I'm a creative production leader based in the Netherlands. For over nine years at Snap Inc. I moved from hands-on VFX and motion design into building and running the systems that ship creative work: I founded Snap's internal marketing production studio from zero — hired and grew the team to ten people across Amsterdam, London and Los Angeles, and designed the pipeline that cut delivery time by roughly 30% while bringing outsourced work in-house.
My work sits at the intersection of product, marketing, engineering and creative. I translate ambiguous briefs into production-ready systems, protect scope and quality, and ship complex multi-format campaigns on deadline — every time. The launches I've run earned coverage in TechCrunch, Engadget, Campaign, Social Media Today and AR Insider.
I'm also an early adopter of GenAI in production: custom LoRA training for concept generation (adopted across teams at Snap), an ElevenLabs voiceover pipeline, and AI-video-driven launch films. I treat AI as a production multiplier — it belongs inside the pipeline, not instead of it.
Before Snap: AR lenses for Coca-Cola, HBO, Netflix and Warner Bros at Looksery (acquired by Snap), and editing animated features and series at Animagrad.