I believe in existing in the spaces in-between.
The messy, magical middle.
Where ideas take shape, and emotions cut deep.
Where words and images colide and curiosity leads.
Where things don’t always make sense, they just feel...
I believe in making.
Not for the gold stars. Not for the job titles.
But for the hunger of doing it
and the quiet truth you only find when you’re all the way in.
I believe colours carry feelings.
That silence can scream.
I believe in giving a damn. Always.
Even when no one’s watching.
Maybe, especially then....
I believe stories hold power.
They're how we imagine. How we change.
How we get lost in wonder, and find our way back to the truth.
I believe the names you’re given don’t define you.
It’s the ones you choose that matter.
For me, one syllable is enough.
Call me Jo.
20+ years of storytelling experience across film, video production, and advertising. I combine strategic thinking, team leadership, and hands-on creativity to transform chaotic briefs into clear, compelling campaigns. My strength lies in aligning message, medium, and audience into a unified story, whether that’s a high production-value TVC or a zero-budget social spot.
Over the last seven years at HelloFresh, I’ve grown from producing zero-budget content creation to creating 360° campaigns with million-euro budgets. In the last two years, I’ve specialized in visual storytelling rooted in brand strategy, creating systems and structures that empower creative teams to operate at their best.
I lead like a film director: defining clear roles, setting a shared vision, and fostering trust-first collaboration through structured phases. I lead through empathy, structure, and clear strategy, setting a north star, milestones, and objectives while giving teams the freedom to excel. I don’t do the work; I direct it, building a shared vision on a narrative spine and leading with taste, trust, and conviction.
I embrace AI where it adds value, but I believe the human touch: teams, ideas, and stories.
Outside my 9 to 5, I explore the human condition through short films, graphic novels, humanitarian collaborations, and as founder of Crooked Pictures, an animation studio focused on stories with purpose.