A society in which brands communicate honestly

Sincere Art Director Jeroen Icks walks on the thin line in-between the commercial & social advertising fields. He brings those fields together in his own authentic practice. A practice based on sincerely questioning the status quo. His recognizable approach brings advertising back to its core.

Biography

Jeroen started his career in 2016 during his studies product-, spatial- and media design. He launched his own commercial graphic design studio at the age of 17. His studio transformed in 2020 during the first year of his bachelor study Advertising & Beyond towards a humanistic advertising agency for people who don’t like advertising.

In 2021 he felt the need to leave the advertising industry because of its, in his eyes, unhuman capitalistic drive. The book 'Less is More' by economic anthropologist Jason Hickel created the urge to invest his energy in the first instance in nature by becoming a forester.

Instead of closing his eyes for the unhealthy and inhuman appearance he noticed within the advertising world he decided to put his hands on bringing advertising back to its core:

A society in which brands communicate honestly with consumers.

'Advertising should be a theatre play. A discipline where poetry, philosophy, acting, design, music and geography come together as one masterpiece. One story that reflects reality, loss or desire and sincerely interacts with its audience.’