In 1993, during my internship at DDB Worldwide, I discovered the internet. That fascination led me to write my thesis on it and soon after, I founded TRIBAL DDB AMSTERDAM. As Creative Director, I built and led a team of 23, developing online activation strategies for brands like McDonald's, Volkswagen, Achmea, Bavaria, and Philips—earning 12 creative awards, including my proudest achievement: a Cannes Cyber Lion.

In 2004, I sold TRIBAL to travel the world with my wife and daughter. Along the way, I completed over 120 dives—The Blue Hole being the most breathtaking, while getting my cave diving certification was the most terrifying. A quote that changed my life: “I always wondered why somebody didn’t do something about that, then I realized I am somebody.”

That mindset led me to start NOBLA ADVERTISING, a brand activation agency for sustainable brands. I also solo-hiked the length of the Netherlands six times, wild camping along the way, and later completed a 2,300 km trek from Maastricht to Nice along the GR5.

Leaving Nobla, I launched CLEANUPTOGETHER, a platform to raise awareness about litter and organize beach cleanups. Around the same time, I founded Elk Gooisch Matras Komt Van Pas, a foundation collecting furniture and essentials for Syrian refugees in the Netherlands. In 2015, I joined Generous Minds to support the growth of social enterprises.

Sustainability drives my daily choices: I swapped my BMW convertible for trains and shared e-scooters. I bought three cows as part of a crowdbutching project (K( )E7951)—because once you look a cow in the eye, you eat less meat. I even made a short documentary about it. Now, I’m predominantly vegetarian.

Locally, I remain involved in Elk Gooisch Matras Komt Van Pas, helping refugees settle, develop skills, and find jobs. I also became a beekeeper, caring for 100,000 bees. I pick up cigarette butts my friends carelessly toss and do my best to keep my kids from buying cheap, disposable stuff. They call me a ‘GroenLinks lul’—a title I wear with pride.

After working with the Karmabrothers, an ad agency for sustainable brands, I spent three years as a Certified StoryBrand Guide, helping companies clarify their brand message. Blockchain and AI developments fascinate me, and I’m constantly learning—whether it’s smart AI tools or better prompts.

Today, alongside my work at Generous Minds, I run DKKV (Daar Komen Klanten Van), a small agency specializing in conversion optimization.