About me :)

References

“Luke brought a level of thoughtfulness and intellect to the work that our agency was missing, and made all our lives personally more enriching through the experience. Whether it's uncovering that one night stands are more optimistic than dating apps, or that cultural symbiosis is thriving in the world, the nuggets of insights he uncovered during his time here will stick with me. And he made me a better strategist because of it.” Armando Potter, 72&Sunny Amsterdam, Head of Strategy.

“I had the pleasure of working with Luke while I was at MIT Press. He demonstrated exceptional professionalism and creativity. Luke managed the entire process, from scriptwriting and storyboarding to coordinating filming with authors and utilizing various video sources. His expertise was invaluable and these videos were an essential component of our marketing campaign and have been viewed many hundreds of thousands of times over. I wholeheartedly endorse Luke for any production or content creation projects.” Jessica Pellien, former Director of Marketing & Communications at MIT Press.

“If you're looking for a great strategist, get in touch with Luke. What stood out about Luke is his ability to tell a story through his strategy. It's an under-appreciated skill but being able to take someone on a journey with your research is key to any great strategist. I’m looking forward to seeing his great work in the future!” Julian Cole, BBDO, former Head of Communications Planning

About me: 

Hi! I’m Luke (he/they). I’m a freelancer strategist, researcher and personal trainer based in Amsterdam and I’m open for work.

My favourite why questions: Why are people really feeling the way they’re feeling and are they comfortable with those feelings? Why are we communicating in the way we’re communicating? Why aren’t we addressing their needs better?

My favourite how questions: How can we reflect the beautiful messiness and crunchy hypocrisies of human existence? How can we situate ourselves in history, look forward to the future, and tell a longer story? How can we centre the body - its goosebumps and butterflies - as much as thoughts and ideas?

My favourite what questions: What output can best pair creativity with strategy in a seamless way? What killer question in an interview will unlock the world we’re trying to build? What

My services include:

  • Category & Culture Research - social listening, academic deep-dives, brand white space analysis.

  • Qualitative Research - in-depth interviews (everything from 3-hr in-home ethnographies to 30 min consumer calls), focus groups, facilitated discussions.

  • Quantitative Research - surveys (writing, launching, running), data analysis and data visualisation, GWI deep-dives.

  • Writing - fiction and non-fiction, long and short, fun and serious, academic and advertising.

  • Photography, Audio & Videography - both stand-alone projects and in service of spotlighting research.

As a freelance strategist, I’ve worked with award-winning agencies like 72&Sunny and Preacher Amsterdam, on both client projects (Zurich, e.l.f., Lingo, TikTok) and numerous pitches, as well as a number of special projects: Mokumgevoel and The Optimism Project for 72&S, and The New Preachers for Preacher.

I’ve also done strategy consultancy a number of non-profit organisations: Treesistance, Surveillance Resistance Lab, Apart of Me, and others.

Before that, I had a background in documentary filmmaking, podcast and event production, photography, and writing. I’ve worked with the landscape restoration charity Amnesty International, Commonland, the Hayward Gallery, MIT Press, Chios Emergency Refugee Response, to name just a few.

I hold an MA in Film and Media from the University of Amsterdam (cum laude honours) and a BA in History from the University of Cambridge (Double First with distinction).

Please contact me if you have any queries or projects you would like me to photograph or film. Otherwise, I hope you have a lovely day x