The Creative of the Future

Audio Mix, Music Production, Sound Design

Wouter Keijzer from Part of Something approached us to design the sound and music for this amazing video. Of course, we said yes! A new challenge, new music style: 80’s synth pop. Inspired by the epic music for the short movie “Kung Fury”, we used some 80’s synths and Simmons drums to produce a typical 80’s sound. It is definitely one of my favourite projects to work on, because it was challenging and new for me.

Publishing date: 24th of February, 2016
Production: Part of Something
Co-production: An & Nas
Concept & Director: Wouter Keijzer
Art Direction: Kevin Verbeek
Styling: Chavelli Martodihardjo
Camera: Hayo van Gemert
Light: Otto Ligt
Grading: Erik in de Grot
Sound Design & Music: Henk-Jelle de Groot & Ting Fung Cheung

Part of Something:
“The ADCN approached us to think of a concept to engage and inspire young talent to join the ADCN, an association for creativity in advertising and design in the Netherlands.
Creatives nowadays aren’t as easily labeled as they used to be, you either were a copywriter or an art director, a graphic designer, a photographer etcetera. It was a simpler time. Today, a creative is all of these things combined and more, making a creative somewhat of a superhero.

We thought it would be a fun idea to approach these creatives from a past perspective. How would we have imagined the creative of the future at the end of the 80s, the time most of the young creatives were born.

Based on this idea, we created an epic action figure aptly named ‘The Creative of the Future’, an allround creative mastermind to solve problems of any kind. An action figure isn’t complete without it’s own Club, The ADCN, and of course it’s own classic kids commercial. Not forgetting the irony of creating the least innovative classic commercial for the most innovative generation.
Let’s not forget the amazing soundtrack made by Henk Jelle & Ting (Any Colour) which finished of the look & feel of the commercial perfectly.”