Could You Change The Ending?

Hybrid Creative: Concept, Art, Copy

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

“Christian is whip-smart and his ability to translate complex briefs into brilliant creative work is frightening.” Job Van Dijk, Exec Creative Director & Product Lead.

“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?

Independent Creative: Strategy, Art & Copy

︎ Information

Project. Niet Normaal was an international art exhibition celebrating diversity, held in Amsterdam.

The title means “Not Normal”, which became the starting point for the campaign: what is statistically normal, exactly? 

With the assistance of research company we discovered the facts behind Joe Average (Jan Modaal), the most average person on Earth. All of them were utterly bizarre, which helped to underscore the exhibition’s message: normal simply doesn’t exist. In fact, were a truly “normal” person to be born, there lives would be unrecognizable: abnormal, in fact.

Copy, translated (from top to bottom).

Poster One: Joe Average has 8.6 sexual partners.

Poster Two: Joe Average consumes 630 pills per year.

Film One: Joe Average spends two weeks of his life at traffic lights.

Film Two: Joe Average produces two swimming pools worth of saliva.  

My Role. Copywriter/strategy. Including posters and scripts for the films seen above.