London. It was here that he developed his ability to manage complex logistics, anticipate client needs, and foster seamless experiences, laying the groundwork for his success in leading large-scale creative projects.
“My earlier work in hospitality definitely plays a strong role in my universe as a producer,” he explains. “I’ve learned how to take care of clients, navigate stressful situations, and it sharpened my problem solving skills.”
Overall, his history in hospitality coupled with his unique exposure to different cultures helped him adapt effortlessly to the demands of global productions. Whether producing music videos that reflect the artist’s cultural roots or crafting campaigns that resonate across continents, his background has equipped him with the tools needed to thrive in creative production. This early blend of multicultural awareness and practical experience set the stage for his seamless transition into the world of music videos, and later, high-profile advertising campaigns.
“I have worked with Smith on many different projects, including commercials and music videos, but our collaboration started on the music video trilogy we did for Zach Zoya,” recalls Juno Award nominated director Le GED.
“Smith’s unique ability to handle high-profile personalities, especially demanding artists, made him indispensable. His sharp, creative instincts always pushed the project to the next level… With Smith, there’s no such thing as ‘impossible.’ He finds a way, no matter how tricky the challenge.”
After moving to Montreal in 2017, Smith’s career as a producer took off, initially in the realm of music videos, where he quickly stood out as a brilliant creative and a swift problem solver. Tha year Smith produced two music videos for internationally renowned director Jodeb, including London Grammar’s hit “Non Believer,” which earned a Vimeo Staff Pick and over 17 million views on Youtube.
“Besides working closely with the artist, what I love about music videos is the freedom that we have,” says Smith. “It’s sort of an R&D space for directors to experiment so it’s always very fulfilling, creatively speaking.”
Smith went on to produce music videos for several other leading directors, including Le GED, which proved to be a pivotal collaboration as they worked on a whopping six videos together. Of his collaborations with Le GED, Smith ended up producing three videos for artist Zach Zoya, including “Slurpee,” which earned 180k views on Youtube and a Music Video of the Year nomination at the Berlin Music Awards, as well as “In Da Way” and “Patience ft. Angel.”
“It was an instant click with GED, since the first days of working together we bonded creatively and challenged each other to be better,” he recalls. “It’s a blessing to work with him as every project we’ve worked on felt like a continuity of our vision and made us push the creative forward.”
Music videos, with their notoriously tight deadlines and strict budgets, provided the perfect stage for Smith to prove his mettle as a producer– and he rose to the occasion time and time again. The “Slurpee” video in particular proved to be a standout example where Smith faced intense pressure to deliver on time and within budget. Thanks to his foresight and expertise, the entire shoot wrapped in just 18 hours. Throughout the process, Smith also kept the energy and creativity high on set, ensuring that the team remained motivated and focused despite the intense schedule.
“While others might hesitate under pressure, Smith thrived, consistently delivering when it mattered most. His leadership kept everyone on track, and his out-of-the-box thinking solved problems others couldn’t even see,” explains Le GED. “Smith didn’t just meet expectations, he blew them out of the water, making the project a true standout. Smith’s passion for his craft shows in every detail, he’s a pro through and through.”
As Smith continued to excel in the world of music videos, his reputation as a creative problem-solver and visionary producer naturally opened the door to larger commercial projects. The skills he honed in the fast-paced, high-stakes music video industry — managing tight deadlines, navigating budget constraints, and fostering creative collaboration — proved invaluable as he transitioned into high-profile advertising campaigns.
One of his standout accomplishments early on was producing the highly impactful campaign for MELS, the first virtual stage in Canada. Hired by Québécor, Smith came onboard as a creative producer tasked with helping director Mathieu Ratthé (“The Gracefield Incident,” “Lovefield”) create an original concept that showcased the capabilities of the new virtual stage in Montreal. Together, they pioneered an innovative approach by blending traditional set building with cutting-edge virtual production techniques, a first for the industry at the time. The project not only demonstrated the potential of virtual production but also challenged the notion that such technology would render art direction and physical set design obsolete.
Smith’s contributions were crucial in crafting a seamless integration of physical props with the virtual environment, ensuring the campaign captured the full range of the stage’s technological capabilities while delivering a visually stunning and cohesive narrative. This groundbreaking concept positioned MELS as a leader in virtual production and set the standard for future projects in the field.
“Working with Smith was one of the best experiences of my career. Smith brings a unique combination of creativity, expertise, and an uncanny ability to foresee potential challenges, ensuring that projects run smoothly and exceed expectations,” says director Mathieu Ratthé.
“What truly sets Smith apart is how he approaches each project with such passion and thoughtfulness. Few others have the depth of industry insight and attention to detail that Smith brings, making every project they touch truly exceptional.”
In years since, Smith has produced huge campaigns for the likes of FIFA, Nutrafol, Nissan, Allbirds, Amazon, Atkins Réalis, Oppo, Ubisoft and countless others. One of his most recent projects, and one that defined his prowess for Division was the global rebranding campaign he executive produced for FILA earlier this year. Working as the EP on the agency side for Sid Lee, a firm he’s worked closely with for the past three years, the project showcased Smith’s unique ability to merge cinematic storytelling with brand messaging, creating a campaign that both honored FILA’s Italian heritage and resonated with a new, younger audience.
“The idea was to re-established FILA in the sportswear/athletic leisure space while tapping into their Italian Heritage and brand sport and lifestyle history,” explains Smith, who worked closely with the creative team to find the right director.
“As opposed to the other bike sport brands that always focus on products in their campaigns, we had the liberty to create a ‘Bellissimo’ universe, mixing sports, lifestyle and interesting people to show the universe, still showing different products in the film but without them having to be the star of the show.”
Another example of Smith’s cultural awareness came to life during the FILA rebranding campaign, where his Italian heritage and European sensibilities played a pivotal role. With a deep connection to Italy’s cultural richness, Smith had an authentic understanding of FILA’s roots, allowing him to help craft a narrative that celebrated the brand’s legacy while making it relevant to today’s global audience. His approach embraced the spirit of “la dolce vita,” positioning FILA as more than just a sportswear brand but as a symbol of style, heritage, and lifestyle.
The qualities he brought to the table on the FILA campaign are prime examples of why Division tapped Smith as their newest Executive Producer for the Americas. His proven ability to navigate cultural nuances and deliver campaigns with both artistic flair and strategic impact makes him the perfect leader.
“Smith stands out in the industry because of his keen ability to blend creative innovation with business acumen. His work isn’t just about aesthetics; he understands how to align creativity with brand strategy to drive business growth,” explains Division’s Managing Director for the Americas, Jacq Wilkinson.
“What makes him truly unique is his forward-thinking approach to storytelling — he’s always looking ahead, adapting to emerging trends, and using new technologies to keep his work fresh and relevant. This adaptability, paired with his deep industry knowledge, makes him a standout leader and a force to be reckoned with in the creative world.”
Smith’s journey from the fast-paced world of music videos to high-profile global campaigns is a testament to his talent, resilience, and vision; and as he steps into this new chapter, there’s no doubt that he will undoubtedly elevate Division’s presence across the Americas.
