Humble Signs Director Ismael ten Heuvel

Integrated content studio Humble has announced the signing of renowned Dutch director Ismael ten Heuvel to its roster for his first foray into the US market for commercial representation.

Based in Amsterdam, Ismael is a dynamic, idea-driven storyteller who has collaborated closely with European agencies like DDB, Ogilvy, and TBWA. Like mononymous rock stars who have come before him, the director is known simply by his first name: Ismael.

The director is best known for his work with top brands like Ford, Volkswagen, and most recently Heineken in which Ismael and his team recreated an authentic vision of 1880s Paris. Driven by a deep dedication to the craft of storytelling, Ismael immerses himself in each and every project he takes on, creating spots that feel more like mini-films than commercials. From emotional storytelling, to automotive, to humour, Ismael somehow manages to defy the genres that commercial directors are often bound to.

"I was immediately drawn to Ismael's work because of his range,” said Humble President / Founder Eric Berkowitz. “Whether he's telling a story using ornate art direction and production design, or a simple, more restrained approach, the takeaway remains the same - his films are extraordinary."

No stranger to the industry, Ismael honed his skills as an Art Director and worked at Lowe Amsterdam for over a decade and credits his agency background with giving him the gift of being able to recognise a good idea in a matter of seconds. This deep knowledge of the creative process helps him cultivate ideas alongside agency teams in his work today. Ismael films have garnered honours including Cannes Lions and Epica Awards.  

In his latest piece, Ismael collaborated with J. Walter Thompson Amsterdam to tell the bittersweet story of a young girl going back and forth between her divorced parents’ homes for Plus Supermarket's holiday campaign.