’t Lammetje wanted to grow beyond a single identity and become one of the most recognizable nightlife brands in Amsterdam. Our goal was to bring consistency, visibility, and relevance to the club’s content—and make it impossible to miss in the local scene. We set out to shift perception through bold, original content and own the attention of the city’s nightlife audience.

We introduced a street interview format outside the club—something no venue had done consistently before. It allowed us to showcase nightlife energy, reach a younger Dutch audience, and shape culture through chaotic, unfiltered moments. We casted the perfect host, crafted a bold tone of voice, and created a visual language that made ’t Lammetje instantly recognizable on social media.

The interviews quickly went viral and became a blueprint. Videos regularly passed 1M+ views, and the format was widely copied across the nightlife industry. We scaled production weekly, brought in extra creators, and doubled down on what made it work: unfiltered chaos, honesty, and good casting. Over time, the club’s image shifted entirely—and ’t Lammetje became known for its content just as much as its parties.

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We created the format, content direction, casting, and execution from scratch. On top of the street interviews, we handled all day-to-day social media, content creation, and trend-driven activations. The results: 100M+ views, thousands of new followers, and a cultural shift across Amsterdam nightlife. We didn’t follow the scene—we became the format that others followed.

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