Lovibond Drinks
A conversation that started over mezcal in Mexico eventually became a website job in Amsterdam. I helped Lovibond tell the story behind its alternative drinks business, with considerably fewer shots involved.
Work Tag copywriting
BUNK Hotels
Website and recruitment copy for two churches becoming hotels before anyone had slept there. The challenge: sell the experience while the experience was still largely scaffolding, dust and a very convincing idea.
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.
Don’t Let Daddy Know
Voice-over poems for 17,000 people, giant screens and very loud DJs. I wrote the short show moments introducing the acts at Don’t Let Daddy Know: copy designed to survive a stadium.
This Is Holland
Brand bible and Dutch web copy for a one-hour flight over the Netherlands without leaving Amsterdam. Also responsible for their tagline ‘Nederland in Vogelvlucht’ and naming their newsletter ‘Luchtpost’.
No Mad Makers
What started as workshops turning discarded refugee boats into bags grew into an organisation of its own. I helped found it, shape the story and turn a viral moment into something that could keep moving.
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.
10,000 Hours
A tone of voice for a foundation convincing young dance-music fans to swap a few hours of partying for a few hours of volunteering, without ever sounding like compulsory community service.
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.
BYE BYE MINI.
A farewell campaign for the outgoing MINI before its replacement arrived. I helped turn clearing old stock into something closer to a send-off than a sales promotion.