Creative direction · Amber Eekhout & Iris Buddingh’
Gather around
greatness
Gather around greatness is the big idea. “For 2027 it should be rawer, rougher and cooler. Less commercial. More real.” — Iris Buddingh’, Propaganda. That is the brief the whole shoot answers: a working farm estate, real food, real people, and a camera that behaves like a guest rather than a crew. Amber’s list of deliverables governs what actually gets produced.
The look
C3 is the master grade reference for every light setup on this job — all three constellations match to it.
Three constellations
C1 · Tuesday evening
Host & group
Eight to ten people around one long table. The host works the EGG while the party builds around it. This is the campaign’s hero situation and the one that needs the extras budget confirmed.
C2 · Wednesday, daylight to sunset
Family
Three generations. One teenager (10–16) and one younger child (6–10), cast from the team’s own friend groups. Grandfather, father, mother, grandmother. Ends at sunset, then wrap and dismantle.
C3 · Tuesday morning
Couple
Two people, one EGG, no audience. The quietest set-up and the one that carries the product detail work.
The 18 sequences
Six scripted sequences per constellation. Each is an 8–15 second reel with a written social hook, a named emotion to trigger, and product or engagement inside the first three seconds. Nothing is left to the day.
Examples
2.3 — The corner. A child rounds the corner on a bike and the dinner table comes into view. Hook: arrival. Emotion: belonging. Product in frame at 0:02.
2.5 — The shoulder. A grandfather puts a hand on his son’s shoulder at the EGG. No dialogue. Emotion: succession.
2.6 — The look. A grandmother and a daughter-in-law exchange a look of acceptance across the table.
3.2 — The vineyard. Two women with wine walk the vineyard rows, leaning into each other.
1.6 — After. Iris’s idea — the empty table after a great party. Last frame of the campaign.
Where to read the full set
All 18 sequences, the 54 storyboard frames and the master shot list are in the Client Overview and in Post-production & Delivery — both under Documents.