projects.

As an artist, I’m used to being asked to pick a lane. Make the art, or make the content. Build the visual world, or build the audience around it. COLOR KIDS Playground, an art installation curated by Tisja and Ziarah Janssen for Amsterdam Fashion Week, never really forced me to make that distinction. Some nights I was standing at a lightbox, lifting Tisja and Ziarah’s crayon drawings frame by frame until they started to move. Nothing generated, nothing redrawn. Just their ink slowly learning to breathe. Numerous stories and reels built around the brand’s refusal to make everything look perfect.

Other nights, I was writing to names like Vogue, British GQ, Highsnobiety, HYPEBEAST, Forbes, effectively putting into words why this project belonged in front of their readers. In between all this, there was the less visible work: building the list, managing the check-in, bringing together more than a hundred people at Hotel De L’Europe on the day the installation was finally unveiled.

Somewhere along the way, I stopped thinking of these as different jobs. They were all part of the same thing: creating something, giving it a voice, and finding the people who would want to step inside it. COLOR KIDS Playground reminded me that I don’t have to choose between being a creative and being a creative director. I can be both, in the same room, on the same project.

Created Brand-aligned campaigns across multiple social media channels, Campaigns that lifted average ticket sales 15% per campaign, plus 25% growth in event partnerships with artists and promoters. Campaigns ranged from the market's promotional posters to creating digital assets for multiple club nights, managing the company's main instagram page @thegangisbeautiful as well as their secondary fashion archive coordinating and producing a number of impromptu studio photoshoots which were all posted to @tgib.archive.

20+ pieces of content a week driving a 35% engagement increase, outreach to 50+ Amsterdam entrepreneurs and creatives, and a guest-list website serving 700+ guests per event — the invisible engine behind the room.

Personal work: illustration, painting, and photography. The oil portraits and figure studies below are recent — the full feed lives on Instagram at @armvnif, with more in the Gallery.

My Communication Science bachelor thesis at the University of Amsterdam — published as an interactive blog so the research reads like a story, not a PDF. Preview it live below.