What I care most about as a creative is emotionally intelligent storytelling, purpose-led narratives, and the ability to build brand work that feels sincere.
About she/her
I’m a senior creative and director with a decade of experience in brand storytelling, film, and visual strategy, shaped by my background in sound design and my training at the Netherlands Film Academy (2017).
Currently at Monks, I lead story-first campaigns and content systems that blend emotional clarity with visual craft. My focus is on building narratives that move across formats, from documentary-style brand films to hybrid assets shaped by emerging tools like AI. Whether working with international crews or crafting intimate portraits, I bring precision, taste, and a deep respect for human insight.
My sound design roots shape how I direct. I listen for rhythm in conversation, tension in silence, and emotional tone in ambient detail, creating work that doesn’t just communicate but resonates.
From shooting cinematic scenes on closed bridges in LA to documenting researchers at NASA’s Frontier Development Lab, I’ve built stories that are both technically refined and deeply human.
The advertising industry is changing and I change with it. In 2025, I’m exploring the future of narrative, where strategy, culture, and creative technology meet.
Competences
Emotional & Narrative Intelligence
I translate human insight into brand stories that resonate. From concept to execution, I shape emotionally grounded narratives with clarity, restraint, and purpose. These are stories that move audiences and reflect real culture.
Collaborative & Cross-Disciplinary Leadership
I thrive in creative collaboration, working fluidly with specialists, strategists, creators, and clients. I communicate ideas with precision and flexibility, and I know how to defend, evolve, and deliver a story across formats and stakeholders.
Creative Strategy & Campaign Execution
I define creative vision, build narrative frameworks, and lead projects with both ambition and control. Whether leading large-scale shoots or shaping campaign architecture, I balance craft with results and big ideas with deliverable systems.
Curiosity & Creative Innovation
I explore emerging tools and new visual languages to push storytelling forward. From AI-powered workflows to hybrid campaign-building, I bring experimentation into practice without losing the soul of the work.
Leadership Without Ego
I’m not led by ego, I’m led by the idea. I create space for originality, trust the process, and do what’s right for the work, the team, and the audience.
⭐ Shots Selected - Women From Rwanda
🏆 Silver - Online Video - Science & Education (Google Cloud xFrontier Development Lab)
⭐ People's Lovie Winner - Online Video - Science & Education (Daan Roosegaarde, Grow)
🏆 Webby Award Nomination (Google Cloud xFrontier Development Lab)
🏆 Lovie Awards Nomination / GROW (best video science & educational)
🏆 Site of the Day at Awwwards / Frontier Development Lab (Google Cloud, NASA FDL, Intel)
🏆 Gold FWA of the day / Frontier Development Lab (Google Cloud, NASA FDL, Intel)
🏆 Gold Lovie Award / Mind The Gap (ServicePlan)
🏆 Silver Lovie / Mind The Gap (ServicePlan)
🏆 People's Lovie / Mind The Gap (ServicePlan)
🏆 FWA of the day / Mind The Gap (ServicePlan)
🏆 Gold Brand Experience & Activation Cannes Lion (ServicePlan)
🏆 Film-academy Gouden Veer Class of 2017 / Award for the most creative achievements and personal developments.
🏆 Een Onvergetelijk Afscheid Winner of VPRO documentary Price
🏆 Winner Gouden Kalf Beste Korte Film GRATIS /2016, Merijn Scholte Albers & Tobias Smeets.