I’m a hands-on creative director who loves to roll up his sleeves and make moving pictures with the lovely team here at creative production studio, Ambassadors. The work that grabs me the most usually moves away from typical ads into new ways of seeing and communicating a brand message, and it seems to be that most involve friends, colleagues or collaborators. That happens when you work in Amsterdam for a long time...
Nike - 'House of Innovation'
Director: Charles Lanceplaine
Experience Design: tr.studio
To showcase Nike's new high-end product range, the team at Modem created a multi-sensory climate simulator
inside Nike's House of Innovation store in Paris. Wind, rain, snow - all of it was recreated in-store to give visitors the chance to test out the new jackets and gear. Ultimately, a really beautiful project that defies definition. An immersive experience? Retail installation? Art? All of the above, and just plain cool.
RGBXYZ - 'Digital Arts Expo'
is a physical and digital art festival focussed on providing a platform for groundbreaking contemporary digital art. Created by our friends at Uni_Verse studio, this project moves outside of the commercial world to combine art, tech and imagination. The expo is a great way to interact with digital art, especially in Covid-19 times.
G-Star - 'The Rhythm of Denim'
Agency: The Family Amsterdam
Director: Paul Geusebroek
Sound: Sauvage Sound
Of course I had to put one of our projects in, because it really is one of my favourites. It's definitely worth checking out the latest film for G-Star Raw, directed by Paul Geusebroek and created by the heroes at The Family Amsterdam. VFX supervisor Bas Moonen and team got to work multiplying the two dancers into a storm of body doubles, which not only dance as one troupe, but showcase the latest denim collection while they’re at it. Sound on.
LaPierre - 'Xelius'
Director: Ruben Van Leer
Music: Rimer London
Dutch director, Ruben Van Leer, is always pushing the boundaries between art, tech and commercial, and this new film for the French bike company's new Xelius model does just that. When you live in the Netherlands, you see - and work on - a lot of bike spots, so it’s nice to see a film that goes beyond technical specs and gets into the head of the rider. Visually stunning, as usual from Ruben.
Nike - 'Story of the Nike Air BW'
Another Nike project...it’s almost like they enjoy pushing creativity!? This three-part series
(with the first two episodes currently released) goes properly into the local history of the iconic Air Max. I love brand content that does justice to the subject and the culture by letting the icons of these movements tell the tales themselves. How often do you engage in something from a brand that properly educates you on the heritage of local style and subcultures? Not often, that’s how often. Shot by Elza Jo Tratlehner with a splashy edit from Rigel Kilston.