Cruyff Classics
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A world of football luxury

Johan Cruyff was football’s original dandy. For Cruyff, football was a means to a greater end. On the pitch, he used it to share excellence and brilliance with the rest of the world. In daily life it gave him a life of comfort, style and access to beautiful things. It is the combination of function, style and confidence that we coined ‘football luxury’ and became the core of the Cruyff brand world and the inspiration for the Art Direction.

The collection combined sporting heritage with state of the art materials and technical features. Iconic styling and distinct looks formed a key part of the campaign attitude and overall look. Repetition, reflection, graphic patterns and a mix of urban and luxurious locations formed the stage for the Seasonal Campaigns.

Photography by Pablo Delfos

Still amazed by the fact that I’m getting paid for expressing myself and keeping up with today’s culture, I’m an Art Director with a continuous drive to develop ideas worth thinking about, engaging with, sharing, joking about, playing with and arguing over.

While my background is in design, I have worked as an Art Director in (digital) advertising for over 14 years. I have developed everything from visual identities, apps, advertising campaigns, photoshoots, brand films, websites, in-store experiences to a bronze speaking sculpture.

I am experienced in building and leading teams of creatives and having worked on both agency and client side, I understand the complexity of what is asked and that which is actually needed.

In my last job as Creative Director of the renowned Dutch Design agency Fabrique, I focused on bringing strategic ideas to life in experiences that interest, engage and challenge reality. My work has been internationally recognised by organisations such as New York Festivals, Cannes Lions, the European Design Awards and the Webby Awards.

I am currently available as a freelance Creative / Art Director.