Go against the odds

“Sound body, sound mind” campaign developed at LikeFriends Amsterdam (2019). A series focused on resilience, balance and mental strength — using physicality and attitude as visual metaphors for overcoming pressure and expectation.

My role
Art Director / Designer. Worked hands-on across concept and visual development. Researched and curated photographic references, studied poses and body language, and defined styling, framing and composition. Collaborated closely with the photographer, models and styling team to translate intent into strong, expressive imagery.

Problem / opportunity
How to express mental resilience without clichés — avoiding literal or overly inspirational tropes, while keeping the message accessible and human.

Creative thinking
Use the body as language. Strong, slightly off-balance poses, controlled tension and deliberate framing became tools to communicate inner strength and resistance. Photography was treated as attitude rather than documentation — precise, restrained and emotionally loaded.

Outcome / impact
A distinctive visual campaign guidebook that captured the spirit of sound body, sound mind through authenticity and physical expression, reinforcing the message with imagery that felt grounded, modern and quietly defiant.