PORTFOLIO
EXPLORE THE INTERSECTION OF IMPACT, PURPOSE AND CREATIVITY.
KETI KOTI ROUTE
"WE WILLEN VAN KETI KOTI EEN NATIONALE FEESTDAG MAKEN, MAAR WEL EEN WAARBIJ DE INHOUD CENTRAAL STAAT."
- AKWASI ANSAH, OMROEP ZWART
In 2024 I was honored to lead the coordination of the
Keti Koti Route project, a significant initiative launched by Omroep ZWART in collaboration with the Cultuurfonds. I managed the development of the concept, oversaw the creation of the website, and crafted the content and communication strategy to effectively reach and engage a broad audience.
In addition to conceptual and strategic development, I curated a strong team and fostered connections with numerous organizations that form the foundation of Keti Koti’s powerful and memorable celebrations. These collaborations were essential in ensuring the platform’s success and in highlighting the hidden and often forgotten chapters of history, referred to as the “missing pages.”
Through the Keti Koti Route, Omroep ZWART aims to enhance the understanding and appreciation of Keti Koti and other significant historical themes. By bringing these narratives to the forefront, the platform contributes to raising awareness and deepening the collective understanding of our shared past, ensuring that these crucial stories are not only remembered but celebrated.
Visit ketikotiroute.nl
Credits:
Client Omroep ZWART
Project management by Cultivate
Web development by Pieter-Jannick Dijkstra
Graphic Design by Jay Sunsmith
Photos by ANP
Supported by het Cultuurfonds
THE GANG IS BEAUTIFUL
WHAT BEGAN AS A MANTRA EVOLVED INTO A CULTURAL FORCE.
- TGIB
A collaborative venture where Cultivate partnered with the elusive collective known as The Gang is Beautiful.
Operating under the mantra of "If you see it, you feel it, you understand it," the essence of The Gang is Beautiful defied conventional explanation. Cultivate, embracing this ethos, curated a photoshoot, opting to let the imagery speak volumes. Through the lens, raw authenticity radiated, capturing the electrifying allure of The Gang is Beautiful.
Despite speculation about The Gang's collective identity, one truth emerged—the captivating images resonate deeply, embodying Cultivate's commitment to storytelling that fosters connection and transcends boundaries.
Credits:
Curated by Cultivate
Creative direction by The Gang is Beautiful
Production by The Gang is Beautiful
Clothing by OSSO
Muses: Foday Conteh & Ike Melchizedek
Photos by DRE assisted by Jaane
Commissioned by The Quick + The Brave.
HEAL MARY
CANNABIS WAS A SHORTCUT TO CREATIVITY, COMPASSION AND SOFTNESS.
- SHINTA LEMPERS
Through an in-depth interview with Shinta Lempers, founder of Heal Mary, I delved into the intersection of women and cannabis. Our conversation navigated through her personal journey, from her upbringing in a happy yet turbulent family to her current role as a mother raising two young girls.
Highlighting the healing potential of cannabis, Shinta shared her experiences using it during pregnancy and labor. We also explored its historical significance in various cultures, such as Turkey & India, where it was traditionally used to alleviate pain and promote wellness among women.
In addition to the interview, I directed a photoshoot at the TQ+TB studio, capturing the essence of women engaging in self-care, reading, and enjoying cannabis—a visual narrative aimed at normalizing the image of women embracing cannabis culture. This project reflects a commitment to raising awareness about the unique effects of cannabis on women and fostering inclusivity within the cannabis community.
Credits:
Interview by Jo-Ann Dawson
Creative direction by Cultivate
Photos by Obi Mgbado
Art direction by Cultivate
MUA by Debora de Mee
Production by Marie-Anne Leuty
CALVIN KLEIN
NO PRIDE FOR SOME OF US WITHOUT LIBERATION FOR ALL OF US
- MARSHA P. JONHSON
Together with UPR Agency, I spearheaded the campaign production for Calvin Klein's Pride initiative, collaborating closely with esteemed creative director Jean Paul Paula. Together, we curated a thought-provoking series featuring influential figures from the fashion and creative industries, delving into poignant topics surrounding LGBTQIA+ issues, such as intersectionality, racism and allyship.
Jean Paul Paula's vision, encapsulating the essence of a "dream of a queer future," brought forth a celebration of identity and acceptance, echoing through each individual's unique expression within the project. Through this initiative, we aimed to spark vital conversations, fostering a community-driven dialogue that paves the way for genuine societal change.
This project serves as a beacon of empowerment and inclusivity, setting the stage for a future where diversity and authenticity reign supreme in brand campaigns and beyond.
Credits:
Campaign & production by Jo-Ann Dawson / Suzanne Stal (UPR Agency)
Photography & creative direction by Jean Paul Paula
Make-up by Laura Yard
Featuring Sunny Jansen, Jean Paul Paula, Gee Schmidt, Naomie Pieter, Mandy Woelkens, Thorn de Vries
Assisting by Fatima & Shaquille
DR. MARTENS
WHAT I LOVE ABOUT TECHNO, IT BRINGS PEOPLE TOGETHER. IT UNITES PEOPLE.
- MARRØN
During my tenure at the UPR Agency, I served as a creative and senior PR representative for the renowned brand Dr. Martens, where I played a pivotal role in shaping its narrative and fostering meaningful connections with its audience. Through my multifaceted role, I orchestrated diverse campaigns, produced and curated engaging podcast shows, and executed captivating events and collaborations.
Dr. Martens, known for its ethos of individuality and rebellion, provided the perfect platform to cultivate a sense of community among those who dared to stand out and express themselves authentically. It was a privilege to contribute to a brand that not only embraced self-expression but also encouraged individuals to boldly voice their beliefs and ideals. Through our collective efforts, we not only elevated the brand's presence but also empowered countless individuals to embrace their unique identities and perspectives.
Dr. Martens served as a beacon of inclusivity and empowerment, and I'm proud to have played a part in amplifying its message of rebellion and authenticity.
Watch: Walk With Me series
Listen: Talking Tough podcast
ZALANDO
MIDDLE AGED WOMEN TEXT ME AND LITERALLY SAY: YOUR MESSAGE HAS CHANGED MY LIFE.
- LOTTE VAN EIJK
As the creative director for this project I oversaw the entire production process, from curating podcast hosts and guests to collaborating with VICE, managing PR, executing the campaign, and overseeing project management.
In this groundbreaking 'Free to Be' podcast series, journalist and host Bo Hanna engages in insightful conversations with creative talents Lotte van Eijk, Wayta Patmo, and Shamiro van der Geld, delving into topics like body positivity, cultural inspiration, and nighttime liberation. The series celebrates the diverse forms of self-expression and freedom, ranging from embracing body positivity to breaking societal norms and discovering personal style. Through a collaboration with VICE and Zalando, we shed light on the multifaceted journey of being true to oneself, exploring themes of individuality, empowerment, and self-expression tailored to each person's unique experience. This 'Free to Be' podcast series offers a platform for genuine conversations about freedom, self-expression, and liberation, resonating with audiences seeking authenticity and inspiration in their own paths towards self-discovery and acceptance.
Listen to the Free to Be podcast.
Credits:
Creative direction by Jo-Ann Dawson (UPR Agency)
Production by VICE
Host: Bo Hanna
Talents: Lotte van Eijk, Shamiro van der Geld, Wayta Patmo
LATANYA ALBERTO
Upon the release of neo-soul singer Latanya Alberto's singles 'Futurity' and 'Sunrise', I directed the photoshoot production, capturing the essence of her music through visually compelling artwork. From conceptualization to execution, the team ensured the photoshoot reflected the soulful and elegant energy of Latanya's music, creating a cohesive visual narrative for her artistic expression.
Credits:
Photography by Ashley Rottjers
Production by Cultivate
MUA by Elise Monsanto
Hair by Jinsoue the Hairplug
MIRA AKI
In 2021, Alfred Schaffer was the first black poet to win the prestigious P.C. Hooft-award in the Netherlands with his poem Mira Aki. The VPRO & Alfred Schaffer commissioned a team of young BIPOC creatives to visualize his poem into a striking short video. I was honored to lead the art direction for this production; we embarked on translating the poem's essence into captivating visuals. Through meticulous attention to detail and a shared passion for storytelling, we created a visual narrative that honored Schaffer's legacy and celebrated its depth and cultural significance.
Credits:
Director - Evani Gilds
Director of Photography - Seretse Fulani
Producer - Lee Ann
AD & creative consultant - Neil Henry
Production assistant - Britt Susanna
Steadicam Operator - Denilson de Koning
Gaffer - Irwan van Wingerden
1st AC - Yarnell Riley
Art Director - Jo-Ann Dawson / Cultivate
Styling - Esmeralda Tan
MUA - Carmen Matamoros
Narrator - Romana Vrede
Cast
Child - Jahlion Duarte
Moor & Dad - @Aristo Mijnals
Merchant - Frans Kops
Mom - Anne Fay
