AVEC BOY
COPYWRITER + CREATIVE
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
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
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. Electric freedom baby!
Agency - Grrr
Tone of voice, copy - Boy Hulsteijn
Design - Sjors Bazelier, Jeroen Disch
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
The Dutch brand that every Dutchies knows and loves. HEMA is known for their extremely down to earth, fun, and lighthearted tone of voice.
Easily one of the most fun brands to write for.
Agency - XXS
Copy - Boy Hulsteijn
*Awarded with Gold A'DESIGN award 2019
When you work at a museum, you want everybody to experience its magic. But not everyone feels welcome at museums, you know? Through inclusive thinking, Studio i strives to make museums less exclusive.
My challenge was to create inclusive and relatable stories on this complex matter. It is meant for everyone from security staff to the board of directors, so the tone could not be elitist, nor over-simplified.
Studio i is an initiative of Stedelijk Museum Amsterdam and Van Abbemuseum Eindhoven.
Direction - Wim Dijksterhuis
Script - Boy Hulsteijn
Illustration - Steffie Padmos
Animation - Wim Dijksterhuis, Adrian Moran
Sound design - Jeff Moberg
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
Range anxiety, we’ve all been there. Well, not me because I don’t have an electric vehicle, but I get the idea. And the Kia E-Soul happens to offer the best range in its price category.
We came up with a nice way to show what’s possible with the E-Soul in this two-fold print ad.
Agency - XXS
Concept - Boy Hulsteijn & Wessel Beumer
Design - Robert-Jan Hoesman
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
The world-renowned graffiti artist Does is already perfecting his craft for 20+ years. I interviewed Does on his first 20 years as a successful artist. What struck me is the deep understanding of his creative process.
I wrote the script around his process, then Strictua shot this beautiful film.
Script - Boy Hulsteijn
Film - Strictua
