TELE2
TELE2 campaign DIT WIL IK WEKEN (weeks of what I want) taps into the emotion of the lure of getting more and more. The ads are a modern and colourful interpretation of Busby Berkeley’s epic kaleidoscopic onscreen performances.
roaring 30’s Hollywood inspired showgirls with INSTA-masks
For several years in a row, TELE2, one of the biggest mobile network brands, advertised on Dutch television with their eye-catching DIT WIL IK WEKEN sales film series. We came up with a choreographed dance piece inspired by the work of Hollywood's early theatre-to-cinema director Busby Berkeley. He moved his dancers all over the stage in as many kaleidoscopic patterns as possible and developed a top shot technique to illustrate the geometric patterns of dancing bodies in an overhead shot. His legacy of work focused on decoration rather than substance. It made sense to bring this lavish visual style from a century ago to a modern and colourful setting within the context of TELE2's branding palette. The group of dancers present a product package from the middle of their circle, finally revealing a hero that takes a mobile selfie with an actualised Instagram-mask on. Like the early Berkeley films, we shot the in-air pull stunts in-camera, giving the films that real on-stage quality.
“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
