Echt Oranje (“Real Orange”)
• art direction • campaign concept •
A year befor the Summer 2016 Olympic games in Rio, we were challenged with a pitch to create a campaign concept that would inspire the Netherlands to get to know, follow the journey and rally up for their national team (TeamNL).
To face the challenge we created a concept, Echt Oranje (Real Orange), which revolves around one question: what is it truly like to be an Olympian from the small country of the Netherlands, taking on the world? The answers are given by the athletes themselves, who give us unfiltered and close-up insight into their daily lives. We wanted to get into the hearts, sweat and minds of the athletes and get to know them far beyond the pixels that appear on our screens during the games.
We believed that by doing this, we could not only inspire the nation only to believe in their athletes, but to follow their personal journeys to Rio on the TeamNL app.
Having won the pitch alongside my copywriter, Rene van der Hoofd, I went on the art direct and create concepts for the whole campaign from TV, outdoor, digital, social and print. Our intention throughout the campaign was the capture the closeness, sweatiness and rawness of each athlete while showing the extreme effort that goes into being an Olympian.
Art Director : Valentina Jacks
Copywriter : Rene van der Hoofd
Creative Director: Ben Hartman
Agency: TBWA / Neboko
Education is the most powerful tool we can use to change the world. Pencils of Promise is a non-profit organization focused on building schools in third world countries such as Ghana, Laos and Guatemala. They give educational opportunities to children that otherwise are non-existent in these areas- ultimately bringing them forward as societies, out of poverty and into a more positive future.
Our campaign, "Give Futures" shows what Pencils of Promise creates in the lives of these children with the help of education. The idea is to illustrate the dreams and opportunities that donations to the organization help build in a simple yet powerful way.
Concept and Art Direction: Valentina Jacks and Carolina Salas
One Show Young Ones: nomination for best print
One Show Young Ones: nomination for non-traditional outdoor
Best print campaign at CU Boulder's "Dairy Show"
• art direction • illustration • copy •
Nothing is scarier and more exciting than the first day of school. The whole experience can be seen an adventure in the wilderness, and a certain level of preparation is needed to survive.
When I was asked to create a look book for O'Neill's Back to School backpack collection, a survival guide was exactly what I wish I had back in the day.
Using a mixture of prop design, studio photography and illustration, this was the outcome:
• art direction • branding • website design •
In a world of fast-fashion, quickly consumed and easily forgotten, it's nice to pause and realize it doesn't have to be this way.
In the small Italian seaside region of the Marche, reside leather crafting artisans who come from generations of slowly and beautifully produced handbag creators. It's from the hands of these artisans, that Isidori handbags was born.
When I was asked to create the branding for this then start-up, I wanted to create a brand that resonates with the modern woman and a design that expresses the individuality and timeless style of the handcrafted handbags.
• art direction • illustration • copy •
Soundwave Festival is a summer celebration where surf meets music on the beach of the northern islands of the Netherlands. It's also where play meets entertainment and where Paolo Nutini meets gold medal windsurfer, Dorian van Rijsselberghe.
• art direction • design • copy •
Hardcore surfers don't resonate with pink Barbie font.
So it was time to modernize the branding of O'Neill's iconic self-sticking "Superkini" (once pink Barbie font) and create a new identity that inspires the hardcore women of surf to ride stylishly and fearlessly. Superkini, as it's name entails, is built to withstand situations that other bikinis cannot- such as shredding big waves without the fear of exposing unwanted bits.
Represented by Revolver Amsterdam