THE TAKEOVER
UNDER CONSTRUCTION
roaring 30’s Hollywood inspired showgirls with INSTA-masks
For this series, I wanted to translate the ecstatic geometry of 1930s Hollywood into a contemporary visual language. Inspired by Busby Berkeley’s kaleidoscopic stage-to-cinema spectacles, where dancers formed living mandalas beneath a soaring top-shot camera, we built a choreography driven by repetition, symmetry and collective pulse.
But instead of nostalgia, the setting is unapologetically modern and saturated in TELE2’s colour universe. The dancers assemble and dissolve in shifting formations, revealing the product at the centre of their circle before a hero flies up from the crowd, capturing the moment through an Instagram-mask lens. The aerial pull stunts were executed in-camera, preserving the tangible, theatrical energy of bodies suspended in space. Spectacle here is not decoration; it is rhythm, scale and shared desire made visible.
“Tele2 transformed the mobile market in the Netherlands once and for all. INDIE Amsterdam and Tele2 won Lamps, SAN Accents, a Silver Effie and a Gold Esprix for the ad campaigns.”
credits
| Direction | |
| Director | Ruben Van Leer |
| Choreography | Veronique Van Iersel |
| Stage Director | Martin Butler |
| 1st Assistant Director | Gerben Breur |
| Performance | |
| Key Dancers | Germaine Ching-Yong, Fleur Jagt |
| Dance Group | VEM Production |
| Rig & Stunts | Ron Sleeswijk, Paul Koops |
| Camera | |
| Director of Photography | Ezra Reverda |
| Focus Puller | Rozemarijn Stokkel |
| Gaffer | Maarten Rijnbeek |
| Best Boys | Tim Van Gils, Guido Hilbrink |
| Grip | Bjorn Schumacher |
| Art & Styling | |
| Art Direction | Klaas Wijnberg |
| Styling | Sasja Strengholt |
| Make-up & Hair | Kim Verhagen, Niki Vos |
| Post-Production | |
| Editing | Amber Hooijmans |
| Compositing | The Compound |
| Grading | Matt Hare (Glassworks) |
| Production | |
| Production Company | Smarthouse |
| Executive Producer | Danielle Guirguis |
| Producer | Ronald Hietbrink |
| Agency & Client | |
| Agency | INDIE Amsterdam |
| Creative Direction | Rogier De Bruin |
| Creatives | Joey Boeters, Nik Sluijs |
| Agency Producer | Jacqueline Castricum |
| Client | TELE2 |
filmmaker & media-artist
