Concepting Archieven - Anneleen Vaes

Short-form content for Bunker Genk

Bunker Genk is a speciality coffee bar in Genk with a unique vibe. Combining craftsmanship, a love for anything local and a celebration of art, I knew I wanted to hone in on those vibes through social videos.

So I collabed with the owner, Dimi, on 4 short-form videos, each focussing on a different aspect of Bunker Genk: from their coworking space and their ice cold drinks to the caffeine intensity and the coziness of a Sunday date at the bar. This project felt like true co-creation, exactly the kind of collab I had in mind when I started freelancing.

Want more of my food and beverage content? Check out the video I made for food bar Bokes By Ine.

28 June 2026

Boerenbond at Nerdland

Let’s face it, when most people think of agriculture, they probably picture an old school farmer manually milking his cows. But the agriculture sector is actually quite innovative. To prove just that, Boerenbond joined the tech and science festival, Nerdland.

For Nerdland I hit the streets to test people’s knowledge about innovation in the farming sector. On top of that, I wrote content and designed the booth for the festival. Finally, I developed a quiz so visitors could put their own knowledge on tech and innovation in agriculture to the test.

21 June 2026

How I use AI in my creation process

The AI slop on my feeds is getting out of hand. And I’m talking about uninspired trash that almost no human touched. Take YouTube for example: recently I was on the hunt for sound effects and the top results were AI generated videos with non-matching SFX on them. 1 word: horrible.

That being said, I’m not against using AI when creating content. The truth is, I’m an avid user of AI myself. The difference? Intention and craft. There is a time and place to use AI, in my opinion. So let me walk you through how I use AI as a tool, not a shortcut in my creation process.

1. Concept visuals

Before AI, I used to spend tons of time in the concepting phase looking for the perfect images to visualize my concepts. Thanks to AI, I cut down on time for that part of the process, which I now spend on refining my concepts even more. A win-win, if you ask me.

Another thing I recently started experimenting with is AI workflows. This allows you to combine multiple AI models together in one. I use it to go from a loose concept to a full-on video storyboard in no time.

2. Text

After writing my copy, I use AI as a proof reader. Having an extra set of eyes on your copy never hurts and the fact that I can now quickly get feedback on basic grammar and spelling is perfect.

3. Photography

In Lightroom, I use the occasional AI feature to enhance my photos, primarily focussing on the AI masking options. I still prefer to do the heavy lifting myself when it comes to editing and color grading my pics, instead of letting AI do the creative work.

On top of that, when a pic isn’t framed ideally, I like to use generative fill in Photoshop to solve that problem.

4. Graphic design

Yes, AI does have its place in the design process, but you need to be strategic about it. The main way I use it, is when a design calls for a more fantastical approach. Like putting a car in a futuristic setting. Generating those types of background in Nano Banana or Midjourney works like a charm.

But whenever a design requires a realistic, human approach, I try to steer clear from AI. Viewers aren’t dumb and can spot AI from a mile away, so this is the perfect example of when you shouldn’t be using it.

5. Videography

I’m definitely still in the learning phase when it comes to videography. And lighting is one area where I still have room to grow. So I use conversational AI like ChatGPT or Gemini as my gaffer, by simply asking how to place my lights to get the end result I’m after. This way I can quickly start shooting, while also learning how to tackle lighting correctly in the future.

6. Editing

When editing in Premiere Pro or After Effects, I use AI to get rid of distracting elements in my video. Meaning generative fill (in Photoshop) if that part of the video isn’t moving, or Runway/Kling when that distracting element is a dynamic part of the video. I apply the same method if the framing of my video isn’t quite there. Or if I don’t have enough footage, I have used Runway or Kling to animate one of the many pictures I did take.

Within Premiere Pro, I also use the voice enhance feature to enhance the dialogues and voiceovers I record for my videos.

And lastly, I’m a big fan of the speech-to-text feature that both Premiere Pro and Capcut have. It makes adding subtitles quite an easy task.

7. Voiceovers

Gone are the days that adding voiceovers to your work is a costly process for which you have to cast actors. I’ve both used HeyGen and ElevenLabs to add voiceovers to my work. Of course, you do need to do some finetuning to get the tone-of-voice just right. But even that part of the process has become so much easier as the tools evolve by the minute.

So yeah, I’m not against using AI in content creation. But I use it to enhance my process, not to replace my creative input. AI allows me to work smarter and faster, but the creative decisions, the concepts and final touches are mine. And that’s exactly what seperates good content from AI slop.

Want more of my creative input? Check out my recent videography adventure in which I filmed a cheesecake disaster.

3 March 2026

Project of the week: baking a horrible cheesecake

This week’s project: filming a cheesecake disaster. 🙈 Yep, the cake was disgusting, but the video turned out pretty decent. Here’s what I learned from my latest videography challenge.

You may or may not know: I’m currently enrolled in a videography course through SyntraPXL. I always wanted to deepen my videography skills, but I’m the type of person that learns faster from experts than on my own. So with some free time on my hands right now, I thought this was the perfect opportunity to start the course I had my eye on since 2020.

@anneleenvaes Ik maakte een cheesecake met een recept van Pinterest en het was (zoals verwacht) too good to be true 🙈 #foodie #foodvideography #cheesecake ♬ origineel geluid – Anneleen Vaes

And in the spirit of continuous learning, I like to challenge myself to a videography project from time to time to directly apply what I learned during the course. That’s exactly how this video came about: it’s a combination of the framing, lighting and editing skills (in Premiere Pro btw) we just learned in the course. Of course, as I’m passionate about food photography/videography, I decided to shoot a recipe. And being the content creator I am, I also tried out some best practices for content and storytelling.

Oh, and I wouldn’t be my perfectionist self if there weren’t things I want to improve upon next time: the first being the white balance. We actually learned about white balance for video after I filmed this. The sound of the VO also isn’t completely up to my standard. On top of that, I’ll film vertically next time. For food, as I like to do a lot of close-ups, I don’t think filming horizontal, when I eventually need it to be vertical, works. But hey, that’s what practice is for. 😉

Want to read more about my projects? Check out my personal rebranding project from this summer.

24 December 2025

My favourite campaigns and content from 2025

Just 2 more weeks and 2026 is upon us. The ideal time to look back at the campaigns and content of 2025 that have that “je ne sais quoi” factor to me.

1. W Hotels “The Retreat”

I honestly don’t get why there wasn’t much buzz around W Hotels’ “The Retreat”. The content series was clearly culture-driven, with The White Lotus and TikTok-esque drama sketches as obvious inspirations. It feels so now (or rather, then, as it launched over the summer 😉) and to me that’s what made it powerful. Add the bad acting, which actually makes total sense, and you’ve got me convinced.

Dit bericht op Instagram bekijken

Een bericht gedeeld door W Hotels (@whotels)

Check out my deep dive on W Hotels’ content series for more insights.

2. Lewis CapALDI

I don’t know what they put in the water over in the UK, but I feel like supermarket chains take a lot more risks when it comes to marketing over there. Honorable mention to Lidl for their knockoff Liam Gallagher parka.

But the main prize for me goes to the collab Aldi pulled off with Lewis Capaldi. The man did a surprise live set on the rooftop of one of their stores, then rebranded it Cap-ALDI with a cardboard sign. It’s completely on brand for both the artist and the supermarket, as they both thrive on humor. And with Capaldi’s new album releasing not long after the stunt, the timing was also perfect.

3. Gwyneth Paltrow as Astronomer’s spokesperson

Speaking of concerts, I don’t think we’ll soon forget the candid kiss cam incident at a recent Coldplay show. For those living under a rock, the video quickly went viral as a couple featured on the screen abruptly ducked away from the camera. Turns out, they were having an affair.

And the couple in this story? The CEO and HR manager of tech company Astronomer. Which, unsurprisingly, had repercussions for the press the company was getting. So they made the ultimate PR move by going straight to the source: Coldplay. As you might know, frontman Chris Martin was once married to Gwyneth Paltrow. Astronomer released a video in which Paltrow addresses the situation as the brand’s “spokesperson”. In reality, she uses the moment to introduce the company.

Smart AF. They already had the attention because of the scandal, but managed to turn it into something positive. For me it’s the spinning that moment combined with the cultural relevance of choosing Paltrow specifically.

4. Charlie XCX starts a Substack

Nope, Charli XCX isn’t my cup of tea, music-wise. But I do have mad respect for the way she handles her social media. First, she’s a big fan of the movie list platform Letterboxd and frequently talks about it in her (very chill) TikToks.

But next to that the Brat-singer also started a Substack, a subscription-based essay type of platform that’s winning popularity by the second. In her Substack, Charli shares a glimpse behind the scenes of showbiz and talks about her upcoming projects.

The realities of being a pop star. by charli xcx

According to my experience…

Read on Substack

So, is 2026 going to be the year blogging makes a comeback? As a former (and current) blogger myself, I wouldn’t mind! 🙊

5. Mr. Fantasy

I swear, I didn’t think Riverdale actor and all-around pretty boy KJ Apa had this in him. Like everyone, I first saw the actor on the once-great-turned-terrible Netflix show “Riverdale”. In it, Apa’s character, Archie, is the ultimate teenage heartthrob.

So you wouldn’t expect that type of actor to completely step away from that image. But that’s exactly what Apa did on TikTok with his (unconfirmed) alter ego Mr. Fantasy. Mr. Fantasy claims to be a British musician. The quirky artist sports a dark bob, sunglasses, a gap-toothed smile and tattoos that are suspiciously reminiscent of … KJ Apa.

@iamtherealmrfantasy
Straight from the horses mouth 😜🤪 happy Monday everyone let’s keep going now where we ? 🤣🤣😜😜😜😜
♬ original sound – iamtherealmrfantasy

And now the internet is absolutely fascinated by Mr. Fantasy, as neither the actor nor his entourage confirms or denies the rumours. Every time he posts on TikTok, the comment section goes off with questions like “Is this KJ?” and “Do we know why he’s doing this?”. All the while, Mr. Fantasy is living his best life, racking up brand deals and even performing during the Macy’s Thanksgiving Day Parade. Other celebs are following in his footsteps, with Timothée Chalamet rumoured to be TikTok rapper EsDeeKid, and Kevin James going undercover as art teacher Matt Taylor.

6. The Summer I Turned Pretty

This teen show (based on a book) on Amazon Prime was already in its third season when it went absolutely viral on TikTok this summer. Why? Because of the classic teen drama trope: a love triangle. But instead of Dawson or Pacey, the girl had to choose between two brothers. Yep, a bit outlandish, but trust me, it works. I found myself rooting for the underdog brother each week.

And like I said, I was definitely not the only one. The series garnered over 70 million viewers in the first 70 days. To put that into perspective, that’s a 65% jump from the second season.

@askkait Replying to @the summer i turned pretty The Summer I Turned Pretty 101 #tsitp #conrad #jeremiah #belly ♬ original sound – Kait Maniscalco

With all those eyes on TSITP, brands profited as well. The biggest winner? That’s probably Taylor Swift, as her music is heavily featured throughout. In close second we have Coach. Their bag even played the main character in an episode this season. An excellent move on their part, as the fashion on the show quickly blew up too.

Want more of my insights? Steal these 5 formats for Instagram that are both creative and fun.

16 December 2025

A stand-out streaming pack for Telenet

In this day and age of streaming, you have to stand out when promoting your streaming pack. That’s exactly the approach we took when advertising Telenet’s Netflix & Streamz combo.

For the second year in a row, Telenet did a mash-up commercial where both streaming services came together. Think Nonkels’ Rik Verheye and Chantal’s Maaike Cafmeyer in Squid Game. We got the task to translate that to the consideration and conversion phases for display and social.

Copy wise I focused on highlighting the perks of this combo: access to a library of international toppers AND local tv series at a low price, combining it here and there with some West-Vloams for some extra fun. We combine that with stunning visuals of both actors in Squid Game gear. And there you go, the perfect translation of the above-the-line campaign to digital.