Cruyff Sports
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Heroes of the future

Cruyff Sports is a functional on court sports brand established in 1979 by one of the best football players in the world: Johan Cruyff. By combining technique, intuition, refinement, speed, grace and style, Cruyff took football to a whole new level. But there is more to tell than just history.

Today, the heroes of the future play on Cruyff Sports. And not for no reason, Cruyff Sports is way ahead within the niche of Futsal functional design and look and feel. We worked together with the best Dutch Futsal players to create a series of images based on the 3 most import qualities of any great Futsal player: control, instinct, decision-making. The images, captured by Ruud Baan, show a sequence of shots in where the ambassadors show off their skills in a series of choreographed scenarios. The ads explain the R&D and emphasize the benefits and key features of the boot, demonstrating the technical superiority of the products.

Photography by Ruud Baan

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.

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