| Title | FOR THE FUTURE |
| Brand | AFC AJAX |
| Product/Service | AFC AJAX |
| Category |
A01. Direction |
|
Entrant
|
CZAR Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
CZAR Amsterdam, THE NETHERLANDS
|
|
Production
|
CZAR Amsterdam, THE NETHERLANDS
|
Credits
| Aaron van Valen |
Czar Amsterdam |
Director |
| Willem Bos |
Czar Amsterdam |
Executive Producer |
| Karlijn Paardekooper |
Czar Amsterdam |
Executive Producer |
| Marius van de Weerd |
Czar Amsterdam |
Producer |
Write a short summary of what happens in the film
The film is about a boy’s epic and abstract journey through the AFC Ajax stadium (the Johan Cruijff ArenA). The film is established in the eerily abandoned streets of Amsterdam at the break of dawn. The audience sees one solitary figure traveling towards the massive and ominous stadium. It is revealed to be a boy in an Ajax shirt as he appears in a room where he is surrounded by a mural of Cruyff and footage of him playing for Ajax. He is then transported to the center of the ground where he is subject to the enormous roar of the Ajax faithful. The boy is caught in a trance that eventually surrounds him as he opens a box revealing one of the three iconic Amsterdam X's.
Cultural / Context information for the jury
AFC Ajax is one of the premier Dutch professional football teams based in Amsterdam. They often compete in European-based competitions such as the Champions League where they play against the best clubs in the world. Their home stadium is named the Johan Cruijff ArenA after Ajax’s all-time greatest player Johan Cruijff.
Tell the jury anything relevant about the direction. Do not name the director.
During the time of production, Ajax had made it through to the semifinals of the Champions League against Tottenham. The video was to be posted the day after the last semifinal, and nobody knew if Ajax would win or not. The director had to create a concept that would work for both a win and a loss. The director created a brooding, atmospheric video concept that could work for either scenario. The sound of the crowd in the video was actually recorded at the semi-final and added the next morning just before the video was published. Ajax lost the game, but the director believes the video suits the loss due to its mood and tone. The child in the film is also a star player from the Ajax academy. He played a game the morning before shooting in a team that won 22 – 1, scoring eight goals.