Sidney Van Wichelen is a Brussels-based Belgian commercials director who began directing spots in 2016 after a master’s in film direction from LUCA School of Arts. He previously worked as an advertising creative at Hotel Hungaria and FamousGrey and held broadcasting roles at RTBF and France Télévisions. Trade coverage frames his spots as short-film craft driven by idea, performance, and narrative clarity. His breakout awards cycle centered on Decathlon’s “Break Away,” which took two Cannes Lions Grand Prix in 2022—when he ranked third most awarded director at Cannes Lions—plus Grand Prix at Eurobest and Epica and further recognition from D&AD, The One Show, Clio, Creative Belgium, and New York Festivals. He also earned Creative Belgium and LIA honors for Brussels Mobility’s “Feet,” plus awards for Stip It/Ketnet’s cyberbullying film and Special Olympics work. Commercial clients include McDonald’s, Tim Hortons, Adidas, Swatch, Spotify, LinkedIn, Doctolib, Telenet, Lotus, Jules, Servier, Ligue Cardio, Carrefour, and Home Exchange. Signature pieces include Spotify’s Céline Dion breakup comedy built around “All By Myself,” character-led LinkedIn films, Doctolib’s caregivers film, Telenet’s “Ready For Tomorrow,” and comedy spots such as Ligue Cardio and Voo Wifi Dance. As half of duo WAAAW with animation director Jack Charlot, he blends live-action with 2D/3D animation and VFX on McDonald’s “The Big Mac,” Swatch x Tate’s “Where Will Art Take You,” and Adidas “The Sky is the Limit.”