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Work Background
@___lightofjoyFounder & Experience Designer | Reiki Master
Feb. 2021I'm a copywriter and narrative strategist working at the intersection of brand, story, and human experience. With a background in global campaigns, I shape tone of voice, concepts, and messaging across platforms. I translate ideas into clear, compelling communication that connects and converts.
alice&friendsCreative director | copy
May. 2011 - Jan. 2021Www.aliceandfriends.nl Led creative direction for multiple 360 campaigns for prestigious beauty retailers in the Middle East and KSA. Specialized in fine fragrances and beauty storytelling with a touch of fashion across diverse cultures. Launched Amazon Prime Video ‘The Wheel of Time’ series in the Netherlands. Agencies: DDB New York, CØLLAGE, GREY London Barcelona, DAY, VBAT, The Brandgym Capetown, Atletico International, We are Pi Amsterdam, 60layersofcake Ams/CPT, Havas Worldwide Amsterdam, Sisteract, BSUR, Monk Music. Brands: Amazon Prime Video Europe, L' Azurde KSA, Zohoor Alreef KSA, Mikyajy Cosmetics Dubai, Durex, Rochas, Replay, Laura Biagiotti, Ghost, NRC, Verstegen, Deloitte, Philips, Cakewalk, Bugaboo, Bijenkorf, Le Cook, Coolrooms, Avrotros, KIT, Ziggo, Peugeot, Citroën.
Grey London Barcelona S.L.U.Creative director | copy
Apr. 2008 - Dec. 2011Barcelona Area, SpainLed multiple international campaigns for Procter & Gamble Prestige Fragrance brands like Rochas and Naomi Campbell, collaborating with top talents in the industry. Conceptualized and executed creative strategies across different cultures and languages, ensuring brand consistency and impact. Achieved successful campaign outcomes resulting in increased brand visibility.
DDB New YorkCopywriter
Jan. 2007 - Jan. 2008Concepts and copywriting. Scriptwriting for Exxonmobil [Worldwide Campaign] and Hertz
![Creative director [freelance]](https://d1cg29ukvkl76a.cloudfront.net/media_files/publicmedia/c0768745819ef2d4e21e598370e65a032346d47a1d3fdb3c6b3face042c4acc4/profile_search-263080_experience_logo.jpg){kind=logo}
PhilipsCreative director [freelance]
Jun. 2006 - Dec. 2009Led concept, strategy, and product development for a cause-related marketing project with Philips Design to support child-related Ngo’s. Collaborated with Designer Willem van der Sluis and Lineke van den Boezem to research in Pune, India at the Philips design offices and child-related Ngo's.
SchrijfmachineJunior creative
Jan. 2005 - Jan. 2006Interviewed people in the film industry and wrote articles for the NFTVM Magazine.
iederalles.nlFilm director for The Norwegian Dream
May. 2004 - May. 2005Documentary shot in Norway for the Non-Profit Organization IederAlles. A journey through Norway in search for a better, inclusive life. Following 32 parents of children and adults with a handicap. Through this film the organization contributes to congresses and meetings where the theme inclusion (enclose instead of disclose) is discussed. http://www.iederalles.nl
CCCPProduction Assistant
Jan. 2004 - Jan. 2007Amsterdam Area, NetherlandsProduction for several television series such as MTV pimp my room, Nieuw Dier, Axe Late Night..
Pixelheaven.tvAssistant director | scriptwriter [freelance]
Jan. 2002 - Jan. 2004Wrote and directed several music videos for MTV Amsterdam and TMF together with director Svenno Koemans [Pixelheaven productions].
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