JulesCreativeStrategies

Hi, I’m Jules Cornelis, a creative strategist from Noord-Brabant.

I find the human truth that makes an idea work.

I dig into customers, reviews and competitors to find what really drives people to buy. Then I turn that into sharp angles, hooks and briefs for ads that feel like they were written for one person.

See my work Get in touch
Available for new projects
What makes an ad work

The five parts every ad I plan is built on.

  1. InsightWhat people really feel
  2. TensionThe problem the brand can solve
  3. IdeaOne idea that’s simple to say
  4. ExecutionBring it to life where people are
  5. ActionMake the next step obvious
Leende, Noord-Brabant

Strategy that starts with the customer.

I’m Jules, a 21-year-old creative strategist from Leende, just outside Eindhoven. I help e-commerce brands understand who they’re really talking to.

Most ads fail because they talk to everyone. I start with people instead: the words they use in reviews, what they’ve already tried, and the objections that stop them from buying. From there I build customer avatars, angles and hooks that make the right person think “that’s exactly me”, and a brief that gives the creative team something real to work with.

Name
Jules Cornelis
Age
21
Based in
Leende, Noord-Brabant
Role
Creative strategist
Focus
E-commerce and paid social
Work area
Eindhoven region, hybrid or remote

Work and approach

A research case study and the frameworks I use on every project. Open one to see the thinking behind it.

What I can help with

The parts of creative strategy I focus on.

Understand

Getting to know the audience before anything else.

Customer and review research

Mining reviews, comments and FAQs to learn how buyers really talk about a product and its problems.

Competitor research

Offers, claims, ads and bad reviews of competitors, to find where your brand can win.

Define

Turning research into direction.

Desire-based avatars

Customer profiles built on what people want and fear, not just age and gender.

Angles and creative briefs

Clear angles per avatar, written into briefs that point the creative team in one direction.

Create

Shaping ideas people want to watch.

Hooks, headlines and copy

Hook and headline banks written in the customer’s own words.

Ad concepts and formats

Choosing the right format for each angle, from UGC to voiceover with B-roll.

Ways to work together

Three ways to start, each tailored to your brand.

Customer research and avatars

For brands that want to know who they’re really selling to.

  • Review and competitor research
  • One to three desire-based avatars
  • Objections, questions and buyer language
  • A complete research document

Angle and hook sprint

For brands whose ads have stopped working, or never really did.

  • New angles per avatar
  • A bank of hooks, headlines and CTAs
  • A creative brief per angle
  • Format advice per concept

Ongoing creative strategy

For brands that test ads every month and want a strategist on the team.

  • Monthly test plans
  • New angles and briefs
  • Results reviews with your team
  • Direct contact by email or call

How I work

The same six steps for every project, so the thinking is always easy to follow.

  1. Listen

    Understand the brand, the goal and what success looks like.

  2. Research

    Dive into the audience, the category and the competition.

  3. Insight

    Find the one human truth worth building on.

  4. Brief

    Write a short brief that points the creative team in one direction.

  5. Concept

    Develop ideas with the team and test them against the insight.

  6. Learn

    Look at what worked, what didn’t, and take it into the next one.

Let’s make something people care about.

Want ads that speak to the right customer? Tell me about your brand and product, and let’s find the angle that makes people buy. Dutch or English, both are fine.

Jules@JulesCS.nl
Working from the Eindhoven region and remote