The Social Hub
A year inside a fast-growing international hospitality brand, helping its many teams sound like one. Messaging, campaigns, content strategy and a lot of copy across web, app, email and social.
Work Tag concepts
Corona Sunsets
Strategy, concepts and copy for Corona’s global move from ‘beer on the beach’ to ‘beer at sunset’. One simple ritual grew into an experiential platform rolled out across markets worldwide.
Nachtlab Agency
Years of pitches, concepts, toolkits and copy for an agency specialising in nightlife and live experience. I came in as the writer and gradually became one of the people helping shape the ideas themselves.
Jupiler Wintertijd
One extra hour of wintertime deserved one extra hour of party. We packed a marching band, confetti and assorted chaos into a TV-ad container and let it loose on an unsuspecting Amsterdam crowd.
Pepsi Beat the Drop
A festival activation built around one very simple pleasure: dropping 10,000 ping-pong balls on people exactly when the beat drops. I helped turn the thought into a pitchable, playable concept.
Piratenpartij
No budget, no local organisation and privacy policy that desperately needed attention. I devised two Amsterdam election stunts designed to earn their media coverage the Pirate way: by making the abstract impossible to ignore.
ADEV: Amsterdam Danst Ergens Voor
Using Amsterdam Dance Event as the occasion for a street protest in the form of a rave. An annual reminder that dance culture came out of subcultures that are now under threat.
Surprise Party for the Police
We disagreed with the police losing their free Sundays, so we called them to complain about ourselves. Then we greeted the officers with a mobile sound system, confetti and a surprise party.
Cradle Burn @ Shoeless Magneet
Burning Man has a temple. Amsterdam got a cradle. We created a participatory installation where people could leave something behind, then burned the lot during a barefoot festival ritual.
Bacardi Popup Pool Party
A fully operational pool party appearing, exploding and disappearing from Amsterdam’s Zuidas within an hour. Fire truck, DJ mobile, inflatable pools and enough pineapple-flavoured mischief to make the morning papers.