Client: Apple Music
The brief was very simple. We needed to explain what Apple Music is. Our solution was very simple. Let's tell the world what Apple Music is.
Apple Music's "The Pitch" premiered on the 2016 Emmy awards. The campaign's film features TV host/actor James Corden, Pharrell, and Apple's vice president Eddy Cue, the legendary Jimmy Iovine and a few terrible advertising ideas.
Copy: Schuyler Hunt / James Corden
Director: Ben Winston
Client: Reaal Insurance
"Life changes and things happen."
Reaal Insurance knows this and offers insurance suitable to your personal needs and preferences. The brief was to communicate the brand’s no nonsense mentality and insurance offerings. Our idea was to explain what insurances are for. We create a campaign using data from the Dutch National Center of Statistics to make the campaign true to our daily lives.
We created 15 different TV spots. Each TV showed a different insurance from Reaal's portfolio and strategically broadcasted around topically relevant programs. For example the life insurance spot aired right after a soap opera, the car insurance spot after a car program, etc.
Due to great succes the campaign was aired for nearly 1.5 year.
Copy: Patrick van der Gronde
Art: Bob Stel
Copy: Dan Shapiro
Director: Kiku Ohne
It takes 12 years to make a Johnnie Walker Black.
And in 12 years a lot of things can happen in a human life.
Client: Monster Energy Drink
A Green mental shane monster.
For Monster Energy drink I created this TV spot to introduce Shane O’Neill: the newest athlete to join the Monster Energy team for the U.S. market.
It made a massive impact to the skateboarding audience by the spots non traditional format.
Client: Nike SB
Haven't you heard?
The brief was to scale up Nike Skateboardings presence in the European market. Our idea was to bring Nike SB global star athletes to Europe to do a live performance tour in 4 key cities. The Skateboard team did not only bedazzled fans but also organically generated a ton of engaging film content, merchandise and media attention that transcended far outside Europe's borders.
This campaign is still used as a blueprint by Nike Skateboarding to create brand awareness.
Client: Apple Music
Hello. I'm Apple Music
With the change from iTunes to Apple Music on our phones Apple needed help to explain what the new app is and how it works. Our idea was to have the app explain itself in it's own musical words. With this idea we won the business that eventually lead the Apple Music: The Pitch campaign.
Client: Buma Culture
A place to talk music.
Buma: Music in Motion is an international conference devoted to music in film, games, television and digital in Amsterdam.
The conference is initiated to start a dialogue between the organizers and influencers and makers from the entertainment and advertising industry.
The brief was to brand the conference. Our solution was an extended visual identity to serve marketing and the conference location branding.
riter and Director
"My Browser" is a short film about the role of a personalized internet browser in a mans life.
In pre-Facebook times I was invited to speak on the International Browser day in Berlin. A convention focused on sharing ideas about the role of technology in modern society. I was not big on facing a crowd of 800 people who where smarter than me. So I decided to articulate my thoughts at that time about the future of the internet in a short film.
The film made a huge impression on the crowd. And after the convention it traveled the world as a short on film festivals until the films fiction became reality by the birth of Myspace in 2003.
Client: TEDx Amsterdam
Agency: WE ARE Pi
The Human Brain
TEDx Amsterdam is about people coming together to fill their brains with ideas. So, our idea was to humanize the brand, to show people coming together to make a brain out of people.
The Dutch National Ballet and actor Rutger Hauer came together to make the first “human brain” in a live performance at the TEDx event. This performance became the key visual of the integrated campaign. The print campaign was picked up by the Saatchi gallery and sold online.
Photographer: Bill Tanaka
Client: KPN Telecom
And then there was 4G!
The brief was simple. Tell the Netherlands KPN has a nationwide 4G network. Our answer was to simply show what a nationwide coverage looks like on a compelling way.
Client: KPN Telecom
Agency: Taxi Europe
Brief: Introduce our new modular phone plan.
Answer: An explanatory campaign that made the modular tangible and brought it back to a human scale.
Client: Nike SB
Nike Skateboarding Europe counted 117 athletes from all over Europe on their team but had no brand presence. The brief was to create a brand presence featuring the European team. Our idea was to create a brand campaign based on real skateboarding stories. Road trip stories of the Nike SB team members skateboarding all over Europe.
We sent the 117 Nike team members (and a film crew) on 19 different road trips to the most well-known skateboarding destinations, as well as the most hidden.
The result was a 600-page book as the centerpiece of the campaign. Filled with fantastic action, lifestyle photography and adventurous road trip stories. The book was made in collaboration with premiere skateboarding magazine Fluff.
The Fluff book was released in London, Paris, Berlin and Barcelona by pop-up photography exhibitions. It exploded in popularity in the skateboarding and design communities. In addition to the book, a limited quantity of special edition Nike SB shoes were included. The Shoe and the book became collectors items in the design and sneaker world.
Client: Nike SB
A film Debacle.
The brief was to find a cool new way to premiere Nike's skateboard film Debacle in Europe. Our idea was to create the first online red carpet experience including a Q&A with the director.
The guest were provided webcams with login codes, beverages, snacks, merchandise and invited to log in at the same date and time. in their living rooms all over Europe. An hour before the film premiered Nike hosted a chat-roulette-like party for the guests. The European community virtually came together and partied hard.
The world is in your hand.
In Russia, eBay was mostly known for being an online auction platform. eBay Russia wanted to communicate that they are also an online store. This made eBay Russia’s brief very clear: Explain that eBay is not solely an auction platform: it is also an international online shop.
Client: Topkapi Films
Topkapi Films is an Amsterdam-based international film production company and asked for a solution to brand their film productions.
We create a visually stunning ident that would work with any film genre.
Bob currently works at:
Anomaly, New York
Bob currently lives in:
Chinatown, New York,
Bob worked at:
Translation LLC, New York
WE ARE Pi, AMS
Crabsalad (founding partner), AMS
Bob works in the capacity of:
Co-founder (in a previous career)
Bob worked for:
Nike, Converse, MTV Europe, Apple Music, NBA, Levi's, Axe, Piaggio, TEDxAmsterdam, Habitat For Humanity, Desperado, Monster, eBay, Tele 2, Universal records, TomTom, Monster Energy Drink U.S, Vice Europe, Adidas. Fiat.
Client: Tempo Team Recruitment
Our jobs will change.
Tempo Team is the Netherlands biggest recruitment agency. The brief was to invite the entire working class to think and talk about how the way we work and fulfill our jobs will change in the future.
Our solution was to simplify this message on a compelling way.
Client: Habitat for Humanity
Agency: WE ARE Pi & Friends & Artists
Creative relief - Art Filipino
After Typhoon Haiyan hit the Philippines in 2013, a horrific trail of destruction was left in its wake. Habitat for Humanity asked if we could help fundraising for the disaster relief.
We created a 1 night silent auction where all proceeds went to Habitat for Humanity. The auction featured original artwork donated by international artists and exclusive products by creative brands.
Integrated user generated campaign
Client: Radio 538
An endless summer.
Radio 538's brief was to develop a cross media brand platform to introduce it's seasonal programming throughout the year. It needed to integrate live radio, social, TV and OOH.
Our idea was to keep the summer alive. Listeners were encouraged to share their best moments of the summer on the radio and social media.
When the fall season kicked in we had enough user generated material to relive the 2014 summer in the 2014 fall.
Summer 2014 was relived through radio, OOH, social and branded content. The campaign was scored by summer 2014's monster hit "Summer" by Calvin Harris.
“…And don’t forget to mention that peace thingy.”
Brief: Announce MTV’s Pageant Place. A reality show about the life of Miss Universe, Miss USA and Miss Teen USA living in a shared New York high rise during their one-year reigns.