W+K AMSTERDAM´S ZEYNEP ORBAY ON CREATIVE INSTINCTS & STORIES
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What happens when you mix fearless storytelling with pure creative instinct? Zeynep Orbay, Creative Director at W+K Amsterdam, knows. In this interview, she talks about leading global campaigns for Nike and Hennessy, embracing creative blocks, and why the best ideas start with a gut feeling. A conversation about truth, culture shifts, and making work that actually moves people.
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What is your earliest memory of being creative, and how did that shape your path to becoming a designer?
I remember I was three years old, and for some reason, I decided my mom’s wardrobe needed a little art direction. So I grabbed her white nail polish and painted a snail on the wooden door. Shockingly, she loved it. It stayed there for years — probably my first and longest-running piece of outdoor work. All these years later, I still think the best ideas come from instinct and play. Follow the impulse and see where it leads.
When did you realize that design and storytelling weren’t just a passion but something you wanted to pursue as a career?
I always imagined myself becoming an architect. But my high school grades weren’t great — definitely not enough for the schools I had in mind. So I pivoted to design. And to be honest, it clicked almost immediately. I was finally doing something I enjoyed and was actually good at. That’s when it stopped being a backup plan and started feeling like the right path.
At W+K Amsterdam, what does your creative flow typically look like when working on huge campaigns for global brands like Hennessy or Nike?
I wish there was a clear formula, but honestly, it changes every time. Sometimes the idea comes fast; sometimes you’re circling it for weeks. Big campaigns have so many moving parts, so the process is rarely linear.
But one thing stays the same: we always start with the truth — the truth of the brand, the moment, the audience. And from there, we build something that feels bold, clear, and human.
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You kicked off 2025 with a powerful campaign, “Sabalenka vs Everything.” As the Creative Director leading this project at W+K Amsterdam, what was your inspiration behind it? And reflecting on 2024, which project that you directed are you most proud of, and why?
With a serve that hits 214 km/h, Aryna Sabalenka is basically unstoppable. In the lead-up to her title defense in Melbourne, we wanted to show just how powerful she really is. So we made a film that matched that energy. Set to Bang Bang by Nancy Sinatra, it was bold, fast, a little cheeky — and all her. I’ve dreamt about working on Nike since I was 20, so helping tell stories like this, about strong and brilliant athletes, still feels surreal. That said, if I look back at 2024, the Hennessy US campaign is the one that really stayed with me. Made for More was all about changing how people see the brand, showing its unexpected versatility, and bringing in new energy. We launched it with Teyana Taylor and Damson Idris, directed by Andreas Nilsson and photographed by Micaiah Carter. It also introduced a refreshed brand identity — one that respects Hennessy’s history but feels lighter, more vibrant, and more in step with the people who are drinking it today.
Storytelling plays a big role in W+K Amsterdam’s work. How do you develop a narrative that feels authentic and emotionally resonant for the target audience, especially in a campaign with global reach?
We always begin by listening. You can’t tell a true story if you don’t know who you’re talking to. At W+K, we’re a melting pot of over 30 different nationalities. That mix of perspectives helps us keep the work honest and grounded. And the most powerful stories usually come from something specific. If it moves one person, it can move many.
Which current trends in advertising do you find most exciting, and how do you incorporate them into your projects?
I try not to chase trends too much, but I do pay attention to shifts in culture. One thing I love right now is how some brands are becoming more human — less polished, more honest. There’s also something exciting about blurring the lines between content, design, and entertainment. The best work today doesn’t feel like an ad; it feels like something you’d want to spend time with.
When we spot a shift that actually makes sense for the brand, we lean into it. But the core idea still has to be solid. No trend can save a weak idea.
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In a world of fast-moving trends and ever-changing platforms, how do you stay relevant and inspired as a Creative Director?
I’ve stopped trying to chase every trend on my own. You can only keep up for so long. Instead, I try to make space for others to bring what they’re curious about into the work — especially the younger voices. They often spot what’s next before it even has a name. For me, staying inspired is more about listening than knowing. That shift in mindset has been a game changer.
Do you ever experience creative blocks, and how do you work through them? What advice would you give to young creatives starting out in the industry?
I don’t think there’s ever been a time in the past 20 years when I didn’t feel stuck at some point. I used to think it would get easier with experience, but honestly, it’s just part of the job. At some point, I made peace with that. Creative blocks aren’t a sign that something’s wrong — they’re just part of the process. You keep showing up, keep trying, and something eventually cracks open. For young creatives, I’d say: don’t panic when it feels hard. That feeling never really goes away. But your ability to sit with it and keep going — that’s what grows over time.
Social impact is increasingly important in today’s advertising landscape. How have you integrated these values into recent campaigns, and what kind of impact do you hope they’ll have on society?
For me, social impact only works when it’s real. If a brand has something meaningful to say, and the credibility to say it, then it can actually move people.
I’ve been lucky to work on campaigns that reflect causes I genuinely care about — a project on media censorship in Turkey, a pro-bono initiative around LGBTQIA+ rights, a film on the freedom of Turkish women, and a Nike campaign that aimed to inspire women across the Middle East. Each one tried to challenge something, shift something, or make someone feel seen. And if even a small part of that sticks, then it’s worth it.
You’re a mom to a nine-year-old while working in one of the most dynamic industries in the world. What values do you hope to pass on to your child, especially regarding creativity and self-expression?
I hope he finds something that makes him happy, and that he feels good doing. That’s really it. I want him to stay curious, trust his own voice, and know that there’s no one right way to create. If he enjoys the process, the rest will follow.
