Lieve Jansen.
Creative & Strategist
Greetings!
I’m a creative copywriter and strategist with 5+ years of experience building 360 campaigns, brand platforms, and digital stories that stick. From shaping global, award-winning work for adidas to creating teen-focused social content for a national museum, I thrive at the intersection of bold ideas and sharp strategy — across lifestyle, fashion, beauty, and philanthropic brands. When I’m not concepting or writing, you’ll find me chasing inspiration in books, cities, TikTok trends, or the occasional late-night Gilmore Girls rewatch.
A BIT ABOUT ME.
I’m a creative who cares about both the craft and the “why.” With 5+ years across agency and in-house teams, I’ve led work that ranges from adidas lifestyle campaigns to Gen Z-first content for a national museum. I’ve built brand platforms, launched social series, and guided complex creative through every stage — always with a strategic eye and cultural edge.
I like creative that lives in the world — not just on a slide. That means keeping a pulse on what people are actually talking about, in group chats, and in niche corners of the internet.
Born in Amsterdam, raised in D.C.
Work Experience.
Creative Writer,
United States Holocaust Museum
May 2024 - September 2025
Copy Creative, Norvell Jefferson
August 2022 - June 2023
Creative Copywriter, TBWA
August 2020 - June 2022
Creative Intern & Jr. Copywriter, &samhoud
February 2020 - August 2020
Visual Specialist, De Bijenkorf
December 2017 - July 2018
Worked as an external creative writer for the United States Holocaust Memorial Museum.
Specific details are under NDA.
As a Creative, I’ve created content for 8+ product and brand campaigns. My main client was Cargill Cocoa & Chocolate, but I also worked for other international B2B brands in the tech (start-up) and health sectors. From content creation to writing brand manifestos and tackling copy, art and strategy directions, I’ve led creative work from onset to completion.
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Concepted, wrote, and produced daily, always-on social for chocolate brand Veliche.
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Led strategy, concepting, pitch deck development, and execution 8+ multi-platform campaigns for global food brand Cargill—serving as both copywriter and art director across all creative.
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Managed and guided team of creatives (animators, illustrators, designers, writers, etc.), ensuring high-quality execution from concept through delivery.
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Pitched NJs ‘True North Method’ to clients and presented creative strategy and concepts, overseeing visual execution to ensure consistency across digital, social, and print.
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Art directed campaign look and feel—from moodboards and layouts to final assets—collaborating closely with designers to bring ideas to life.
Pitched bold, insight-driven ideas that earned client buy-in and delivered impact. -
Managed timelines and budgets to ensure all creative is executed on time and within budget.
I led our team in the digital copywriting for 25+ global Adidas lifestyle apparel and footwear product e-commerce campaigns (copy translated and published in all 160+ Adidas markets).
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Wrote digital copy for 25+ Adidas performance running footwear and lifestyle apparel campaigns. Touch-points: Website and in-app, scripts, CRM, socials, online activations and games (VR/AR), and retail (in-store).
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Concepted strategies, created pitch decks, and wrote copy for 10+ digital activations for the Adidas Runtastic app, reaching around 182 million users.
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Wrote 20+ social posts and reels for adidasrunning Instagram account (3M followers).
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Wrote digital copy for Adidas Adiclub Membership Program, aiming to maintain and attract (new) members (email and in-app copy highlighting Adidas subscription value props).
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Wrote print copy for 6+ Adidas retail campaigns, including for Black Friday and the holiday season.
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I created messaging frameworks, hierarchies and improved copy processes.
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Worked together with Art Directors, Designers, Producers and Account Managers to visualize concepts, create pitch decks for client presentations, and execute on deliverables.
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During my time at TBWA, I also wrote for McDonald’s, T-Mobile, Aion Bank, and Intertrust.
Developed campaign concepts and messaging frameworks for brands like Albert Heijn, Rabobank, and Vodafone/Ziggo. This included ideating campaign concepts and writing copy for socials, app flows (UX/UI), games (eg. playing cards), branding style guides, and promotional PR webpages. I also conducted various market and trend research, created strategies based on data collection, and art directed and pitched presentations for campaign concepts.
Executed and helped plan the creative retail concepts and campaigns for all departments in the store. I brought to life corporate’s creative vision, making sure the visual aspects of the retail store were aligned with the brand guidelines.