Creative experiential agency WINK Worldwide has announced the addition of four internationally recognized creative directors: Tom Årendas, Yifei Chai, Brigitte Hendrix, and Henrique Louzada. Each brings a distinct creative vision and cross-sector expertise at a time when the Amsterdam and NYC-based agency is expanding to meet surging demand for experience marketing – a sector set for exponential growth in 2026.
With a client roster that includes AB InBev, The North Face, Corona, and Moët Hennessy, WINK is known for crafting evocative, real-life experiences for leading brands, as well as building awe-inspiring activations around major cultural moments like the Olympic Games and FIFA. Earlier this year, the agency masterminded Lady Gaga’s record-breaking free concert in Rio de Janeiro for long-time client Corona.
Tom Årendas
Tom is a creative force in the luxury world, a seasoned leader whose work spans Experiential Marketing at the highest level. He has led campaigns as Creative Director and Chief Creative Officer across London, NYC, LA, Miami, and the Middle East, shaping experiences at iconic fashion, luxury, and art events – as well as the Olympics, World Cup, and Super Bowl. With roots across luxury, tech, and automotive, Tom is renowned for crafting bold, boundary-blurring work for brands like Moët Hennessy, Lamborghini, Dior, Lululemon, Bentley, L’Oréal, LVMH, Bloomberg, Porsche, Jaguar Land Rover, and Rolls-Royce. He elevates brands by fusing physical, digital, and virtual worlds into seamless, unforgettable experiences.
Yifei Chai
Yifei is an innovation expert celebrated for blending technology with emotional intelligence to create unforgettable, human-centered experiences. A professionally curious ‘emotional alchemist,’ he gives technology a human edge, turning creative ambition into transformative work. With deep roots in innovation, tech, and product design – and a double Master’s from London’s Royal College of Art and Imperial College – Yifei’s focus is on marrying creativity with technological advancement. He spent 11 years at UNIT9, one of the world’s leading innovation production studios, where he served as Executive Creative Director, leading multiple teams on global brands. In 2023, he was named the 4th most awarded ECD by D&AD, and his work has earned 18 Cannes Lions, 11 D&AD Pencils, and 33 FWAs. Having lived and worked extensively in Beijing and Shanghai, he also brings deep insight into the China market.
Brigitte Hendrix
Brigitte has a storied career spanning creative direction, design, art, and fashion, and is celebrated for her multidisciplinary approach and extensive experience in event and interior design. As a painter and former co-founder of cult fashion house And Beyond, she brings a razor-sharp eye for style and art direction. At And Beyond, Brigitte and her creative partner Jolanda van den Broek, created experimental, multidisciplinary fashion projects. Over the years, she has collaborated with leading fashion, design, and editorial brands, designed costumes for the Berlin Opera House, and helped transform a disused factory into one of the Netherlands’ most avant-garde art galleries and cultural hubs. Now at WINK, she serves as one of the creative directors leading the Corona account and recently helped mastermind Lady Gaga’s record-breaking free concert in Rio de Janeiro.
Henrique Louzada
Henrique is a multilingual creative talent from Brazil with an extensive background in copywriting and concept development. His craft-driven work spans PR, film, digital, and social, with integrated campaigns consistently rooted in connecting human truths to brand narratives. Before joining WINK, Henrique worked with some of the world’s leading creative agencies and brands, including Netflix, GUT, Droga5, MullenLowe, VML, and most recently Ogilvy Amsterdam. He has earned a reputation for authentic, socially resonant storytelling, most notably through his Cannes Lion-winning campaign for Brazil’s first indigenous football club, Gavião Kyikatêjê. The project spotlighted prejudice against indigenous culture and sparked national and international conversations about representation and inclusion.
David de Bruijn, Chief Creative Officer at WINK Worldwide, says:
“The fact that these extraordinary talents are stepping into experiential says everything about where creativity is heading. Ours is a discipline that thrives on diverse crafts from innovation design to fashion, storytelling to tech – and these four bring it all. What unites them is the belief that experiential is today’s most powerful canvas, built to make people feel alive and to help brands move beyond attention into real connection.”
WINK is an independent global creative experiential agency with offices in New York, and headquartered in Amsterdam, operating since 1997. Across live experience, content and merch-based disciplines the company designs and delivers emotion-evoking moments that focus on building lasting relationships between brands and people, and connecting them to culture.
