Georges Baghdi Sar is a Syrian chef who came to Belgium as a child. His press kit is not a download, it is a walk-through: instead of a biography PDF, a site that tells his path and lets the press speak after him.
- Client
- Georges Baghdi Sar
- Role
- Interactive press kit
- Year
- 2024
The brief came from press relations: a journalist discovering Georges Baghdi Sar needs to grasp his path before writing about his cooking, because one explains the other. A conventional kit would have lined up a biography and downloadable assets. This one had to make people want to know more, and turn the reading itself into the first argument.
A life reads in acts, not in columns
The path is cut into dated acts, like a play: childhood in Syria, the departure, the arrival, what came next. Each one carries its years in the title, which gives a journalist exactly what they are after, a thread and dates in the same place. The family photographs are laid out like a scrapbook, slightly askew, annotated by hand. They are not decoration: they are the only archive material for a story nobody ever photographed professionally. The press comes at the end, as a wall of quotes rather than a row of logos, because one journalist's sentence carries further than a strip of mastheads. A press kit in PDF form gets filed away and never opened again. This one is walked through, quoted, and kept up to date.
A journalist opens this link from their inbox, often on a phone, and rarely at the moment they are writing. Vertical reading therefore serves the story rather than fighting it: the acts follow the order of the journey, the dates stay visible as headings, and press quotes can be copied without opening a file. That is the difference with a PDF, which asks to be downloaded before you can tell whether it was worth it.
The press kit in numbers
- dated acts, from 1988 to 2024
- 4
- press articles quoted in the carousel
- 8
Measured on 28/09/2026
Visit gbs-press.com
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