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. I wrote the ‘What is now?’ script and meaningfully connected 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
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
*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
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
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
The legendary 30-year old hybrid club-restaurant-gallery is gearing up for the next decade. They're famous for shocking perfomances and legendary club nights, starting with food on their signature white beds.
I hosted a strategy workshop to talk about vision, strategy, and context of the brand. We also updated the brand guidelines. I wrote and supervised the design of both the Brand World and Brand Guidelines documents.
Design - Donny Zöller
Brand strategy, copy - Boy Hulsteijn
There's a sexy new girl on the block. Bar Rouge is situated below the Supperclub and promises 'nuits Parisiennes'. Cocktails, sushi, and Moulin Rouge-style dancers invite guests to dance the night away.
I hosted a strategy workshop to talk about vision, strategy, and context of the brand. We also came up with the brand guidelines. I wrote and supervised the design of both the Brand World and Brand Guidelines documents.
Design - Donny Zöller
Brand strategy, copy - Boy Hulsteijn
DutchCulture is the plug for international cultural projects and collaborations by Dutch artists. I was charmed by the idea of art without boundaries, so took that an the angle for the script.
The animation highlights the beating heart of DutchCulture: their database.
Script - Boy Hulsteijn
Animation - Wim Dijksterhuis & Adrian Moran
Illustration - Jeen Berting
Sounddesign & Mix - Jeff Moberg
Branding - ...,staat
The Main Ingredient is a startup venture studio: they co-create or co-found startups. Their challenge: how do we reflect our innovative, smart, and think-different mindset on our website? My answer: a brutalist approach for copy.
I worked in close collaboration with design; maximizing synergy between words and visuals from the first drafts.
Copy - Boy Hulsteijn
Design - Gijs van de Wal
Butcher of Blue makes rock-solid men’s clothing. Exactly how you want friendships to be. For F/W 2021, the campaign film zooms in on a group of close-knit friends, capturing the essence of friendships.
I wrote the subtitles (after the edit) to add an extra layer of emotion. We’ve got you covered.
Film - Steijn Leijzer
Copywriting - Boy Hulsteijn
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
