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Welcome to my portfolio.
This is a curated selection of projects that highlight how I translate cultural insights into brand strategies and activations with real impact. From festivals and partnerships to cultural advocacy and retail collaborations, each case demonstrates how brands can earn relevance by contributing authentically to culture.
What you’ll see here is only part of the work I’ve done over the past 14 years, a glimpse into the projects that best reflect my vision and approach.
Johnnie Walker x Ziggo Dome: Building an Always-On Brand Experience
From always-on visibility and sampling to high-impact takeover nights, Johnnie Walker transformed its Ziggo Dome partnership into a year-round brand experience at the heart of music and culture.
Tanqueray Aperitivo: From Market Launch to Consumer Occasion
As the second market globally to launch Tanqueray Aperitivo, we combined on-trade distribution with a summer-long Cityscape Cinema partnership, reaching 12,000+ visitors and delivering 8,000 serves across five locations.
KI/KI x Jägermeister: From Free Rave to Retail Icon
From a free rave for 4,000 fans at ADE to a nationwide collaboration with a limited-edition bottle and influencer campaign, Jägermeister brought underground culture to the retail shelf.
Crocs x Jacob Collier – Shoes That Make Music
For Crocs Europe, we co-created a design with Jacob Collier: Crocs that function as instruments. With zigzag patterns and musical Jibbitz charms, the launch tied directly to his single Wellll and turned footwear into part of the performance.
Promise You Will Sing About Me – Rethinking Monuments
A large-scale video installation on the Koppelpoort in Amersfoort. With contributions from Jiggy Djé, Ramiks and Otion, the project explored how memory and history can be passed on through music, imagery and performance instead of traditional monuments.
De Nacht Staat Op – Nightlife Fights Back
In just four days, we launched a nationwide protest campaign for Dutch nightclubs. With 15,000 tickets sold, national media attention and viral traction, De Nacht Staat Op shifted public opinion and helped push the government to reopen society.
Bokoesam x Jägermeister – Supporting Local Talent
A cultural partnership with hiphop artist Bokoesam, positioning Jägermeister within Dutch music culture. The collaboration amplified his artistry while strengthening the brand’s connection to a young, creative audience.
Night Culture – From Nightlife to Cultural Heritage
I initiated the project to have Dutch nightlife recognized as intangible cultural heritage. By reframing nightlife as a cultural force, the initiative sparked national debate and strengthened recognition of its societal value.
Music & Culture – My Foundation
From marketing and artist management to creative production and festivals, I gained my experience in music and culture by working with leading organizations including ID&T, Kultlab, Top Notch, Elrow and Q-Dance. These roots continue to shape how I create authentic brand strategies today.
Krikkies – From Concept to Snack Brand
Acting as the link between distributor and creative agency, I helped launch Krikkies into the Dutch snack market. With strategic brand development and fast execution, the project proved my ability to combine commercial and creative thinking in FMCG.
Ice-Cold Start – The First Shot of the Festival
A branded festival ritual where tens of thousands of visitors kicked off their day with an ice-cold Jägermeister. Served from a bottle frozen in a giant block of ice, the activation turned the “first round” into a cultural moment across the Dutch festival scene.
Jägerplatz – A Hidden Festival Experience
A secret mirror-door leading to an infinity room and the “coolest spot” at the festival. With over 500,000 visitors across three years, Jägerplatz became one of the most iconic and highest-rated activations on the Dutch festival circuit.
BNNVARA – De Huur is te Duur
A multi-channel campaign to raise awareness about unfair rental prices. Kicked off with a protest camping in Rotterdam, the activation drove thousands of young renters to check their rights and sparked national debate on housing affordability.
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