Sport should never feel static.

As a main sponsor of Dutch hockey, Tulp Keukens needed a commercial that connected its brand and products to the energy of the sport without losing clarity in the message.

The project was developed with Subtiel and IVC. As director, I worked with them to shape the initial input into a short commercial built around product, experience and movement.

Movement became the visual foundation of the film. Hockey is fast, physical and constantly shifting and I wanted that energy to carry through the camera language. Every move was designed with a purpose. Sometimes subtle, sometimes clearly present, but always connected to the rhythm of the scene.

Rather than using smooth gimbal movement, I deliberately chose a more dynamic handheld approach. That gave the film a more immediate quality and allowed the camera to respond naturally to the players, performances and action within each environment.

The cast brought together Dutch international hockey player Floris Wortelboer, real hockey players and actors. Their performances shifted with the scenes, from controlled product moments to more energetic sequences, while keeping the brand message clear throughout.

The final commercial balances product and sporting experience without letting one overpower the other. The message remains direct, but the film carries the movement and energy associated with hockey.