For every campaign, my team was responsible for translating the brand’s creative vision into physical retail executions across all locations. We used the flagship store on Amsterdam’s PC Hooftstraat as the creative testing ground, ensuring the highest quality and most impactful execution before scaling and adapting the concept for other stores worldwide. This approach guaranteed consistency while allowing smart adjustments for different formats and markets.

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Two campaigns in particular stood out. The first was the re-launch of G-STAR’s iconic Elwood denim — a full 360° takeover that transformed every point of sale. The second was the Say It Witcha Booty campaign featuring Snoop Dogg, where we brought the bold energy of the campaign into retail spaces with striking, immersive executions.