At La Cassette, I develop and shape the creative storytelling, bringing the brand’s vision to life through strategic narratives and compelling content.
I got involved with La Cassette through a passion for branding, storytelling, and cultural production, drawn to its unique blend of music, art, and underground creativity. With my background in creative strategy and campaign development, I’m helping craft projects that captures the essence of the brand’s community. My focus is on building narratives that not only showcase talent but also solidify La Cassette’s identity as a hub for emerging creatives.
Everything we do is rooted in our tagline, Far From Done. We believe that growth and success come from embracing mistakes—each misstep is a lesson, pushing us to evolve, improve, and keep moving forward.
KEY PROJECTS
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KEY PROJECTS *
RED BETWEEN THE LINES [coming soon]
RED BETWEEN THE LINES is a four-part shortmovie that explores the creative journeys of individuals shaping underground culture. Each episode follows a different artist - from DJs to designers - capturing their passion, process, and personal stories in a cinematic, documentary-style format. Designed to feel like chapters of a cohesive short film, the series blends raw authenticity with a distinct visual identity, reinforcing La Cassette as a platform for emerging talent. Through this project, I developed the concept, narrative structure, and creative direction, ensuring each story reflects the brand’s ethos while standing out as a compelling piece of visual storytelling.
LA CASSETTE DJ GLOVE
The DJ Glove was our way of proving that creativity doesn’t need permission. Without clients to kickstart our journey as a creative agency, we decided to flip the script - by creating our own product. In collaboration with a fashion designer, we developed the DJ Glove: a deliberately dysfunctional piece of equipment, branded as if it were the next big innovation. This project wasn’t just about the product itself but about showcasing our ability to build narratives, craft bold campaigns, and turn an unconventional idea into a compelling brand story.
LA CLASSETTE
La Classette (yeah, there’s a little wordplay with the ‘L’ going on) was our first step into creative education. In collaboration with Gemeente Utrecht and Vogelfrei, Utrecht we created a summer school designed to equip young creatives with the tools to bring their own visions to life. Over six weekends, we guided a group of twenty aspiring creatives through masterclasses covering every essential aspect of event production, from videography and graphic design to finance and concept development. The program culminated in Get To It, an event entirely created by the students. A testament to their growth and creative ambition. More than just a learning experience, La Classette became a launchpad, with its participants continuing to thrive beyond the program.
You ain’t seen nothing yet
In collaboration with Gemeente Utrecht and typography artist Guido de Boer, we transformed a public space into a statement with a large-scale wall artwork that challenges perception. As part of the creative direction, I helped shape the project’s narrative by translating Guido de Boer’s vision into a poetic piece that invites the viewer to think beyond the surface.
We decided to that this artwork should be more than just decoration - it’s an exploration of night culture as a vital force where talent thrives, friendships grow, and new cultural movements emerge. It asks passersby to reflect on their initial impressions, to embrace the unfamiliar, and to discover something new within themselves.
