Daan van Luijn. Creative Director. Brand and Growth.

{00} Introduction Daan van Luijn · Creative Director · New York Studio van Luijn

Creative director with 12 years leading teams and directing 360 brand, advertising, and creative work, across out-of-home, social, retail, and emerging channels.

As Head of Creative at Global Outdoor Media, one of Europe’s largest out-of-home companies, I concepted and led campaigns for brands like Netflix, Carolina Herrera, and Canva, and built new revenue streams adding £4M a year in incremental revenue.

Earlier I led luxury and beauty creative inside Meta’s Creative Shop and directed The Weeknd’s first multi-city phygital launch at Amazon. I also co-founded HEIGS, a Swiss brand I built.

{01} Pillar Brand Marketing

Director Daan van Luijn

Base New York · 2026

Scope Brand · Growth · Founder

Clients Netflix · Farfetch · Weeknd · Amazon

Index →

Brand Marketing

{ Strategy }{ Identity }{ Campaigns }{ OOH }{ Experiential }{ Packaging }{ 360 }

Creative direction across brand and growth. 12 years leading teams and directing work for Netflix, Farfetch, The Weeknd, Amazon, Chanel, Prada, Disney, and Coca-Cola.

Most recently Head of Creative at Global Outdoor, leading a team of 10+ across brand campaigns, GTM strategy, and immersive advertising in 10 countries. Founder of HEIGS, a Swiss made-to-order luxury label. Press in British Vogue, Financial Times, and Monocle.

HEIGS

A Swiss leather label built from zero, stocked across twenty-two countries.

FOUNDER BRAND

Year 2022 — present

Client Studio van Luijn

Role Co-founder and creative director. End to end.

Scope Brand strategy · Creative direction · Product · E-commerce · Press

Outcome Stocked in 22 countries. Press in British Vogue, Financial Times, Monocle, and Madame Figaro.

Chanel Chance

A fragrance world translated into a London takeover.

CHANEL × GLOBAL OUTDOOR

Year 2024

Client Chanel

Role Head of Creative at Global Outdoor. Led the team that delivered the experiential and OOH rollout across London.

Scope Experiential · OOH · Creative direction

Outcome Covered in WWD. Multi-site London activation around the Chance drop.

J.Crew

Creator-led marketing for the US Ski & Snowboard Alpine collection.

J.CREW · CONSULTANT

Year 2026

Client J.Crew

Role Creative consultant. Led creator strategy and campaign direction for the Alpine collection.

Scope Creator strategy · Campaign direction

Prada Candy

Prada’s first digital creator, built to speak directly to Gen Z.

META × PRADA

Year 2021 — 2022

Client Prada × L’Oréal

Role Creative Strategist, Meta Creative Shop. Devised the campaign strategy around a virtual muse — Prada’s first digital creator — in partnership with L’Oréal.

Scope Virtual muse concept · Mixed reality · Snapchat · TikTok

Outcome +40% in Prada Candy sales, surpassing the feminine fragrance market’s growth.

Burberry Superbloom

Heritage storytelling, translated into a performance system that moves.

META × BURBERRY

Year 2021

Client Burberry

Role Creative Strategist, Meta Creative Shop. Directed the strategy and adaptation into short-form formats laddering up to global brand narrative.

Scope DOOH · AR · Paid media · Retail

Outcome 62% lift in brand favourability. High engagement across retail-aligned placements.

Farfetch Beauty

A beauty category launched by fifty creators and one point of view.

META × FARFETCH

Year 2021 — 2022

Client Farfetch

Role Creative Strategist, Meta Creative Shop. Directed creative narrative and content formats across 50+ global creators, bridging performance and brand.

Scope Creator strategy · IG Shopping · Reels · AR/VR · CRM

Outcome 204M organic impressions. +28% engagement lift. Cornell “Future of Retail” white paper.

The Weeknd × Amazon

A phygital album launch across four cities on one night.

AMAZON · DAWN FM

Year 2021

Client Amazon · The Weeknd

Role Strategy Director, Amazon. Owned the campaign point of view and creative direction across Music, Prime, and partner channels.

Scope Campaign POV · Experiential · Streaming · Merch

Outcome 118M+ viewers. +21% Prime Music subs among Gen Z. Merch sold out in under 24 hours.

Release Co

Sweden’s first vitamin-therapy clinic, positioned as a modern authority.

STUDIO VAN LUIJN

Year 2024

Client Release Co

Role Brand strategy and creative direction end to end. Built the visual system, ran the shoots, directed the photography, shaped the paid strategy.

Scope Brand strategy · Identity · Photography · Paid social

Outcome Featured in Vogue. Scaled across multiple locations.

byDefault

A founder-couple rebrand, built from stakeholder interviews up.

STUDIO VAN LUIJN

Year 2026

Client Syeda & Erlen

Role Brand strategy and naming for the founder couple behind byDefault. Conducted stakeholder interviews and ran naming workshops.

Scope Brand strategy · Naming · Stakeholder research

Selected Brands

Burberry · Balenciaga · Chanel · Fendi · Maceoo · Prada · Rimowa · Coca-Cola · Disney · Netflix · Paramount · Christie's · Vogue Scandinavia · The Weeknd · HEIGS · Mott & Bow · Perfect White Tee · Hevron · Nom Originals