Combining the power of AI and human creativity to develop a social campaign that went viral on LinkedIn.
Fightclub is a creative agency based in the south of the Netherlands. While still a relatively young name in the Dutch advertising scene,...
Take a tour through the Museum of Procrastination.
Of all the scripts I've written, The Museum of Procrastination remains a personal favorite. I vividly remember sketching it out one...
Harvey Specter? No, it's Gabriel Macht—and he knows a perfect apartment just like he knows a perfect suit.
Real estate is a massive industry in Dubai, with developments rising on every horizon and advertisements competing for attention. In this...
The first knowledge exchange between children in developing countries and developed countries.
Children in developing countries may need help, but they’re far from helpless. This is what I learned while working on the annual...
The word 'epic' is overused but this Under Armour film might actually deserve it.
Under Armour is a powerhouse in North America, but in regions like the Middle East, it’s still playing catch-up to brands like Nike,...
The IKEA Birdhouse Logo: cute content for nesting parents.
For young families in the Netherlands, online stores have become popular spots for nursery decor shopping. So how could IKEA show its...
My first Chinese campaign was also my first collab with the best goalie in the world.
In late 2020, after a competitive pitch, we won our first global social account at Wavemaker: Miele. Shortly thereafter, we were given...
Of all the brand manifestos I've written, this one's my favorite.
I am passionate about creating ‘platform’ ideas for brands—those big concepts that help organizations clarify the deeper meaning behind...
I lived with Neil French for a week. Here's how he felt about it.
A few days ago, I stumbled upon a letter I’d almost forgotten about. It was from Neil French. It took me back to early 2007, when I was...
We recreated IKEA's most iconic photo. Guess how the Dutch reacted.
You may not recognize the name VILSHULT, but chances are you've seen it. It refers to IKEA's iconic photograph of Amsterdam featuring a...
How to start an Instagram account for a laundry detergent.
Is Instagram the right platform for detergents? At the end of 2019, it didn't seem so. Major Dutch brands like Ariel, Robijn, and Persil...
Winning a pitch was never so much fun. #RedBull
"You've got 72 hours." That’s what Red Bull said when they called, asking for a credentials presentation. They were renewing their agency...
Here's a bedtime story that can stop child abuse.
Working on this project for the Council of Europe was incredibly special, as it aimed not only to raise awareness but to provide parents...
This artist portrayed Dubai's most iconic mall from an angle no shopper has seen before.
In the Gulf region, every shopper knows Majid Al Futtaim's malls. But to global retailers and investors, the brand isn’t yet a household...
The story of a hard-working Arab mom brought tears to the eyes of millions.
"I'm a working mom and I know the struggle of juggling family and work. My consolation is to see my kids grow up well and to have a...
Listen closely - this unborn child has something to say.
In India, approximately 500,000 girls are aborted each year—not because their parents don’t want children, but because they don’t want...
How 3 simple words struck a chord with every expat coming back to Dubai.
Dubai Properties, one of the largest real estate developers in the city, approached us at the end of 2017 with a challenge: to create a...
What you really need to know about foreplay.
Ads for medicinal toothpaste usually rely on men in white coats and animated ingredient demos swirling inside mouths. But every now and...
This ADHD med wasn't afraid to break the mold.
ADHD is a complex condition, but in 2005, this ad for the newly launched prescription medication Strattera stood out by using a simple,...
How this temp agency took a stand against workplace racism.
While the Netherlands is known for its tolerance, subtle forms of racism still permeate society. This becomes especially evident when...
Redefining Majid Al Futtaim: how we added new meaning to a Dubai powerhouse.
In Dubai, destination ads—campaigns showcasing all the city has to offer—are practically a category of their own. And it’s no wonder,...
Furniture designers didn't know powder coating. Now it's part of their very first sketches.
Jotun is one of the world’s leading brands in powder coatings, widely used to protect and decorate metal and aluminum surfaces—everything...
The camera guy on this shoot was a total amateur.
How do you get a 3-year-old in Singapore to shoot a film? Simple: you accept they’re wildcards with zero cinematic expertise—and embrace...
How do you convince architects that aluminum can look like wood? Build an aluminum sauna.
The first project Nomads took on for Norway-based Jotun Powder Coatings wasn’t your typical brochure. Powder coating, in case you’re...
Now that's poster design with a twist.
Fourteen years ago, Dubai Holding launched Dubai's first vertical race, the 1334-step climb up Emirates Towers. Since then, vertical runs...
How do Arab men react to a finger up the ***?
Men in the Middle East are often reluctant to discuss prostate health, which poses a significant problem since prostate cancer is...
You've never seen anyone blow gum like this.
Chewing gum is one of the most stubborn forms of litter—it takes 20-25 years to decompose, is expensive and difficult to remove, and...
From Turkish school kid to global app tycoon in 60 seconds.
It was a fantastic experience shooting this global brand film for HSBC in 2012 with renowned Australian director Steve Rogers. As one of...
It's a man's world. Or is it?
In the UAE, the traditional white kandora is worn by men, while women don the black abaya—both deeply ingrained symbols of gender. Yet,...
This bank gave away their banner space.
What seems common today was a true innovation in 2013. Long before brands like Puerto Rico's Banco Popular followed suit with similar...
4.5 million Saudis watched this in just 4 days.
This project marked my debut in the Saudi market, creating content for Coca-Cola as part of the 'Share a Coke' campaign. The script...
What does a lie detector reveal about car owners?
In Dubai, shopping mall activations are everywhere, especially in hotspots like the Mall of the Emirates and Dubai Mall. With so many...
How to clean up your act this summer.
Men and ladies who want to look smart don't toss their rubbish unless they can trash it. A PSA campaign in lifestyle magazines like...
Perhaps the only ads an oncologist will actually appreciate.
"Tasigna is indicated for the treatment of newly diagnosed Philadelphia chromosome-positive chronic myeloid leukemia. Its effectiveness...