I’m drawn to images that spark something — fresh, surprising, moving, or simply irresistible. But always in service of the story. I’m not afraid to push boundaries, encourage others to look a little further, and I never lose sight of the purpose behind the visual.

It all starts with what resonates. A certain atmosphere, an unexpected shape, a detail that lingers. Sometimes it’s a film, a piece of art, or just something I notice along the way. I’m fascinated by visual contrast — the raw and everyday next to something meticulously styled. These visual triggers are a constant source of energy in my work.

As a photo director, I make sure the visual identity of Allerhande stays fresh and distinctive for Albert Heijn. I translate their brand and message into compelling images that reflect both the audience and the moment we’re in.

" I love combining creative instinct with strategy to bring both the team and the client into new, exciting directions that actually move things forward ”