I started as a professional dancer and choreographer. For several years I worked on So You Think You Can Dance — the biggest dance competition show in Belgium and the Netherlands — creating ~20 choreographies that aired every Sunday to 1.5 million viewers. Full creative ownership: concept, direction, costume, music, staging, press.
That career taught me something that most brand strategists never learn in a classroom: how to create under real pressure, how to read an audience, and how to make something land.
From there, I moved into entrepreneurship. I built Raised by the Beat — a dance school network — and Dance Radar, a two-sided marketplace connecting studios and teachers, from concept to V1 launch with 100 beta testers. I designed the brands, led the outreach, directed the photo shoots, and worked directly with developers.
Today, I channel all of that into one thing: designing experiences that make ideas land and people feel. That might be an event that makes an innovation showcase actually memorable. A brand that sounds like nobody else in its space. A video series that turns complex ideas into something people genuinely want to watch. A physical studio built from scratch. A marketplace app launched with 100 beta testers. Whatever form it takes — I design and build the thing that creates the feeling.
I've helped a former hip-hop DJ turned AI strategist become a recognized voice at European AI conferences. I've co-founded and built a professional video studio in Berlin. I've directed music videos simultaneously for Sony Music and Warner Music France. I've produced a €500K educational series for a company led by the director of BBC's Planet Earth.
The through-line across everything: I take what's already there — the real story, the real expertise, the real vision — and build the creative system that makes it undeniable.
Skills and Expertise