I am a creative director focused on delivering smart, human-centric concepts that can contribute to positive change in the world. I am on a mission to transform the advertising industry into a better more inclusive, equal, mindful and diverse place.
I help to build sustainable brands on a genuine foundation, giving a new generation of consumers a real communication value. I work with strategists, creative directors, design directors and producers to deliver the best quality on every project, establishing trust-based, long term relationships with our clients. What moves me is to work with like-minded people who pushes the boundaries, challenges the unspoken and shakes the status quo.
As a leader, I encourage creatives to develop concepts that bring more common sense to the industry and purpose-driven work to the world. As a creative, I use advertising as a medium to proliferate disruptive positive work. I don't generate ads but I think of the bold & provoking ideas that can evoke emotion leaving a mark.
Having worked at agencies across the globe, I am a true global citizen. I have launched creative unicorns at agencies such as Ogilvy & Mather APAC & EMEA, JAMI, Wunderman Singapore, Friends Moscow (Droga 5), dentsuACHTUNG! and have worked with high-end brands such as adidas, Nike, Adobe, KPN, Porsche, Kimberly-Clark, PepsiCo, Google, Epica et al. While working all around the world, I have also won the most prestigious international, regional and local awards including Cannes Lions, D&AD, Epica Awards, Eurobest, New York Festival et al.
Work history
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Creative director �Boomerang agency
Amsterdam, NetherlandsFull Time
In this important role, I steer the creative ship for one of our biggest clients, leading the creative processes across the entire account. I have over 25+ people in my team, managing designers, junior, mid-level and Sr. Creatives. I apply a creative and insightful approach to problem-solving through design thinking, delivering impact and inspiration to the world.
My objective is to create engaging, customer-first content, innovative, dynamic, social and experiential experiences, giving the entire account inspiration and tools to grow.
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Creative lead ⚡campaigns & CXACHTUNG! mcgarrybowen
Amsterdam, NetherlandsFull Time
After graduating with Hyper Island’s Master’s degree in Digital Experience Design, I jumped to a senior creative position to run campaigns at dentsuACHTUNG! and customer experience at Kraftwerk. I have worked as a senior copywriter on international accounts, and as a senior art-director on Dutch clients. We've launched award-winning campaigns, recently receiving bronze for the Film Craft category at Eurobest (2020).
Brands: KPN, PON (Porsche, VW, Cupra), Adobe, BasicFit, Audemars Piguer.
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Education
Master of ArtsHyper Island UK
- Manchester, United Kingdom
There is a gap between what education and industry needs, the Hyper Island’s Master of Arts, Digital Experience Design program was created to understand what we need to build products, services, and systems within the industry. Hyper Island is a world-leading educator in the fields of digital and interactive communication, business transformation and leadership. It has been hailed as the 'Digital Harvard' and listed by CNN as one of the most innovative schools in the world.
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SpecialistMoscow University for the Humanities
- Moscow, Russia
A 5-year Specialist degree is formally recognised as the equivalent of holding a Master's degree (cf. Mutual Recognition of Qualifications: Russian Federation and the European Countries). Graduated with honours. The diploma work was titled the best student's research in 2010 and received a silver medal among scientific works in 2011.