Type-logo reading 'Andrew Watson' over a blue ink-splash background.

AMSTERDAM-BASED, HANDS-ON CREATIVE DIRECTOR WITH A BACKGROUND IN DESIGN AND ART DIRECTION. AVAILABLE FOR FREELANCE PROJECTS AND CONSULTATION.

DISPATCHES

UBER

DRIVE ME HOME

Uber’s creative studio was recently noiminated ‘Best Internal Agency’ and I can verify that. Over many hot summer weeks we thought about the chillier Christmas season and how to show up - as a brand that ALWAYS shows up, no matter what.

Taxi cab driving at night

WIEDEN + KENNEDY AMSTERDAM

CHOO CHOO

A fun brief with my friends at W+K Amsterdam and their client, UK booking platform: Train Line. The task was to figure out how to make the most of the busiest day for train travel in the UK (the last friday before Christmas, in case you were wondering). We developed a really fun and meaningful way of claiming the day and giving Trainline a super high-vis annual ‘moment’.

A person with glasses smiling peeks out from behind a train window, with railway tracks and trees in the background.
Close-up of a person's partially squinting eye and a pulsing vein on their temple
Bright yellow-green highlighting

72&SUNNY AMSTERDAM

PITCH WIN!

In December, together with the stellar team at 72 & Sunny Amsterdam, we snagged a brace of new business wins.  One was for leading online gaming company, MIDNITE. can’t wait to see how it turns out. Spoiler: it may feature gnarly throbbing body parts. 

Three Foot Locker shoe-shaped pins in gold, silver, and bronze colors placed on a black and beige striped background.
Black background with red paint splatter in various sizes

72&SUNNY AMSTERDAM

PITCH WIN!

In parallel with the Midnite pitch we helped score a massive scoop by bringing in the FOOT LOCKER EMEA business with an idea that really I can’t wait to see brought to life. Fun times at 72 & Sunny - lots of exciting stuff happening there. 

ACE of HEARTS logo, repeated multiple times on a white background.
Bright neon yellow background with small black text that is difficult to read.

ACE OF HEARTS

HOT HOT HOT

At the start of June, I got the chance to help out a creative agency in London that was so new it didn’t have a name yet. In a whirlwind two months, we pitched three pieces of new business, produced work for one of the UK’s most loved brands. And they picked a name.

A person wearing a black coat with a cat's head replacing their head, against a gray background.
Light blue paint splatters on black background.

WIEDEN + KENNEDY AMSTERDAM

BIG BANG

A campaign starring one of the world’s wealthiest animals. That’s what we created to celebrate the 20th Anniversary of Hublot’s most iconic watch, the Big Bang. Featuring Choupette (the late Karl Largerfeld’s cat), we introduced LVMH’s enfant terrible of the luxury watch world, to the world of TikTok and Instagram.

WIEDEN + KENNEDY AMSTERDAM

THIS IS LIVING

For me, Corona is a beer you can taste without drinking. It’s the ocean, beaches and summer. So it was a pleasure to join the team at W+K Amsterdam in the midst of a Dutch winter to develop a platform that celebrates the brand’s 100 year anniversary. The work became an integrated campaign featuring this film by Daniel Wolfe.

A woman lying on a rock surface, wearing a bikini, with her face obscured and her body partially visible from the chest down.
Black background with pink and red dispersed dots of varying sizes.

DDB BERLIN

VW

I was invited by DDB Berlin to join a team of senior creatives from all over the world, to redefine the Volkswagen brand. Platform building for a beloved but troubled brand, during a precarious time for the German automotive industry was a hefty challenge but a fun one. Vroom vrooom!

Close-up of a Volkswagen logo on the car's front grille.

WIEDEN + KENNEDY AMSTERDAM

LOST FILE DILEMMA

No more searching for lost files! With the AI-powered Galaxy Book4 Edge, just ask and it will find. A film seasoned with a dash of Severance and a sprinkle of Twin Peaks, bringing to life an everyday nightmare and one of Samsung’s newest AI features. Made with W+K Ams. Watch here.

A young woman with braided hair and dark clothing looking up with a surprised or shocked expression on her face.

older dispatches >

I’D PROBABLY

LOVE TO
WORK WITH

YOU

If you think you might probably love to work with me too, get in touch!

watsonamac@gmail.com
+31 629 17 66 18