From Downhill To The Boardroom

From alpine ski racer to founder, twice over: a creative agency, then a cultural AI platform. One line: speed, discipline, and a creative instinct for what lands.

2x founder • 15+ years of experience • 1 Effie award • 15 creative team led

Current: founder @ SPOKE

One discipline, four stages.

Downhill and Super G at international level. The foundation: speed, discipline, adaptability.

Alpine ski racer,
FIS

Built my own video production company, from camera operator and editor to managing director. Suepar Videos became part of Endeavour.

Founder,
Suepar videos

Creative director &
Partner, Endeavour

From Studio Teamlead to Creative Director. A multidisciplinary creative team of 15 experts. Campaigns awarded an Effie and multiple Grand Prix Content Awards.

Building the cultural intelligence platform for brands. Turning early cultural signals into relevance, opportunities and action. Woman in Tech cohort 2026.

Founder,
SPOKE

Creative lead,
Fractional [1-2 days a wk]

Available for selected creative challenges. Fractional creative or marketing lead for launches, campaigns and productions. Solo or with a trusted network.

SPOKE is a cultural intelligence platform (AI) translating subcultural signals from music into insights brands can use. In conversation with international brands and agencies.

VISIT SPOKE

  • Sports campaigns usually talk about the win. We went looking for the moment before it.

    Real conversations in their habitat: the locker room. Athletes like Ranomi Kromowidjojo, Sjinkie Knegt and Lieke Klaver, and the deep conversation that only starts once the coach leaves. Doubt. Repetition. The morning quitting almost won.

    That conversation became the voice-over, word for word.

    Effie Award

  • An album shouldn't only be heard. It should be seen.

    Every track got one image: a scene that captured its story. Those shots became teasers, and together formed the release.

    Campaign concept · Visual direction

  • The assumption was that vulnerability had to be the story.

    We chose the opposite. Players exactly as they are: fierce, sharp, relentlessly skilled. Football belongs to everyone. That line didn't need explaining. It needed showing.

    National campaign

  • Many more.

Brands that mattered.