AVEC BOY
COPYWRITER + BRAND STRATEGIST
You can go to a museum to passively watch art. Or, you can try to actively see more. Seeing more means you learn about life, our world, and society. You might even understand what moved the artist to make art. Or why the museum shows this work.
Stedelijk strives to improve equality through art. The ‘See more’ concept and script fits their activistic DNA and really wraps up 2019 at the museum.
Concept - Boy Hulsteijn & Studio Wim
Script - Boy Hulsteijn
Direction & edit - Studio Wim
Music & sound design - The Postoffice
Voice-over - Gershwin Bonevacia & Karlein Nolet
When I dug into Stedelijk's history, I read that they were one of the first museums to paint all their walls white back in 1930. Pretty cool pioneering if you ask me. Since then, its mission is to understand past, present, and future through art.
I started to wonder what time actually is, and what it means to us. The ‘What is now?’ script meaningfully connects each sentence to a milestone at Stedelijk in 2018.
Concept - Boy Hulsteijn & Studio Wim
Script - Boy Hulsteijn
Direction - Wim Dijksterhuis
Illustration - Jeen Berting
Sounddesign & Mix - KLOAQ
ASICS promotes the positive impact of movement on body and mind. But how can you make that feel better? By running outside in breathtaking nature! I wrote a coherent story for their A/W '23 Trail Running Collection across the landing page, a set of emails and their socials.
Agency - Rōnin Amsterdam
Creative Director - Seth Josephs
Copywriter - Boy Hulsteijn
Designers - Quincy Gilds, Cassie Ng, Martijn van Meijel
Project Manager - Elli Spiegyte
The new GEL-NYC™ sneaker helps you to live life at your own pace. I helped to shape this angle and wrote the campaign messaging hierarchy. This European launch campaign runs across a landing page, (D)OOH, an email, banners, and ASICS' socials.
Agency - Rōnin Amsterdam
Creative Director - Seth Josephs
Copywriting - Boy Hulsteijn
Designers - Cassie Ng, Martijn van Meijel, Alex Kelly
Project Manager - Pauline Rondeltap
There are few things better than being in focus, doing what you love. I helped to shape the 'In Focus' angle and wrote the messaging hierarchy to gain the attention of a creative target audience for the GT-2160™. The European digital campaign runs across branded content partners, banners, and ASICS' socials.
Agency - Rōnin Amsterdam
Creative Director - Seth Josephs
Copywriting - Boy Hulsteijn
Designers - Max Hopmans, Cassie Ng, Lubbert Meun, Alex Kelly
Project Manager - Michelle Joosten
Roel Stavorinus was working on the new brand strategy for Dutch public broadcaster HUMAN. They explores what makes us human to get more in touch with ourselves and each other. They were close to the finish but wanted to capture the essence and wrap it up in one sentence. Landing on this sentence ('Radically human') was a mic drop moment.
Fastned is rapidly building a European network of ultra-fast chargers. They're on a mission to make electric driving on 100% renewable energy as easy as possible. I developed a cheeky, smart tone of voice and a copy construct for consistent communication. Plus their new tagline: Electric freedom!
They chose the tagline I wrote for the title of their book. That's pretty sweet right?
Agency - GRRR
Tone of voice, copy - Boy Hulsteijn
Design - Sjors Bazelier, Jeroen Disch
Triodos is one of the few banks that does the right things for the right reasons. With a big update of their banking app, it’s now possible top see the impact of your money. Whether it’s your spendings, investments or savings, the app now shows how they impact the world.
With the lovely team at GRRR, we developed a playful video to introduce this major update. Time to see the change!
Agency - GRRR
Concept, copy - Boy Hulsteijn
Concept, strategy - Rolf Coppens
Concept, art, animation - Wim Dijksterhuis, Afonso Gonsalves
Project Manager - Pien Roeland
When you work at a museum, you want everybody to experience its magic. But not everyone feels welcome at museums, you know? Through inclusive practices, Studio i strives to make museums less exclusive.
The challenge here was to write an inclusive and relatable story on this complex matter. Not elitist, nor oversimplified.
Studio i is an initiative of Stedelijk Museum Amsterdam and Van Abbemuseum Eindhoven.
*Awarded with Gold A'DESIGN award 2019
Direction & animation - Wim Dijksterhuis
Script - Boy Hulsteijn
Illustration - Steffie Padmos
Animation - Adrian Moran
Sound design - Jeff Moberg
I'm not a fan of buying new clothing since it's such a polluting industry. But when I do, I buy shit that lasts a lifetime. Introducing one of my favorite brands: Carhartt.
Carhartt has been building durable gear for more than 130 years now. They support everyone with heavy-duty durable clothing on and off the job. I wrote a voice-over honoring the rare skills and blue collars. They shape our tomorrow.
Agency - FJ Amsterdam
Carhartt Europe - Marga Stehmann, Cristina Yañez, Arianna G.
Director - Daan Groot
DOP - Christiaan van Leeuwen
Executive Producer - Fabian Fraikin
Producer - Mira de Steur
Creative Director - Robert Hagendoorn
VO script - Boy Hulsteijn
Styling - Barbara Dolk & Gaby Wolf
Researcher Marlice Draijer
Producer post Annelijn van der Linden
Assistent Producer Quinten Lips
Editor - Tom Burggraaff
Motion Graphics - Luc Buker
Color Grading - Wietse van Bezooijen
Composer - Hans Nieuwenhuijsen
Sound Designer - Guns for Hire
After doing several campaign videos about female empowerment from a classic angle, it was time to shake things up. To complement 'stolen' shots in between takes, I wrote a voice-over script about honesty over perfection. The response of JOSH V clients was legendary.
Creative Director - Femke Hermans
Copywriter - Boy Hulsteijn
Video - Vorm Productions
Yes, fashion pollutes, but JOSH V has a clear path forward. An ambitious roadmap and full transparency about material choices, design decisions, shipping and many more details is the way forward. I wrote the script for this film based on the butterfly effect; the idea that every small step can have a big influence.
Creative Director - Femke Hermans
Copywriter - Boy Hulsteijn
Concept - True Ideas
Video - Vorm Productions
The summer is all about love. But love is hard to grasp, as everyone knows. We went for a more poetic and light-hearted approach in both visuals and voice-over. Less clarity, more vibey.
Creative Director - Femke Hermans
Copywriter - Boy Hulsteijn
Video - Vorm Productions
When the war in Ukraine broke out, the Dutch chapter of Doctors Without Borders missed out on a chance. The chance to set up a fundraiser with the speed of light.
Together with the good people at G2K, I’ve developed a modular copy concept that’s ready to go live in no time. It sums up three ways they’re helping in a place where disaster struck. It’s easy to renew for upcoming events, and paints a picture with a sense of urgency.
Agency - G2K
Concept, copy - Boy Hulsteijn
Concept, design - Gijs Lammers
Melkweg is home for subgenres and subcultures in Amsterdam. They are famous for their sharp eye for talent on and around the stage, giving both the established and newcomers a chance. I created their tone of voice, wrote a manifesto and then reimagined that into this script.
Agency - GRRR
Tone of voice, copy - Boy Hulsteijn
Design - Sjors Bazelier, Ashleigh Brennan
Project Manager - Anique van Ravenzwaaij
How we use the limited amount of land we have in the Netherlands, matters. The NGPF is the scientific non-profit behind Partij voor de Dieren (the animal welfare party). They asked for a definitive explanation of land use. A big problem and possible solutions, in just two minutes.
*Awarded with Groene Reiger, 2024
The jury stated: "The animation is very complete, very clearly explained and feels calm while carrying a very active message. We felt that was very well done."
Agency - Clarify
NGPF - Vera Sýkora, Marjolijn Veenstra, Anna Krijger
VO script - Boy Hulsteijn
Illustrators - Paul Goos, Evert van der Veen
Animator - Thomas de Gilder
Design - Leon Postma
Content marketing - Jacco de Wit
Project management - Nina Soares Dias
Client director - Nynke Haarsma
Hoogvliet is a true family supermarket. For family that goes way beyond the bloodline. Our proposition ‘Alles voor familie’ touches the target audience and respects the strong family heritage of the company.
We translated this message in a 360 brand campaign: film for socials, instore communication and several print outlets.
In the same format, we created an Easter campaign video, festive photography and a special Easter inspiration magazine.
Agency - XXS
Concept - Boy Hulsteijn & Siebe Kruize + Anne van Andel
Copy - Boy Hulsteijn & Siebe Kruize + Anne van Andel
Film - Hazazah (dir. by Jacobine van Hellemond)
Voice-over - Thijs Boontjes
Few theatre collectives make work as urgent as Oostpool. This group of young directors and actors are eager to shake up the society. I developed their brand voice, gave a workshop about it and wrote their new tagline ('Your wake-up call') as part of their rebranding. It fits them like a glove.
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Strategy - Karin Sommerer
Copy - Boy Hulsteijn
Design - Studio Isabelle Vaverka
