Work
Brands that know what they’re doing, but not why.
Founders who can sell, but not convince.
Websites that are factually accurate but don’t resonate.
Platforms that work abroad, but not yet in Belgium.
These are the projects that end up on my desk.
Airbnb, IKEA, Studio Brussel, Ancienne Belgique, De Morgen, but also Mobile Vikings, AG Insurance, Nike, and Uber.
A selection of the work that isn’t covered by an NDA.
Airbnb
Brand narrative for Belgium
Airbnb wanted its brand story to resonate with the Flemish market. The challenge wasn’t in translation, but in culture. What sounds enthusiastic in San Francisco can quickly come across as overselling in Belgium.
Two weeks in Rome with the international brand team to rebuild the style guide for Flanders. Not by replacing words, but by analyzing how Flemish people talk about the same things. What gets them excited? What does hospitality mean to them? And above all: where do they lose interest?
The result: their platform remained the same, but their message suddenly resonated with the Flemish people.
What I did: Brand strategy · Brand narrative · Tone of voice
Airbnb
International campaigns
I spent two and a half years on retainer as Airbnb’s sole Flemish copywriter. For each campaign, I worked on the Flemish versions of animated ads, web banners, UX copy, and email flows. It wasn’t just translation, but transcreation: conveying the same message in a tone that resonates with a Flemish audience.
Below is a selection of animated videos from that period.
What I did: Copywriting · Transcreation · Naming · Voice-over direction · Quality control
IKEA — Radio Komplimang
Brand experience for a bilingual market
During the pandemic, IKEA Belgium approached DIFT with one question: how do we keep our 4,300 employees motivated after a year of lockdown? The challenge wasn’t the message, but the delivery: how do you make thousands of colleagues feel seen?
Together with DIFT, we came up with Radio Komplimang. A three-day radio show where colleagues could thank one another by requesting a song. We set up an online platform to collect the compliments and songs, and booked national radio hosts from Flanders and Wallonia to tie everything together. But it wasn’t a bilingual broadcast—no. We produced two radio broadcasts simultaneously, one in Dutch and one in French. Broadcast in all Belgian IKEA stores and online.
We generated buzz with the tagline “Every record counts.” In total, we counted more than 1,500.
Better than a staff party.
What I did: Concept · Copywriting · Account & project management · Naming
VRT Studio Brussel
Radio, copy & formats
For non-Belgians: Studio Brussel is Belgium’s leading national radio station, comparable to BBC Radio 1 or triple j.
Seven years in radio. On air and behind the scenes. I hosted the daily show *Drops* from 6 to 7 p.m. But I also came up with new formats, organized contests, wrote copy for Eva De Roo and Vincent Byloo’s morning show, and produced video segments and late-night radio for *Fok De Blok* with Fien Germijns. In the summer, I broadcast live from Pukkelpop and Tomorrowland. In between, I conducted interviews with Ed Sheeran, Martin Solveig, Franz Ferdinand, and Sam Smith.
Radio taught me one thing right away: if you don’t get to the point in the first sentence, you’ve lost them. I still use that instinct every day. Straight to the point, no beating around the bush.
The name vedetski also dates from that period, by the way.
What I did: Radio · Format · Copywriting · Storytelling · Video · Concept · Naming · Tagline · Strategy
Buffalo Bitches, 20 years later
Prix Europa 2022 — Best European Radio Fiction Series of the Year
The series tells the story of Kimberley and Tiffany, the only two members of KAA Gent’s women’s hooligan club. Twenty years after their time in the club, the creator, Eva Moeraert, tracks down the two women, who haven’t seen each other in years. A journey that’s not just about soccer, but about friendship, misunderstandings, and reconciliation.
As a producer, I helped shape the narrative structure of the series: how to build memories through sound, when to let the listener figure things out for themselves, and how to let emotional pivotal moments resonate without forcing them.
What I did: Narrative structure · Editorial direction · Production
De Morgen - Duidelijk
2021 Belgian Podcast Awards nominee
Duidelijk is a weekly news and current affairs podcast from De Morgen in which we clarify complex topics. Each episode focuses on a subject that crops up everywhere but is rarely explained properly.
I developed the concept in collaboration with De Morgen and hosted the first season. The conversations with experts were interspersed with reports, ensuring that the podcast maintains a strong journalistic focus without feeling too heavy.
What I did: Concept · Format · Presentation · Storytelling · Editorial direction
Eva Moeraert — "Oostende with one o"
Naming and narrative structure for a three-part podcast
Eva couldn't decide on a name for her podcast about Oostende in Belgium and its sister city Ostende in Argentina. Her working title was O(o)stende, but no one knew how to pronounce or spell it. Eva always had to explain: "No, no, with one 'o'."
What if you turned that explanation into a name?
In addition to the naming, I helped shape the narrative structure of the series: how to build three episodes around a coastal town and a myth, when to draw the listener in, and when to let the story breathe. The series was recorded in 3D audio and premiered at the DS Podcast Festival.
What I did: Naming · Narrative structure · Editorial direction · Production
Ancienne Belgique
Public copy & news articles
I regularly write news and promotional content for Ancienne Belgique’s website. This includes announcements, collaborations, and public events, always in a tone that suits AB.
The challenge lies not in the information itself, but in how it's translated to the audience: clarifying cultural and practical details for a broad audience without losing enthusiasm or resorting to communication jargon.
What I did: Copywriting · Content · Tone of voice
Solbio
Website Rebranding (Dutch & English)
For Solbio, a Belgian company that makes organic toilet fluid for camping toilets, I wrote the entire website in Dutch and English. The challenge was clear: write about poop without writing about poop.
The focus was on clarity, trust, and an accessible tone. Technically correct, but light enough to read without awkwardness.
What I did: Copywriting · Web copy · Tone of voice (Dutch & English)
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