As a photographer and cultural initiator based in Amsterdam, I apply a journalistic lens to dissect ambiguous geopolitical realities and invisible ecosystems of power to reclaim agency over specific narratives.

In a commercial role as creative director, 
I build brands, products and experiences that create global cultural impact.

As a photographer and cultural initiator based in Amsterdam, I apply a journalistic lens to dissect ambiguous geopolitical realities and invisible ecosystems of power to reclaim agency over specific narratives.

In a commercial role as creative director, I build brands, products and experiences that create global cultural impact.

Experience

2017 — 2026

Personal work mentions

Group exhibit - The Bubble Factory, Amsterdam (2025)

World Refugee Day 'Without Guilt', Creators Club, Amsterdam (2024)

LBBO (2024)

Personal invitation to House of Representatives by Rob Jetten (2021)

Het Parool - frontpage (2021)

Reformatorisch Dagblad (2021)

NH-Nieuws (2020)

Westkrant (2020)

Group exhibit - Greenpoint Gallery, NYC (2020)

Group exhibit - De Huiscontainer, Rotterdam (2019)

Commercial work mentions

Webby's: 2026 Winner AI Customer Experience, Nominated (2x)
AARON Awards: Nominated
The Drum Awards: Best use of tech & AI

UK Festival Awards: 2025 Tech innovation of the year

One Show: Gold Pencil, Bronze Pencil, Merit, Merit

Art Directors Club: Silver Cube, Bronze Cube

Clio: Sports shortlist

The Andy Awards: Gold

New York Festivals: Silver, 4x Bronze, 2x Finalist

ADCN: 2x Shortlist
FWA: SOTD

Awwwards: SOTD

Eurobest: Represented The NL through Monks

Young Dogs: Gold

WDKA: Best Graduate, recipient of Commercial Threshold Award

Ranked #4 creative student worldwide by The One Show

Agency

Monks [Amsterdam, NL]

Associate Creative Director

Senior Creative

Medior Creative

Junior Creative

2025 - Now

2023 - 2025

2022 - 2023

2021 - 2022

Monks [Amsterdam, NL]

Associate Creative Director

Senior Creative

Medior Creative

Junior Creative

x

2025 - Now

2023 - 2025

2022 - 2023

2021 - 2022

JOPPE SOONS ©2026

ALL RIGHTS RESERVED

JOPPE SOONS ©2026

ALL RIGHTS RESERVED

JOPPE SOONS ©2026

ALL RIGHTS RESERVED