RULEBREAKER - RUBEN LENTEN

TitleRULEBREAKER - RUBEN LENTEN
BrandSAMSUNG BENELUX
Product/ServiceMOBILE - SAMSUNG GALAXY S8
Category A01. Direction
Entrant CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
Idea Creation CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
PR CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
Production CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Norman Groenewegen Cheil Benelux Associate Creative Director
Pepijn Spanjerberg Cheil Benelux Associate Creative Director
Thijs de Boer Cheil Benelux Executive Creative Director
Peter Hamelinck Freelancer Freelance Creative
Roos Bulder Samsung Benelux Manager Marketing Communications & Channel Marketing IMD
Marius Klijzing Samsung Benelux Senior Product Manager Mobile Phones
Gerben van Walt Meijer Samsung Benelux Head of Marketing IMD
Mariska Kloezen Cheil Benelux Managing Director
Judith Langeslag Cheil Benelux Account Director
Pirke Bergsma Pirke Productions Agency Producer
Willem Bos CZAR Executive Producer
Frank Coenen CZAR Executive Producer
Jona Honer CZAR Director
Paul Ozgur CZAR DOP Lighting Cameraman
Annelien van Wijnbergen Kapsalon Editor
Joppo de Grot De Grot Director
Justin Bakker The Bakery Post Production Artist
Jorrit Kleijnen Paraphrase Sound Engineer
Taco Drijfhout Paraphase Sound Engineer
Femke Koenen Samsung Benelux Trainee Marketing Communication IMD

Brief Explanation

We portrayed five Rulebreakers who in their own way embody the ‘Do What You Can’t’ mentality. Through perseverance, self-awareness and drive, these Dutch celebrities have made their mark and inspire others to do the same: to follow their own path. This portrait tells the story of extreme kitesurfer Ruben Lenten. His life ground to a halt when he was diagnosed with lymph node cancer. Normally, if you can beat this disease, there’s only a small chance you’ll be able to reach your former physical capacity. But Ruben fought back and despite the advice of all the doctors, he got back on his board again. Now, as a true Rulebreaker, he continues to fight every storm as one of the best kitesurfers in the world.

Execution

The directing challenge was to make the viewer ‘feel’ Ruben’s barrier and the energy he required to break it. That’s why we’ve made this film as honest and pure as possible, by applying four different style elements to tell a single story: 1. A hard-lit, pure and rough ‘interview’ setting, to make it even more credible and personal. 2. Video footage from Ruben’s private archive, with scenes in the hospital to make it personal and communicate the context. 3. Footage shot on the Samsung Galaxy S8 that Ruben installed in his kite. 4. Cinematographic, abstract shots to create emotion and impact, showing the ride and the thrill, the struggle and the pain, and in the end, the glory. The impactful sound design and disruptive and impulsive editing style provides the film with extra emotional impact.