Guiding Principles

My process is rooted in empathy, trust, and relevance. I love collaborating with like-minded people to build purposeful ideas that cut through the noise and become part of the cultural conversation.

Creative Compass

Strategic Thinking

I believe strong creative work starts with asking the right questions, even if that means sailing into the wind. Finding that beautiful intersection between the logical and the groundbreaking leads to work that cuts through the noise.

Creative Direction

Whether it’s about kicking-off with a blank canvas or translating your big idea to the screen, you can count on me to take the work from concepting, writing, art direction and film direction to the very last pixel. I love creating compelling stories you feel; laughter, tears and everything in between.

Technology & Innovation

During my 10 years at Monks, I’ve always been on the forefront when new tech entered our space, and with AI being the most game-changing tool, I dove in deep. 

My approach is simple: I use it when it saves time and cuts costs, eliminates repetitive work, or helps tell a story in an entirely new way.

Production Know-How

With projects ranging from one-off films to setting up long-term content productions and frameworks, I push for quality work that answers today’s needs; marrying traditional craft and tech-powered creativity with budget-efficiencies.

Collaborative Spirit

I strive for creating an environment where ego is left at the door and ownership is embraced. Whether I'm leading a creative crew or plugging into an existing team, I believe in empowering every voice to contribute to a shared vision.

Speaking & Sharing

I’m a frequent speaker on panels and keynotes, and jury member, where I love championing great work and critical thought. My recent focus has been contributing to conversations about the responsible use of AI and its impact on the creative landscape.

Logbook

ACD / Director, Monks, 2018-25

Creative Copywriter,
Monks, 2016-18

Speaker & Panel Member, VIA Nederland, IBC, VideoWeek, ADE, Gerety Awards

Jury Member,
Effie Awards, VideoWeek, Young Lions

Research Master Literary Studies,
University of Amsterdam 2013-15

Bachelor Literary Studies,
University of Amsterdam 2010-13

Always open to new projects. Let’s talk.