Hi, my name is Tesja.
COPYWRITER & CREATIVE DIRECTOR
I write clear, compelling stories that resonate with your audience. With 10+ years of experience across agencies, in-house teams, and the public sector, I’ve worked on everything from digital products to full-scale campaigns.
Native Dutch but I work (mostly) in English. Currently based in Amsterdam.
my expertise
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Creative writing
UX
writing
Creative director
I develop creative concepts, content and copy that drive results. My process includes strategy and research to ensure that the storytelling resonates with the target audience, reflects the brand and supports broader business objectives. Projects include 360 campaigns, scripts, app content, business transformation, social, PR.
From onboarding flows to complex user journeys, I create clear, frictionless user experiences that seamlessly help users to achieve certain goals. My process includes UX research, data analysis, user testing and content strategy. I am comfortable with working in multi-disciplinary teams in an agile fashion.
I bring together strategy, storytelling and design to create impactful brand experiences that drive real connection while delivering on business goals. My work is founded on data and research, and executed through collaboration. I lead teams through every stage of the creative process, from concept to execution.
websites & e-commerce
Alexander McQueen
E-commerce: Our Soul In Every Cut
Reinvigorate the soul of this iconic, British fashion house in every pixel of the rebranded, state-of-the-art e-commerce website. Our goal was to honor the legacy of its founder, Lee McQueen, while looking at the future of the house and its iconic collections.
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Fotografiska
Berlin museum digital experience
For the opening of the Berlin chapter, we pitched a custom site that let's users immerse themselves in the museum's unique exhibitions from anywhere in the world through fully integrated, multi-sensory tools and immersive, digital experiences.
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Sennheiser
E-commerce: Sound Expressed in Full
How do you sell sound online? When creating the new e-commerce experience for the German audio company, we lowered the volume on the technical specs and features and amped up the users' listening experience.
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Tractable
Brand website: AI solutions in insurance
This unicorn is revolutionising the home and car insurance industry with AI tools for speedy and more accurate assessments. Our brief for the start-up’s website was to humanize the technology with real-world use cases to create trust and familiarity with their offering. Explore the work
Birkenstock
Relaunching Care Essentials on .com
The footwear brand launched a rebranded line of footcare products in 2024. Our brief was to create a strategy, look & feel and unique experience for the range, plus to seamlessly integrate the offering within the Birkenstock e-commerce experience.
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Polaroid
E-commerce: A fresh take on instant
The Polaroid name has become synonymous with instant photography. When pitching for the new e-commerce experience, we shifted the focus from product to celebrating users, their creative process and the unique outcomes.
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Skyryse
Brand website: The future of aviation
This California-based start-up is revolutionising the world of aviation by inventing software and hardware that lets anyone fly an aircraft. Our brief was to create a component library with the new brand guidelines and build the website’s MVP in a matter of weeks. Explore the work
Chamber of Commerce
Informing and empowering entrepreneurs.
[Coming soon]
apps, digital transformation & digital experiences
Philips
Air+ app: Better protected with AI
When the Philips Clean Home Plus app was due for a complete overhaul, including the name and app icon, we were also briefed to create and integrate AI features that would improve users’ experiences with their connected air purifier.
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Colgate
Brand transformation: dental care for digital
For this brief, we explored ways in which the right digital products, services, tools and experiences can contribute to a better and more accessible dental care experience.
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Alexander McQueen
Celebrating 30 years of an icon
While the British fashion house was digitising its vast archive,
we designed the online experience that brings to life its rich history online, inviting fans worldwide to discover and be delighted by the brand's monumental backstory.
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Verizon
Verizon app: Integrating a new loyalty program
In an effort to bring added value to its 140+ million postpaid customers, one of America’s biggest telcos tasked us with the design and integration of their brand new loyalty program, Verizon Up, within the My Verizon app.
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Elta MD
Brand transformation: suncare in the digital age
For this brief, we explored ways in which the right digital products, services, tools and experiences can contribute to a better and more accessible skin & sun care experience for Elta's diverse customer base.
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360 campaigns, EMEA & global
Bugaboo
Global 360 campaign: Adventure Awaits
Riddled with pastels and nucleair families, Bugaboo’s goal was to separate itself from this homogenous representation of parenthood. With Adventure Awaits, we created a campaign that celebrates modern families through mischief, fun and adventure.
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Foot Locker
Back to school with confidence
Whether returning to school after the summer break was virtually or IRL, Coronavirus has amplified anxiety for most kids. Our challenge was to build a campaign that inspired and gave confidence to Gen Z at this pivotal time of year.
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Foot Locker
Fighting racial inequality
In June 2025, in the midst of the global Black Lives Matter movement, Foot Locker announced a $200 million initiative to fight racial inequality. We created the campaign that announced their pledge, featuring influencers who stand up for the cause.
Coming soon
Foot Locker
Holiday campaign: The Cause Don’t Pause
The holiday campaign features influencers who fight the good fight, from promoting inclusion, fighting inequality or teaching dance classes to underprivileged kids. In a show of support, the brand offered each influencer a grant in support of their efforts.
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ai, pr, retail & a bit of fun
Alexander McQueen
Using AI to reimagine a long lost collection
It’s 1993. After showing his collection Taxi Driver at the Ritz in London, Lee McQueen’s first collection disappears. With the use of AI and eyewitness accounts, we revived this iconic collection in time for its 30th anniversary.
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Netflix
The Witcher S2: Product partnerships
To celebrate the return of Geralt of Rivia for a second season on the streaming giant, we pitched 10 unique brand & product partnerships to excite fans around the world for the upcoming launch.
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Tommy Hilfiger
Tommy X Gigi: a runway spectacle at Pier 17
Tommy Hilfiger hosted a fashion carnaval on New York City’s Pier 17 for the first, highly anticipated collection by supermodel Gigi Hadid. This iconic event also marked the launch of the brand’s shift to direct-to-consumer.
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Mugler
Global flagship: Reinventing retail with AI
For the launch of their latest and relaunch of their iconic perfumes, Mugler invited us to pitch an out of this world One Mugler signature experience and olfactory discovery that’s scalable for any retail space and country.
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Nike
App content: Global bra donation
In an effort to combat the drop off rates of teenage girls in sports, Nike donates free sports bras to give them the support and confidence to stay active.
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my experience
01
02
03
Digital
agencies
In-house
Public
sector
From junior copywriter to ACD. From Amsterdam to New York, and back again. I worked on global, 360 campaigns, digital experiences, products & services, immersive experience, content design, digital transformation and social media. Clients ranged from established brands to budding start-ups.
From onboarding flows to complex user journeys, I create clear, frictionless user experiences that seamlessly help users to achieve certain goals. My process includes UX research, data analysis, user testing and content strategy. I am comfortable with working in multi-disciplinary teams in an agile fashion.
I currently work at the Dutch Chamber of Commerce as a UX writing lead and Senior Editor. Our goal is to empower entrepreneurs by developing strategic, data-informed tools and content aligned with regional trends and national and European legislation.
Freelance
Squarespace
I’m involved in the Dutch creator program, which aims to increase the brand’s reach in the Dutch market through native podcast ads. My tasks include reviewing scripts and recordings for approval, and researching titles for partnerships.
DeepL
As an individual contributor, I analyse, review and rewrite AI-generated, Dutch copy. This input is used to further train and develop DeepL’s advanced Language AI platform with products including DeepL Translator, Voice and Write.
Nxt Museum
For those living in the Dam, the image on the left might look familiar. I penned the line (de)fine art for the museum’s 360 brand awareness campaign. It’s meant to provoke readers to reconsider what they believe fine art is, and isn’t.
Volunteering
I volunteered my strategic, creative, writing and design skills at several non-profits. These include Humanitas, Serve the City, Inside Circle and Project Fearless.