... hosted a contest that asked participants to design an advertising poster for the Belgian beer brand. For me, it was an inspiring brief, because it had practically no restrictions whatsoever and unleashed my creative energy.

When I started working on this project I had just begun to do more lettering and I really wanted to blend single letters and illustrative elements. I immediately outlined a lot of what I think is characteristic of New York (I skipped the ‘apple’ though, thank you very much): The Statue of Liberty, hot dogs, basketball, roller skates, donuts, of course, and various other things. I threw ‘beards’ in the mix as well, just because I could.

It was challenging but also super fun to find ways to use the letters as arms which would then ‘perform’ what I perceived to be typical activities of New York residents.