Could You Change The Ending?


Strategy, Copy & Illustration Since Forever



"A brilliant thinker and writer." Dave Bell, MD & Creative Partner, KesselsKramer.

“Christian is a critical thinker and strategic problem solver with great writing skills. Besides being an honest and caring person.” Corinne Genestay, Independent Creative Strategist.

"Christian has the ability to think of new ideas, improve ideas and word them in the most witty/clever/fun and surprising way."  Karel De Mulder, Partner, AIR.

"The only person I know who has been asked not to bring so many ideas to the table. They literally pour out of him. All of them brilliant, different, and very on brand." Andrew Forrest, Creative Director, Ogilvy.

"Imitation is the sincerest form of flattery? Bollocks! What about jealousy? I've been jealous of Christian's work since forever. And rightly so." Ross Fowler, Freelance Creative Director.

Could You
Change The Ending?


Strategy, Copy & Illustration Since Forever

︎ Information



Project. Cover story for the biggest 3D art magazine around.  

My Role. Blender is an open source 3D software package, as well as an animation studio. As the company’s Head of Copy, I was asked to write a three thousand word article for the cover of the industry’s leading magazine.  

Cover Article (extract). Imagine that you’ve invested many thousands of euros and decades of your life developing software that creates worlds. Modelling, rigging, 3D animation, 2D animation, simulation, rendering, compositing, motion tracking, and video editing. In short, everything an artist needs.

How much would you charge for this software?

Think about it.

Maybe you’d like a villa in Palo Alto? Or an office by Norman Foster? Or even a McLaren F1? Maybe you want to drive your McLaren F1 from your villa in Palo Alto to  your office by Norman Foster?

No judgement: billions of people want some variation of this life.  Besides, you’ve made sacrifices. You help creative people make beautiful things. You deserve it.

But, practically, villas aren’t cheap. You’ll need money. Lots of it. So how about charging people a monthly subscription? Or a one-off licence? Or payment for commercial usage? 

How about nothing?

How about the software is free to download and free to use for anyone  anywhere for whatever purpose, forever and ever? How about you’re happy if somebody makes  a whole feature film with your program… and you get zilch in return?

In which case, the obvious  question is: ‘Why?’