LIKE A DESIGN SPRINT FOR STRATEGY

When things are uncertain, talking about direction only gets you so far. I work by making strategic ideas tangible early on, so they can be tried, questioned, and understood in reality rather than debated in theory.

This approach uses action not as execution, but as a way to learn: to see how people respond, where systems push back, and what actually holds up under real world constraints.

The result is better insight → clearer direction → stronger decisions → and fewer surprises later on.

SELECTED WORK

Each project tests a strategic question under real conditions.

Who's Afraid Red Bull, Yellow and Blue?

How far can collaboration go before it breaks?

As part of a pilot for Red Bull’s Creative Studio, the question was how much conceptual discomfort a brand and a museum would tolerate in a shared cultural space. How much freedom a brand would allow, and how much autonomy a museum would give up. By recreating well-known artworks in strict Red Bull brand colors, both institutions were forced to explicitly approve or reject the work, making their limits visible in practice.

Concrete Dunks

How does hype make something valuable?

To understand how brands like Nike create value, I attempted to generate value for something inherently worthless: unwearable concrete sneaker replicas. By placing them illegally in front of ten well-known sneaker stores across cities like New York, Los Angeles, and Berlin, and letting hype, mystery, and circulation take over, the project generated attention and secondary value for an object with no functional use.

AND ACTION

How can we creatively prototype an industry assumption?

In advertising, a common belief is that products are best understood through use rather than explanation. To test that assumption, I designed a small, controlled experiment in which a handful of filmmakers were given an almost impossible task that could only be solved by relying on the product’s core capability. The results provided concrete evidence of how the product is experienced and valued in real creative conditions, helping guide how it could be positioned and communicated.

CENTRAAL MUSEUM

How can participation shape a brand identity?

The museum’s ambition to embrace Joseph Beuys’ idea that “everyone is an artist” created internal tension around authorship and authority. I prototyped that tension by creating a digital system in which visitors collectively shaped a living visual identity for the museum. The identity shifted from a single controlled image to a distributed system shaped by participation.

Alongside the projects shown here, I work independently as a strategist and creative director across commercial and cultural contexts, collaborating with brands such as Nike, Red Bull, O'Neill, Giant Bicycles and various cultural institutions. I work from Amsterdam with agencies and organizations worldwide on early-stage direction, strategy, and experimentation.

Independent strategist, director, and designer.

Amsterdam, NL
Worldwide