Paper Trails / Stadsbehang
Two street-marketing agencies, mountains of knowledge and no real content plan. I’m turning the lot into one lean content operation, with strategy, AI-assisted production and enough human judgement to keep it interesting.
Work Tag freelance
Bon Bon Vivant
Brand language for an Amsterdam chocolate start-up mixing cacao, guayusa and healthy hedonism. I helped turn a promising pile of ingredients into a story, proposition and voice people might actually crave.
Duvel Moortgat NL
When one brewer owns several brands, every concept comes with a small library of brand bibles. I helped Duvel Moortgat find copy that could keep them all on speaking terms.
Meadows in the Mountains
Website copy for a rather magical festival high in Bulgaria’s Rhodope Mountains. This was followed by some committed first-hand field research into whether the story matched the place.
De Vrijkoop van Bajesdorp
Helping an Amsterdam free-space community explain why its cooperative housing model deserved serious money. I worked on the story, pitch and campaign around buying their future instead of waiting to be evicted from it.
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.
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.
ID&T – Gemeentepils
How do you make festival crowds trust tap water? Brand it like the beer they already order. We turned Dutch slang for tap water into Gemeentepils, refillable bottles and a festival idea that kept returning.
Women on Waves
A fashion-week hoax for Women on Waves, borrowing Diesel’s voice to expose unsafe working conditions and promote access to abortion pills. Identity correction with a deliberately uncomfortable fit.