Bringing ambitious ideas to life, Max Heirbaut is a multidisciplinary creative industry professional with an uncompromised commitment to quality and the generation of true value. He brings a unique perspective to the table, mixing creative thinking with strategic direction, executive producing, and team leadership.

For the last 10 years, he has partnered with some of the world’s leading organizations to help them strategize, design, develop, launch, and evolve their purpose-driven brands and products.

After having worked as the art director on advertising campaigns for some iconic brands, he realized he was heavily drawn to shaping the core of the project instead of just executing on an idea. He founded and ran his own design studio as managing partner and executive creative director, where he managed teams across Antwerp, Brussels & Paris while creating strong brand identities for clients big and small. The studio was acquired to serve a bigger purpose and eventually merged with one of the leading tech groups in the Benelux. To pursue the goal of learning more on how to build and propel brands on a global scale, he moved to New York City and worked as a freelance art director & designer for world-renowned design studio HUGE in Brooklyn and advertising agency VMLY&R in Manhattan, working for clients such as Google, HBO, and others. Meanwhile, he joined the executive committee of the Belgian American Chamber of Commerce in New York. When moving back to his home country Belgium, he joined the European HQ of ad agency Wunderman+Thompson (fka These Days Y&R) as head of design, where he ensured all brands had ambitious strategic frameworks, inspiring the ideation-process and assuring they were brought to life properly. Here he built strong relations with ambitious clients through thought-leadership while managing cross-disciplinary teams across cities. During his time at the agency, teams were able to create, build and ship extraordinary work that was recognized as industry-leading, winning over 30 awards including Cannes Lions (5x), D&AD Pencils (2x), New York Festivals, The London International, and Clio Awards, festivals celebrating global creative excellence.

Currently, he lives in Stockholm, Sweden, and works as head of entertainment at Swedish digital gaming studio Toca Boca - working closely with Canadian global toy and entertainment company Spin Master - shaping the new wave of brand/IP development through storytelling, world-building, animation, and brand collaborations. In this role he works with teams across Stockholm, Los Angeles & Toronto, setting strategic direction and overseeing multiple creative and production teams of +85 people, leading projects from research to concept through to delivery in the realization of the company's vision.


  • Research & Development

    Developing foundational ideas as a starting point for research, and designing a process of exploration and experimentation where non-obvious leaps forward are created.

  • Strategic Leading & Creative Facilitation

    Elevating the work by having the guts to make good ideas become great. Connecting creative ideas with strategic thinking and action-oriented research to encourage innovation.

  • Team Management & Facilitation

    Leading the way with a human approach to turn bold visions into reality. Extensive experience in building, facilitation & management of international & intercultural teams of 15-60 people (NYC, LA, Stockholm, Brussels/Antwerp, Amsterdam, Toronto).

  • Executive Producing & Business Development

    Development & execution of ambitious productions in brand communication & digital entertainment, introducing new concepts and ideas that align with brand initiatives of the project, and ensuring production meets competitive goals and projects the intended image.

  • Proud to be trusted by:

    H&M, Google, BMW, Eastpak, HBO, Urban Outfitters, Amazon Prime, Lee Jeans, Penguin Publishers, Toca Boca, Komono, Liberty Global (Telenet), Child Focus, the European Parliament, Mazda, Foursquare, …

  • Humbled to be recognized by:

    Cannes Lions, Clio Awards, New York Festivals, D&AD Festival, LIA Awards, Creative Club Belgium, …

  • Excited to have work featured in:

    AdWeek NYC, The Drum UK, Victionary ltd. Hong Kong, Elle France, Vogue Italia, Hypebeast, Lannoo Publishers, Kidscreen, Best of Behance,…