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. Over the years, I’ve written reams of text for artists’ projects -- including book introductions, essays, articles, manifestos for display in galleries and explanatory copy for funding applications. This example is for Belgian Artist Karel De Mulder.  

My Role. Copy.
Introduction, License To Quote.  

The Tibetans believe that everyone is our teacher. Licence To Quote extends this wisdom to delivery vans. And buses. And also scooters.  

That’s because licence plates can be interpreted as life truths. “1-TTL-377” is “Try To Listen.” “DH-340-MH” becomes “Do Happy. Make Happy.”

There’s more: “Anomalies Are Accepted.” “Hope All Hopes.” “Stop Having” (ironically spotted on a lorry shipping consumer goods). 

Whether simple inspiration or cryptic aphorism, each licence plate functions as a kind of wheeled Rorschach test, revealing the reader’s attitudes, biases and beliefs.

Simultaneously an unusual form of self-discovery, a means of remembering your licence plates, and an in-car game for bored/improbably insightful children, Licence To Quote uncovers the therapeutic possibilities of being stuck in traffic.   
And remember: “1-TAT-875.”

“Take A Try.”