HEMA, a company which is granted acces to be part of dutch heritage, has a very specific style in tone and visuals. The colorful play-fullness, combined with an uplifting voice-over, creates an easy going and welcoming mood. Therefor the main focus in directing ‘Fan van de Winter’ was to perfectly match this visual image and adding to it. As an addition to what HEMA made prior to this production, we added a Wes Anderson inspired découpage and art direction. The color scheme was based on the three colors HEMA usually uses. To underline the cosines winter provides the video needed cold looking locations alternated with warm indoor scenery to provide the needed contrast. Last but not least ice skating shots had to be combined with the regular scene’s to make sure the viewer remembers the announcement of the video, HEMA becoming the new sponsor for the dutch national ice skating team.
22 januari 2021
Jos Mauro Witteveen
Sigrid Ten Napel
Rick de Beurs
Sven Kramer and Antoinette de Jong