High Five: Newcoming Necessities from the Netherlands
This is my personal selection of work that inspired me in ‘22 due to it being entertaining, smart, innovative or authentic. But most of all, because these pieces of work have been made with a great amount of passion and craftsmanship by agencies and people that I admire...
Nike - 'Home: Finding Our Place through Sport'
Agency: WE ARE Pi
Production: Halal Amsterdam
This amazing series was created to explore the link between sports and migration. It features Canadian soccer player Alphonso Davies, who plays for Bayern Munich as well as the Canadian national team. It shows Nike’s perspective of the world. They want to empower everybody, including refugees. I love the authentic feel of the content.
VanMoof - 'Hard Times for Super Thieves'
Agency: In-house at VanMoof
Production: Rowdy
One of the best things about a VanMoof bike is that they are really difficult to steal. This convinced me to get one myself. 'Hard Times for Super Thieves' is as smart as the bike itself. It’s a charming commercial starring some animated super thieves. The campaign was created together with the amazing Tobias Fouracre (yes, the BAFTA and Oscar nominated Tobias). With great storytelling and a love for craft, they’ve highlighted this feature. And no, my bike has not been stolen. And yes, I live in Amsterdam.
YoungCapital - 'Whatever Works'
Agency: HERC
Production: Division
YoungCapital is a Dutch recruitment company. They have a clear and bold purpose: to get all youngsters to work, no matter what. So scrub floors, make crypto art, resell sneakers - whatever works. The tone of voice of the campaign is bold and outspoken. Like the brand itself.
G-Star - 'The Rhythm of Denim'
Agency: The Family
Production: Halal Amsterdam
I love this commercial. No words, no real plot, but two amazing dancers, great music, sound and direction. A creative mix that works well together.
Moncler - 'The Extraordinary Expedition'
Agency: Modem
Scenography and light design: Matière Noire
CGI film: Kühl & Han
Sound design: Kamal El Aoufi
Scent design: Magique
Photography: Benoit Florençon
Videography: Charles Lanceplaine
Modem is something between a think tank and a design studio. Their work and vision fascinates me. It’s not really advertising, and yet it is. Because it celebrates brands who are ready for the future. To together create experiences for the new world. I love the level of detail in their projects. I want to meditate and do yoga because of the Snapinc apps, and I want to go shopping due to Moncler...
