DE JEUGD VAN TEGENWOORDIG - MAKKELIJK (VOOR ONS)
// EASY (FOR US)
The project
About two years after the recording of "Crooked 180", I was approached by Aaron van Valen to help with a project for the Dutch hip-hop act “De Jeugd van Tegenwoordig".
“I was asked to contribute five seconds to a music video for Dutch hiphop act ‘De Jeugd van Tegenwoordig’. I wanted to do something with a skate version of synchronised swimming. I immediately thought of Jeroen for this, whom I met on the set of Crooked 180. Together we thought about what kind of location would be suitable to communicate a recreational space graphically. And finally we came up with a gymnasium.
Together we tested a variety of tricks to decide which worked best visually in a top shot. Jeroen felt that a too constructed visual would counter the creativity that skating stands for. It needed to feel like it was thought up in the moment, he said. So he came up with a synchronised landing on the edit of the beat, which worked really well.”
Makkelijk (Voor ons) // Easy (For us) is directed by 56 creatives from home and abroad. Aaron van Valen, Director at Czar Amsterdam, is one of those creatives. During the process I assisted him with development of the concept and production.
Role - Concept development, Figuring
Year - 2018
Client - Aaron van Valen, Czar Amsterdam