I led the conceptual direction and served as a lead copywriter on “Renew Your View on Amsterdam,” an international campaign by amsterdam&partners launched in late 2023 to showcase the city beyond its clichés.
The campaign, part of the Visitor Economy Vision 2035, was run in collaboration with the City of Amsterdam in two phases: first, highlighting local stories, neighborhoods, and cultural initiatives; then, using striking, thought-provoking visuals and conceptual copy to challenge familiar perceptions.
My role involved crafting copy across online, social, and out-of-home channels, helping shape messaging that encouraged residents and visitors to see Amsterdam as richer, fairer, and more balanced.
01 — First phase launch
In partnership with Dentsu Creative, I produced a series of interviews, amplifying the voices of local changemakers who are redefining Amsterdam’s cultural identity through video, visuals, and storytelling.
This lead to a video series and social-ready visuals to launch the campaign.
02 — Second phase creative process
Established the clichés
Identified the clichés and stereotypes that shape visitors’ perceptions of Amsterdam through street interviews and social media polls.
Unearthed new voices
Explored the city’s cultural changemakers — the people and projects redefining Amsterdam’s story and breaking old narratives.
Concepted copy
Explored multiple creative territories and crafted a range of conceptual copy directions that provoked curiosity and challenged expectations.
Brought ideas to life
Paired strong, provocative visuals with refined copy for a series of OOH banners and billboards welcoming arrivals at Schiphol Airport.
