JOAN AN BEAUDOIN
Creative Director / Designer
CREATIVE
DIRECTION
MUSEUMKAART WE ARE ALL WORKS OF ART
CONCEPT DEVELOPMENT · CREATIVE DIRECTION · BRAND EXPERIENCE
PLAYGROUND / TWOFIFTYK
Developed at Playground / TWOFIFTYK for Museumkaart, extending We Are All Works of Art into a campaign celebrating uniqueness and self-expression, in collaboration with artist Bas Kosters. Across Amsterdam, vibrant outdoor pieces and custom mirror bus shelters brought the idea into the streets, turning passers-by into part of the artwork. The campaign culminated in a Pride boat and fashion show, bringing art, identity and self-expression together in one moving experience.
Developing ideas and stories into experiences, spaces and visual worlds across brands, culture and art.
LIBRESSE — REFRESH SPOT
CREATIVE STRATEGY & DIRECTION · BRAND EXPERIENCE
PLAYGROUND / TWOFIFTYK
Developed at Playground / TWOFIFTYK for Libresse, based on the insight that 21% of women+ have skipped a festival because of their period. The Refresh Spot turned an overlooked festival necessity into a clean, comfortable and inclusive experience making menstruation visible, supported and easier to talk about.
EUROPEAN FESTIVAL AWARD — BRAND ACTIVATION 2025
GOLD SPONSORRING — ENTERTAINMENT 2025
VISITOR RATING — 9.5/10
INSTAX — UNEXPECTED MOMENTS CONCEPT · CREATIVE DIRECTION · INTERACTIVE BRAND EXPERIENCE
PLAYGROUND / TWOFIFTYK
Developed at Playground / TWOFIFTYK for Instax, translating Unexpected Moments into a festival experience centred around spontaneity and discovery. Four contrasting corners, each with different colours, textures and materials, invited visitors to explore and capture something unexpected turning a spontaneous moment into a physical Instax memory to take home.
ICI PARIS XL – GRWM
CONCEPT DEVELOPMENT · BRAND EXPERIENCE
PLAYGROUND / TWOFIFTYK
Developed at Playground / TWOFIFTYK for ICI PARIS XL, with the ambition to make the brand more relevant and present within a younger generation. Building on the Get Ready With Me phenomenon, the GRWM House turned the familiar ritual of getting ready together with friends into a physical festival experience, inspired by the nostalgia of classic beauty advertising.
Concept development with Roos Lust & Eva Wesselink · Social strategy by Irina Ruijmgaart
WILL&TATE – CITYSTAY
CONCEPT · CREATIVE DIRECTION · BRAND & SPATIAL DESIGN
Developed the creative concept and identity for Will & Tate Citystay, built around two contrasting personalities: Will, the thinker, and Tate, the doer. The concept shaped the brand identity, communication and spatial design of the hotel and hostel.
NIKE – 50 YEARS
CONCEPT · ART DIRECTION · SPATIAL DESIGN
Developed the concept and visual direction for Nike’s 50th anniversary at its European Headquarters. A timeline of 50 sections, each featuring the footprint of a shoe released that year, transformed five decades of Nike footwear into a large-scale spatial artwork, designed and hand-painted on-site.
OUR HOUSE – WORSHIP THE BEAT
CONCEPT · ART DIRECTION · INSTALLATION
Developed Worship The Beat for Our House, an immersive museum dedicated to electronic music culture in Amsterdam. Inspired by the ritualistic role of music and nightlife, the concept took shape as an altar to the beat: a layered acrylic and light installation welcoming visitors into the museum.
STEVIG AMSTERDAM
CREATIVE DIRECTION · INTERIOR & BRAND DESIGN
Developed the creative concept and identity for Stevig, a restaurant in Amsterdam where food, performance and art came together. The concept divided the experience into three distinct worlds: The Artist, The Performance and The Chef’s Table shaping both the brand and interior.
FLORIWORLD
CONCEPT · SPATIAL & INTERACTIVE DESIGN
Tourists only come to Aalsmeer in bloom season, which leaves most of the year empty. The concept moved the reason to visit indoors: eight photo moments in a single room: from mural to gateway to strung flowers each a different way to be photographed in the flowers, all year round.
SCOTCH & SODA
ART DIRECTION · SPATIAL BRAND EXPERIENCE
Developed a series of spatial brand takeovers for Scotch & Soda, including six London buses and an Amsterdam tram during Amsterdam Light Festival. The takeovers transformed everyday public transport into moving expressions of the brand.
PLEUR OP BLOEMEN
FOUNDER · CONCEPT · CREATIVE DIRECTION
Developed Pleur Op Bloemen together with Tosti Creative as an anti-Valentine’s flower service for sending wilted flowers to a (future) ex. One central idea shaped the name, service, webshop, visual identity and tone of voice, ultimately generating national earned media.
SCOTCH & SODA — THE KEEPER
ART DIRECTION · CAMPAIGN
Creative direction and art direction for The Keeper, a Scotch & Soda denim campaign celebrating a fit designed for different body shapes. The campaign brought together women of different ages, shapes and styles across photography and film.
QUEEN B
FOUNDER · CREATIVE DIRECTION · FASHION DESIGN
Developed Queen B, an independent fashion label launched around Queen Beatrix’s abdication in 2013. Her iconic silhouette became the visual centre of the collection, gaining national and international media attention and leading to sales through de Bijenkorf and online.
DUTCH MASTERS PAPER CATALOGUE
ART DIRECTION · GRAPHIC DESIGN
Developed the art direction and design for Dutch Masters, a tactile paper catalogue for Ten Herkel. The editorial concept explored the possibilities of paper, print and production through material and graphic experimentation.