Flying High, Longlist - Commercial

VanMoof, Ride The Future

Paul Geusebroek


Paul Geusebroek directs this truly cinematic spot for Van Moof’s latest global campaign. One of our most ambitious and meticulously crafted yet, the film inspires people in cities to keep moving forward, instead of reverting to old and destructive pre-pandemic mobility habits. Throughout the pandemic, people across the world started to stand up for what they believed in. Mobility became a hot topic as people chose to leave their cars at home and city legislators created more space and infrastructure for people, not cars. To put it simply, the world changed. And to make sure people keep up the momentum of positive mobility change, VanMoof is stepping in to remind them. The film, created together with HALAL’s very own director Paul Geusebroek, should inspire people towards a greener, calmer, and more enjoyable lifestyle. As Paul Geusebroek explains: “My aim was that the end of the film feels like a breath of fresh air. This bicycle stands for not just the environment, but also for escaping the rut that people are in – for cycling out of that nine to five grind. It stands for freedom: everyone is stuck, but this person is just breezing through.” The result is a beautiful and highly cinematic film, that serves as a thought-provoking piece that can spark off more conversation around this topic.

Paul Geusebroek is known globally for his atmospheric, cinematic films driven by a fast-paced and energetic visual. His career kicked off at his home-turf in the Netherlands with a Nike x Patta spot that attracted eye-balls worldwide and earned him a Young Directors Award. His major international breakthrough followed shortly after with global campaigns for the likes of Diesel, adidas, and Nike. He garnered further attention with the video for US number one hit ‘Panda’ by Desiigner, which got nominated for a MTV Award in 2016. Across his commercial work and music videos alike, one thing stays constant. Whether it’s for a global campaign or a local artist, Paul is driven by bringing to life ambitious concepts. Paul’s need to push the borders of the craft can be seen in his technical approach, always looking to apply innovating techniques and tools.