The heading of this post translates as “I wish I could speak Dutch.”

And I wish I could because I get the sense that there are some good ideas here that I’m not able to understand.

Of the work I do understand, there’s quite a broad range.

There are some brilliant ideas that have been executed well.

And some things that don’t quite live up to the high bar set by the brilliant stuff.

One of the hardest things to do is edit your own portfolio. I struggle with this too.

In this folio the good work is so much better than the less good work, the less good work drags it down.

And potentially confuses a client or CD about what you think is good.

Less is almost always more and I’d rather see fewer things that are all great, than a bunch of stuff that’s mixed.

I really love how Sjoerd explains what made him want to work in advertising – the passion comes through.

Although it would be a good idea to let people know what he does – I’m guessing copywriter, but I shouldn’t have to.

(Update: Sjoerd messaged me that he’s an Art Director. I love when an AD has radio in their folio – it shows that they can think and create ideas that go beyond the visual.)

And even though he didn’t ask me to review it, his joint folio site with his creative partner is one of my all-time faves.

Check it out: sjoerdistan.com.

Thank you for sharing your folio with me!