TELE2
TELE2 – DIT WIL IK WEKEN explores the irresistible pull of wanting more: more speed, more connection, more spectacle. Inspired by the epic kaleidoscopic choreographies of Busby Berkeley, we reimagined that cinematic grandeur in a bold, contemporary palette, turning desire into movement, rhythm and colour.
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
| director | Ruben Van Leer |
| DP | Ezra Reverda |
| key.dancers | Germaine Ching-Yong, Fleur Jagt, |
| choreo | Veronique Van Iersel |
| dance.group | VEM Production |
| stage.dir | Martin Butler |
| 1stAD | Gerben Breur |
| focus puller | Rozemarijn Stokkel |
| art.dir | Klaas Wijnberg |
| gaffer | Maarten Rijnbeek |
| best.boys | Tim Van Gils, Guido Hilbrink |
| grip | Bjorn Schumacher |
| styling | Sasja Strengholt |
| MUHA | Kim Verhagen, Niki Vos |
| rig.stunts | Ron Sleeswijk, Paul Koops |
| editing | Amber Hooijmans |
| compositing | The Compound |
| grading | Matt Hare (Glassworks) |
| prod.co | Smarthouse |
| exec.prod | Danielle Guirguis |
| producer | Ronald Hietbrink |
| agency | INDIE Amsterdam |
| creative.dir | Rogier De Bruin |
| creatives | Joey Boeters, Nik Sluijs |
| agency.prod | Jacqueline Castricum |
| client | TELE2 |
filmmaker & media-artist
