This poetic commercials are led by a voice-over and written by the director Joost Beitler. The first video focusses the DNA of which Ajax and Amsterdam as a city, are made. The bricks on which the city is build are used as a symbol for the individual athletes that Ajax produces. The proces in which diamonds are created similar to the proces of becoming an international player. Unpolished at first, sharp as a knife when they leave. The calm edit & way of shooting create space for the audience to interpret the voice-over. The comparison between precious metal and talent, both changing in their form because of high pressure, is resembled by the pulsating and intensifying soundtrack.
Ajax vs. Atalanta Bergamo, part two of the Amstergems series. Part two embodies it being a sequel. The voice-over continues where it left of zooming in even more on the production proces of talent throughout the symbolism of diamonds. The Amsterdam Arena is being showed whilst under construction to emphasize the production part of the video. We rarely see anything but the succes, Amstergems shows us this part of the journey.
26 augustus 2019
Jurjen van den Hengel
Antony, Mohammed Kudus & Ryan Gravenberch
Neeva Sounds/Julius Jongsma