Robey Vintage
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Future Vintage

The Robey Vintage Sneaker collection is a modern translation of the classic tennis shoes. From this well-balanced combination of tradition, elegance, modernism and the future sprung the idea for the launch campaign: ‘Avantage’. Together with photographer Wyne Veen, we translated the heritage of Robey to a futuristic vision.

Vintage objects such as rackets, balls, nets and clothing are skilfully replaced with ‘futuristic’ objects and divided in four categories. These categories each have their own color scheme and are combined with slightly awkward ‘vintage’ objects. Avantage remained true to Robey’s past: founded in 1947 and known for it’s stylish, sophisticated and sometimes provocative tennis collections. Avantage is also the forward looking: it showed exactly where Robey was taking tennis sportswear.

Made in a team at Premium Inc.
Photography by Wyne Veen

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.