Bol.com x aH speelgoedgids

How do you turn a toy ad into a world of imagination?

For Albert Heijn’s latest toy collection, featured in bol’s annual Sinterklaas Toy Guide, we wanted to do more than simply showcase the toys.

By placing kids right in the middle of the playsets, we brought their imagination to life, turning everyday toys into little worlds full of possibilities.

From concept to final execution, I was responsible for the creative direction and photoshoot.

Client Albert Heijn
Year 2026
Role Concept, Art Direction
With Copywriter Anouk Alberdingk Thijm, Photographer & Retoucher Rolinda Windhorst, DTP AH Studio