Emile Stupin is the UX lead at DigitasLBi Amsterdam. Emile discovered a love of thinking about the rationale behind (design or strategic) choices and what users need in order to truly adopt a product. Emile’s main interest in design, strategy and technology helped him become design lead on ambitious and impactful projects.

At the moment Emile is working with an amazing team of designers and researchers to take the first steps in transforming the worldwide horticulture sector towards a digital ecosystem. They have called this project and system Floriday and do this in Aalsmeer at Royal FloraHolland: worlds largest flower auction.


What was your very first job?

In the digital sector, I started out at Clockwork as an interaction designer.

Please describe, in your own words, what your job is and what work it entails.

My job right now is to help Royal FloraHolland to translate their organizational goals into a digital ecosystem. I’m leading a team of visual designers, UX designers, UX researchers and strategists. We focus on platform branding, rolling out a creative way of working, helping the product go-to-market and creating and validating new products based on user needs.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

I’ve always loved Nintendo games (they’re fun and brilliant UX-wise) and this made me want to work in the game industry. However, I found out at a younger age that the time to market was really long (and I’m impatient by nature), so I’ve started working in the webdesign/digital sector where I found that I could match my ‘creative’ interest with products that go live at a fairly decent pace.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Mostly from other industries, such as the gaming industry where they break conventions and keep getting away with it. I love it!

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

The redesign of the Netherlands’ crisis management system for national security, where minor flow optimisations literally means potentially saving lives. The stakes and complexity were incredibly high for this and it’s so rewarding to think about the impact the redesigned system has right now.


Co-Founder | WE ARE PI
Chief Creative Officer | 60 LAYERS OF CAKE
Photo Director | ELLE & HARPER'S BAZAAR
Creative Director | RITUALS
Brand Director | NIKE
Creative Director | WIEDEN + KENNEDY
Creative Director | ETCETERA
Chief Commercial Officer | VICE / VIRTUE
Creative & Marketing Director | COOLCAT
Global Marketing Director | DIAGEO
Creative Lead | PHILIPS
Head of Creative | ASOS
Global Senior Brand Manager | DIAGEO
Senior Marketing Mgr | VELDHOVEN GROUP
Creative Director | WIEDEN + KENNEDY
Executive Creative Director | BSUR
Art Director | VOGUE MAN
Head of Art | SCOTCH & SODA
Design Director | 72 AND SUNNY
Marketing Director | BMW
Co-Founder | B.A.D. DATA
Media Manager | KLM
Head of Art Production | WIEDEN + KENNEDY
Creative Director
Founder | ....,STAAT
Head of Operations | ANOMALY
Concept Designer | STARBUCKS
Senior Creative | ADIDAS
Global Image Director | BERSHKA
Creative Director | ME, MYSELF AND I
Creative Director | RCHD
Head of Creative | VIACOM NORDICS
Music Director | WETRANSFER
Cr. Director Brand Design | VIACOM SWEMEA
Cr. Shoot & Production Mgr | ADIDAS
Marketing Director | G-STAR
Exec. Interactive Producer | 180 AMSTERDAM
Director of Communications | WETRANSFER
Creative Director | HEMA
Creative Director & Founder | ACHTUNG!
Senior Producer | 72 AND SUNNY
Europe Marketing Director | CLARKS
Managing Director | VICE / VIRTUE
Sr. Concept Design Mgr | STARBUCKS
Marketing Manager | HEINEKEN
Lead Creative Director | APPLE - BENELUX
Sr. Art Director | G-STAR
Chief Creative Officer | THE FORMERY
Marketing Director | PATAGONIA
Head of Media & Advertising | SCOTCH & SODA
Creative Lead | ADIDAS