My story

From a young age, I’ve been captivated by the power of stories and the connections they create, and I’ve always been driven by a deep love for culture and creativity. Growing up in Rotterdam, I was surrounded by contrasts—a modern city with rich, diverse cultural influences—and I learned early on to embrace both tradition and innovation. This duality has shaped not only my career but also my perspective on life, inspiring me to balance creativity and strategy, tradition and innovation, and to embrace the richness of diverse experiences.

I’ve spent over 15 years crafting campaigns for brands like H&M and Zalando, but my passion goes beyond the work itself. For me, it’s about diving deep into the heart of a culture, uncovering the stories that often go untold, and celebrating the beauty of human expression—whether through fashion, music, travel, interiors, or art. My curiosity has taken me across the globe, with a particular connection to Latin America, where I’ve been inspired by its vibrancy, authenticity, and joy.

Some of my proudest professional moments include leading the Erdem x H&M collaboration and shaping Zalando’s #WeWillHugAgain campaign. What truly lights me up is creating strategies and creative work that feel alive and deeply personal—ones that celebrate the diversity of people, brands and culture through storytelling.

Beyond my work, I find joy in the little things that make life colourful. I’m an dancer, a lover of bold earrings, and someone who finds beauty in imperfection. You’ll often find me exploring local markets trying to find local artisanal gems, dancing at concerts or dreaming up ways to blend creativity with purpose.

At my core, I believe in the power of stories to bring people together and the importance of staying curious.

Let’s connect and create something meaningful, bold, and unforgettable together.