Lionel Goldstein


AXE 'The Power of a Fragrance' / The Robbery


AXE 'The Power of a Fragrance' / The Funeral

Equal Pay Day / Dick

Film Fest Gent 2023

Equal Pay Day / The Umbilical Cord

Equal Pay Day / Eternal Pregnancy

XBOX / Ear Tennis


Bicky Burger / Holy beef

Equal Pay Day / Sasha Grey

Proximus 'Van'



Equal Pay Day / Shitty Jobs

Nissan QQ Games / Musical Team

De Morgen

Axion 'Braille'

Frisk / Horses

CANAL DIGITAL / Fertile Woman

Nike 'Marry Me'

Lionel Goldstein is the alias of Belgian directing duo Koen Mortier and Joe Vanhoutteghem, co-founders of CZAR Brussels.
In 2001, Koen and Joe decided to have Lionel follow a path that was different from the directing careers each of them had established individually. With the absurd, near documentary style they adopted, Lionel almost immediately won international prizes.

In 2002 and 2003, Lionel won a Golden Lion at the Cannes Advertising Festival for, respectively, the FRISK and XBOX campaigns for Wieden+Kennedy London and BBH London. In November 2003 Lionel was awarded the BTAA Best Director Award (British Television Advertising Awards), which is the highest achievement for a commercial director. In the same year he won Gold at Eurobest for his DE MORGEN film ‘Cocaine’. In 2005 he won gold at Cannes for his DEXIA ‘Braille’ film and in 2013 he won Bronze for his Canal Digital film ‘The Most Fertile Woman In The World’. In 2021 Lionel won his fourth Golden Lion with the Equal Pay Day film ‘Eternal Pregnancy’. Recent highlights include awards for their commercials ‘The Umbilical Cord’ 2022 and ‘it’s handy to Have a Dick’ in 2023 for Equal Pay Day together with mortierbrigade.

At Cannes Lions 2024 Lionel won his fifth Golden Lion with ‘The Robbery’ for Axe, made with Lola MullenLowe. After winning a Silver Lion in Film Craft – Best Direction for ‘Film Fest Gent 2023’ and Bronze in Film Craft – Casting for Axe ‘The Robbery’. That makes a total of 17 lions since the creation of Lionel Goldstein.

Lionel’s world is absurd, sad and funny but believable and extremely relevant at the same time. Based on the original concept, he usually rewrites the scripts. He adds aforementioned elements to emotional situations and characters, allowing the viewers to empathise with. Over the years Lionel’s reel has come to encompass a wide range of sharp and witty films that certainly bring some extra flavour to the international advertising landscape.