AI-first, but creative-led
Me, in a nutshell
I’m André, a Creative Director with a background in design and more than twenty years of building brands: in top agencies, on the client side, and in → MAD, the studio I co-founded.
My way of working combines creative thinking with a strategic and entrepreneurial mindset. I believe creativity can move a business forward by opening up new possibilities. Today, AI is changing how brands are built, experienced and run, bringing thinking and making closer together. By now it's just part of how I work. Not a tool I pick up, more like a team that gives me skills I never had. What to do with them is still my job. Where all of this is going, nobody knows yet. I'd like to help shape it, for brands and the people behind them.
What gets me out of bed in the morning
Curiosity is my drive and marketing is my sandbox. I love thinking up new ideas, bringing them to life and moving things forward, whether through small improvements or a bigger leap. That curiosity drew me to digital agencies early on, and it’s what draws me to AI today.
I'm passionate about branding, advertising, storytelling, contemporary culture and emerging technologies. At design school, Bazon Brock showed me how seemingly unrelated things could connect and reveal a whole new perspective. I enjoy finding the idea that holds everything together and building the platforms and systems that bring it to life across all touchpoints. That instinct runs through everything I do.
I thrive when tackling tricky challenges with smart, inspiring people. Preferably in cross-functional teams, where I can bring a creative perspective, connect disciplines and see the bigger picture. Working on the client side as part of a global marketing team gave me a closer view of the business. That understanding is what I bring back into creative strategy and execution.
What I bring to the party
Creative Strategy
Creative strategies across media and channels
Brand stories and storytelling frameworks
Visual brand identities and design systems
AI-enabled creative workflows
Creative Direction
Integrated communication concepts
Visual design for digital and analogue media
Creative direction of photo, film, 3D and AI productions
Facilitation of workshops and delivery of presentations
Creative Management
Strategic and operational advice to stakeholders
Creative project management and functional team leadership
Enabling teams to work with AI
Ensuring creative quality and consistent standards
Off duty
I’ve loved getting lost in stories since childhood. Prince Valiant is still a favourite: an epic world that evolves over generations.
I’m married to an → opera director, and I love seeing the stories she brings to life on stage: visual, physical and full of emotion.
As a family, we love exploring new places. Our son and I share a fascination with comics, films and the Middle Ages – and imagining what life was like centuries before us.
Some brands I've worked with
Recognition – never the goal, always nice
