Creative Director | WE ARE SOCIAL

Leading the creative team of We Are Social Germany.
I aspire to create high-end ideation by effectively translating data into creative, being exceptional concepts turned into compelling executions. I create with the two rules: 1. does it grab attention, and 2. would anyone give a shit.



What was your very first job? What does it feel like to look back at it now?

I started out as a channel editor, as I still love writing and reading I look back on it with strong gratitude to my mentor at Tiscali at the time, Herman Couwenbergh, offered me the opportunity to do what I love. The passion for copy never died and it still helps me in ideating and designing concepts and campaigns.

Please describe, in your own words, what your current job is and what work it entails?
I now am Creative Director and in this role I above all try to create and enforce a working environment and -culture that makes people connect to passion and (want to) stand out. Together with these team members I give it my best to stand out in creating meaningful, noticeable campaigns.


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? and which train of events did bring you to where you are today?

As I started to study literature, the reading, the grammar, use of words, it became clear that connecting dots and giving those connections another charge than the obvious was something I truly loved. The new, richer meanings that originated from words, for me it was a clean and powerful way of creativity, as it moves people and can have them look at things differently. The ‘market’ and personal development got me to map this on digital campaigns. First digital-wide, later with a specialization in the interactive field, in which I embraced data to be creativity’s wingman.


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

I most of all turn to what I love most; reading. Specialized literature at times, but novels always. The stories keep me curious and they create new ideas or directions. Next to that I get inspired by people; friends, co-workers, clients, and any other encounter. On channel level it would be platforms like Reddit and Netflix. They feed me with knowledge, astonishment, excitement, sadness, happiness.


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

That would be a breast cancer awareness campaign for Pfizer in the Kingdom of Saudi Arabia: ‘Just Check’. The region and the message combined meant a great deal. As for innovation it is in this case not about gadgets or new tech, but a way of thinking that is connected to locality. The challenge was to put focus on the breast check, while maintaining the utmost respect for the beliefs in the KSA. We created a series of short stories, illustrating the importance of the woman by absence. Core message was that ‘away’ doesn’t necessarily mean ‘gone’; mourning takes a lifetime; a check takes 20 minutes.


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