Appointed by the ECD of Wieden+Kennedy Amsterdam, I led Nike’s editorial vision for the Euros — overseeing a cross-functional creative team to deliver four original IGTV series that captured the culture of football in real time.

My role spanned creative leadership and system design. I defined the editorial tone, format, look, and feel — then built a global mobile content infrastructure that allowed Nike to source, shape, and publish real stories from across Europe within hours of each match.

This was Nike’s most ambitious social editorial to date: multi-channel, reactive, and deeply human. I didn’t just make content — I led a creative engine designed to move at the speed of sport and culture. more info here

Role: Global Editorial Lead (W+K Amsterdam)