RULEBREAKER - TYPHOON

TitleRULEBREAKER - TYPHOON
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’ mind-set. 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 Glenn de Randamie – a.k.a. rapper Typhoon. When he was a little child, he dreamed of being a priest, but there was something that kept him from becoming one: his stuttering. Instead of backing down and becoming more and more introverted, he decided to speak out, to fight his stuttering, and to stand in the spotlight and express himself with words. Typhoon is now very successful as a rapper, teacher and source of inspiration for others.

Execution

The directing challenge was to make the viewer ‘feel’ Typhoon’s battle and struggle. That’s why we made this film as honest and pure as possible by applying three different style elements: 1. A hard-lit, pure and rough ‘interview’ setting, to make it even more credible and personal. 2. Footage shot on the Samsung Galaxy S8 to make it real. Video footage of Typhoon crowd-surfing, filmed by a fan during a concert. Helping the viewer to get really close to him. 3. Cinematographic, abstract shots to create emotion and impact: to visualise his struggle. We see Typhoon in the house of rules, rituals and strict traditions: the church. His dancing on the church bench and crowd-surfing at the end stand for the liberation he feels after breaking through his barrier. The impactful sound design and disruptive and impulsive editing style provides the film with extra emotional impact.