Projects I got involved in: The Emirates’ new global brand platform


The thinking behind it.  

Emirates has recently launched its new global brand platform as the airline continues its “evolution from a travel brand to a global lifestyle brand”.


Photography by Maurice Heesen.

Themed ‘Hello Tomorrow’, the Dubai-based carrier rolled out an integrated marketing campaign as part of its bid to position the airline as “the enabler of global connectivity and meaningful experiences.” 

Admirably so, the Strawberry Frog team managed to get that message across without showing-off Emirate’s impressive fleet in any of the ads…



Global TV commercial.

Throughout this campaign, you’ll notice that ‘Tomorrow’ is referred to as an entity on its own. I intended to portrait ‘Tomorrow’ as if it is someone you can actually meet and share thoughts and experiences with. As if ‘Tomorrow’ has a mind of its own, inviting you to engage. I think it brings deeper meaning to the pay-off: ‘Hello Tomorrow.’

The campaign features print, TV and digital executions, including billboards in New York’s Times Square and Milan’s central train station.


I’ll keep you posted. Oh! Emirates has also launched a refreshed website.

My modest contributions do not hold up compared to the many months of excessive hard labour by the Strawberry Frog team in Amsterdam and especially by David Warner (CD) and Craig Lovelidge (CD). So infinite respect and big thanks to them for inviting me and Paul Best (art) to work with them on this important project.

And of course Emirates is on Facebook too.

Emirates’ song: Trek. Artists: Spencer & Antfood.

See more projects I worked on

Stuff I made: website TIGI Professional is awarded Site Of The Day


TIGI is artist led artist made. TIGI develops products where others just sell theirs. In salons. TIGI is the real deal. I wanted to make that clear through the art direction. By claiming salons and other locations of artistry. And credibly so: That’s where TIGI inspiration comes from and their products belong. So we shot TIGI products in their natural habitats: In the hands of hairdressers. In places of artistry.


Awwwards are the awards that recognize and promote the talent and effort of the best developers, designers and web agencies in the world.

What they said about TIGI Professional:

“A tight designed online platform for salon owners, stylists, and consumers displaying all the TIGI brands and what more TIGI has to offer. A unique combination of typography, design and functionality made it possible to bring all the different brands together.”




Visit the final website

Ad concepts:


Thanks and congrats to Christopher Andrews (account) Maarten van Huijstee (strategy) and Daan Klaver, my art director and designer on the project.

See more of the stuff I made or go see my portfolio:

Stuff I did: Turn my client’s HQ into a matrix sign billboard for Christmas

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Dutch/British Law firm Boekel de Nerée asked TAXI Europe to come up with a ‘cool idea’ for their Season’s Greetings. Money was not an issue.

We decided to turn their Head Office into the biggest matrix sign/billboard Amsterdam had ever seen.

At night we filmed the office, located at the World Trade Center of Amsterdam. Traffic slowed down, almost causing severe traffic congestions.

The security of the NS train station almost cancelled the project. But when they saw the beauty of the whole building being lit for the recording, they let us finish the job.

Kudos to Nick van Beijnen (art) Jort de Vries (animation and postproduction) and David de Bruijne (VFX supervision).


See more of the stuff I made or go see my portfolio: