For this campaign, I was involved from the start. Together with several creative teams, I helped shape the concept around the line “Amsterdammer wordt het niet”. The goal was to position Het Parool as a paper deeply rooted in the city’s identity, with a tone of voice that is witty, bold, and unmistakably local. We wrote headlines that captured Amsterdam’s everyday absurdities, frustrations, and charms with a healthy dose of self-awareness.

 

Each line was tied to a theme and brought to life across formats. I worked on the visual concept and layout design, making sure the typography and structure matched the paper’s editorial quality while still feeling contemporary. We produced versions for each line, including videos, posters, set photos, and object visuals that extended the campaign into the physical world.

 

I was also on set during production, helping guide the tone and pacing of each shot. From framing to final edit, I ensured the result matched the creative vision. Being involved across concept, design, and production made this a particularly rewarding project.

The result was a layered, multi-format campaign that felt authentic, sharp, and proudly local.