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Lieve Jansen.

Creative Lead & Copywriter

Greetings!

I’m a creative lead and copywriter with 5+ years of experience building 360 campaigns, brand platforms, and digital stories that stick. From shaping global, award-winning work for adidas to launching Gen Z-first social content for a national museum, I thrive at the intersection of bold ideas and sharp strategy — across lifestyle, fashion, beauty, B2B, 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.

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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.

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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, in niche corners of the internet, and sometimes… in Gilmore Girls reruns.

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Born in Amsterdam, raised in D.C.

Work Experience.

Creative Writer and Editor,
United States Holocaust Museum

May 2024 - Present

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Copy Creative, Norvell Jefferson

August 2022 - June 2023

Creative Copywriter, TBWA

August 2020 - June 2022

Jr. Copy Creative, &samhoud

February 2020 - August 2020

Visual Specialist, De Bijenkorf

December 2017 - July 2018

Recruited as external creative consultant to launch and lead a new teen-focused, social-first initiative targeting Gen Z (ages 13–17).

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  • Developed and executed creative strategy, establishing teen-first social frameworks and developing new brand voice and visual language.

  • Concepted, wrote, and produced weekly short-form video content across TikTok, Instagram, and YouTube.

  • Directed creative from ideation to execution, ensuring content resonated with Gen Z audiences while aligning with the museum’s mission.

  • Collaborated with and guided external ad agencies to develop animated video content, ensuring alignment with creative strategy and brand voice.

  • Results: Drove 36M+ impressions, 34M+ engagements, and 32M+ video views across platforms.

As a Creative, I’ve ideated and wrote 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 writing brand manifestos to tackling product copy, art and strategy directions, I’ve led creative work from onset to completion.

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  • Wrote/led copy for over 8 campaigns for all touch-points: brand manifestos, film scripts, app (UX/UI), socials, email, website, and print (booklets, brochures and posters).

  • Simplified complex matters (e.g. renewable chemistry) into inspiring and easily digestible content.

  • Led 4+ product launches, including ideating concepts and writing all product copy: product names, PDP/LP website, socials, brochures, email, etc.

  • Directed the creative strategy for 4+ product and brand campaigns. Strategic work included researching and defining market positioning, VPs, USPs, competitor analysis, etc. Designed and led 3+ client-facing strategy workshops to gain insights and data into the brand and product.

  • Led the creative direction for all campaigns, translating strategies into visual and messaging directions. I pitched concepts to clients/stakeholders, wrote all copy and art directed visual directions. This included managing and leading 2 to 3 other creatives (designers, illustrators, animators, etc.).

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).

 

  • 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).

  • Concepted strategies, created pitch decks, and wrote copy for 10+ digital activations for the Adidas Runtastic app, reaching around 182 million users.

  • Wrote 20+ social posts and reels for adidasrunning Instagram account (3M followers).

  • 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).

  • Wrote print copy for 6+ Adidas retail campaigns, including for Black Friday and the holiday season. 

  • I created messaging frameworks, hierarchies and improved copy processes.

  • Worked together with Art Directors, Designers, Producers and Account Managers to visualize concepts, create pitch decks for client presentations, and execute on deliverables.

  • 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.

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