Studio van Luijn
{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, Swiss made-to-order luxury bags. Founder brand by Daan van Luijn.

HEIGS

FOUNDER BRAND

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

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.

Global Outdoor

HEAD OF CREATIVE

Repositioning Europe’s largest outdoor canvas as a creative leader.

Year 2024 — 2026

Client Global Outdoor Media

Role Head of Creative, then Executive Global Creative Director. Led a team of 10+ across brand campaigns, 3D anamorphic, AR, and immersive formats.

Scope Team leadership · Brand strategy · 3D anamorphic · DOOH · GTM

Outcome +18% new-client win rate. Brand-lift model built across 4 verticals.

Chanel Chance fragrance London pop-up experiential marketing campaign

Chanel Chance

CHANEL × GLOBAL OUTDOOR

A fragrance world translated into a London takeover.

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 US Ski and Snowboard Alpine collection creator marketing campaign

J.Crew

J.CREW · CONSULTANT

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

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 digital muse campaign. First virtual-creator fragrance campaign for Prada and L’Oréal via Meta Creative Shop.

Prada Candy

META × PRADA

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

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 digital out-of-home campaign with Meta

Burberry Superbloom

META × BURBERRY

Heritage storytelling, translated into a performance system that moves.

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 launch. Creator-first paid media campaign across Meta

Farfetch Beauty

META × FARFETCH

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

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 Dawn FM album launch with Amazon. Global creative campaign

The Weeknd × Amazon

AMAZON · DAWN FM

A phygital album launch across four cities on one night.

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.

Hugo Boss x Russell Athletic Milan runway show. Shoppable social campaign

Hugo Boss × Russell Athletic

META × HUGO BOSS

A runway, rebuilt as a shoppable social event.

Year 2021

Client Hugo Boss

Role Led the strategic positioning and rollout, shifting the runway into a shoppable, sports-inspired social event.

Scope Positioning · IG Live · TikTok · Creator

Outcome +112% brand lift. Significant lift in favourability and online sell-through.

Release Co Stockholm storefront. Sweden’s first vitamin therapy clinic. Brand strategy and creative direction by Studio van Luijn.

Release Co

STUDIO VAN LUIJN

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

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 founder-led rebrand and brand strategy for founder couple Syeda and ErlenLearn more

byDefault

STUDIO VAN LUIJN

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

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

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Over email
daan.vluijn@gmail.com
On the internet
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In person
New York, NY