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Creative Director BBDO Chicago
#4 Copywriter Cannes Lions 2022.
#1 Creative Director Cannes Lions 2025
Green Card Holder
Frederik Clarysse
Decathlon - The Breakaway
The first eCycling team for prisoners. We reconnected prisoners to society by allowing them to cycle with people from outside on Zwift.
2X Cannes Grand Prix winner.
2X Cannes Grand Prix winner.
Burger To King
Finally all those hours on the office PlayStation became billable.
The most famous soccer game of all announced a bunch of brand partnerships for its '25 edition. It didn't include Burger King. But it didn't need to. Because BK was in the game all along...
We discovered there are actual players called Burger and King in the game. And when they pass the ball to each other... the in-game commentator mentions our brand without even knowing it.
In collaboration with Belgium's biggest streamers, we invited people to score goals with Burger and King and get a Whopper.
The most famous soccer game of all announced a bunch of brand partnerships for its '25 edition. It didn't include Burger King. But it didn't need to. Because BK was in the game all along...
We discovered there are actual players called Burger and King in the game. And when they pass the ball to each other... the in-game commentator mentions our brand without even knowing it.
In collaboration with Belgium's biggest streamers, we invited people to score goals with Burger and King and get a Whopper.
Caption With Intention
An idea from So A Ryu 6 years in the making. Thank you to Bruno Mazzotti, Gustavo Dallegrave, Danilo Boer & John Bleeden for inviting me on this.
For over 50 years, captions were static—monotone, mistimed, emotionally flat.
For the Deaf community, that meant missing more than words: they missed rhythm, identity, and tone.
That’s why we created Caption with Intention — a new captioning system that includes tone, timing and character identification into easy-to-read captions.
Validated with Deaf participants over 10 months, Caption with Intention introduces a new standard where accessibility and emotion finally meet.
For over 50 years, captions were static—monotone, mistimed, emotionally flat.
For the Deaf community, that meant missing more than words: they missed rhythm, identity, and tone.
That’s why we created Caption with Intention — a new captioning system that includes tone, timing and character identification into easy-to-read captions.
Validated with Deaf participants over 10 months, Caption with Intention introduces a new standard where accessibility and emotion finally meet.
State of The Arts: -60% Culture
One day, the Minister-President of Flanders announced a funding cut for art & culture. A few hours later, we hit back.
AB INBEV - The Crashed Glass
The consequences of drunk driving, served cold.
Burger King - Lost Password
Burger King Belgium wanted to launch an account on TikTok. But had forgotten they already had one. And no one at BK knew the password. So we turned this corporate blunder into a launch campaign to make the brand famous on TikTok
Kodak - Memory Shots
Photos are so important for people with dementia. They're a tool to get them talking and connect with others. But not all memories have a photo.
That's why we developed Memory Shots. A tool capturing memories of which no photos exist. As if they were shot by a Kodak from that era.
Developed in collaboration with Belgian dementia organizations.
That's why we developed Memory Shots. A tool capturing memories of which no photos exist. As if they were shot by a Kodak from that era.
Developed in collaboration with Belgian dementia organizations.
SPA - Placeb'eau
Belgians love taking pills, but they don't drink nearly enough.
So we launched Placeb'eau. A miraculous pill that has to be taken 8 times per day... with a glass of water.
So we launched Placeb'eau. A miraculous pill that has to be taken 8 times per day... with a glass of water.
Euromelanoma - Skin Memories
The way a skin mark changes over time, is crucial to determine if a skin mark is malignant. To remind people to check year after year, we used Memories, a Facebook feature, in an unexpected way.
Lidl Sounds Horrible
Halloween campaign for Lidl. My role: creative director.
Parents of Road Victims - The Road
7% of Belgian drivers stream series or movies while driving. So we made a trailer that encourages bingewatchers to watch The Road.
Lidl - The Value of Fresh
Emphasizing the value of fresh by putting a price on it... or at least trying
Lidl - Seven Fennels and Raspberries
On Valentine's Day 2021 supermarket Lidl created a bouquet of vegetables and fruits instead of flowers. For the occasion, we brought back a romantic song from the seventies, and replaced carnations and roses with fennels and raspberries.
AB INBEV - Pintje, Sam?
4 years before Dylan Mulvaney, Jupiler, an AB InBev brand, honored a transgender rockstar. But this one went better.
Flemish Actors' Guild - Ads about Nothing.
In Belgium, all actors do voice over work. During the pandemic, this became their only source of income. To help them, we got brands to record ads about nothing.
Benetiet - Win a Breast Reconstruction.
We turned a horrible campaign
into one that helped thousands of women get a breast reconstruction.
into one that helped thousands of women get a breast reconstruction.
AB INBEV - Drive Responsibly.
Alcohol ads have a legally obligated "drink responsibly" message. But car ads don't have a "drive responsibly" message. We fixed that with some clever media buying.
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