After graduating BA Honours in Fashion & Design, Peter pursued a career in journalistic photography before starting in 1999 as lead creative for various agencies such as StrawberryFrog, BBDO and Havas Worldwide. He worked on campaigns for clients including Cap Gemini Ernst & Young, IKEA, Onitsuka Tiger, KPN, Foot Locker, Schiphol Airport, Citroën and the world famous Metropole Orchestra. As Global Creative Director of G-Star RAW from 2012, he was responsible for all marketing efforts. Peter has won every major international advertising award including Cannes Lion, Clio, Epica, Webby and Eurobest. The fundamentals of Bauhaus are important to Peter; use a conceptual mind, combine different media channels and work with different talent and skills in an environment where applied creativity can make a difference.