New Creativity is built on the understanding that change emerges through shared effort. NGOs, foundations, and social enterprises each contribute from different positions, united by a common horizon: shaping a future that is fairer, more just, and more sustainable.
As connective tissue between these forces, New Creativity shapes stories, strategies, and creative direction that travel across the field. Ideas that emerge at the grassroots gain scale through institutions, while innovation from social enterprises strengthens the wider ecosystem. This creates a field shaped by alignment, exchange, and shared momentum.
The same thinking guides how collaboration is structured. Rates adapt to each partner type so resources circulate back into the ecosystem. This approach expands access to high-quality narrative strategy and creative direction across the sector and increases impact beyond the reach of any single organization. New Creativity functions as a shared resource within a connected system.
Next to best. 2nd Best Studio needed more than a visual identity. The task was to build a strategic expression that captured its distinctive edge and translated its mission into everyday creative practice.
Year
2022
Disciplines
Brand direction, brand strategy
Narrative strategy
Brand identity, expression
Creative direction
Copywriting
Film direction
UI/UX design
Credits
Brand strategy & creative direction
Bob van Boven
Studio owners
Bülent Aktas, Marcel Aniol
Branding and expression (art & copy)
Bob van Boven
Webdesign and development
Bob van Boven
BE2ND (Manifesto video)
Concept, writing, and direction
Bob van Boven
Voice talent
Jessica Lichtenberg
Film editing
Bob van Boven
Music
Bobby Saint
Project info
As Head of Brand and Creative Director, I built a unified strategic vision that embedded the studio’s purpose into creative operations. This included guiding brand storytelling, overseeing design and UX, and ensuring every output aligned with a clear narrative. Alongside the visual identity and website, I introduced strategic tools for adaptability, keeping the brand ready to evolve “the next day, every day.
The work delivered more than a new identity. It established a lasting strategic foundation that continues to guide creative and operational decisions. With a sharper position, a defined narrative voice, and renewed internal alignment, 2nd Best Studio is equipped to grow with clarity and confidence. The refreshed identity has opened new client opportunities and turned key deliverables into shareable moments, reinforcing its place as next to best, but never ordinary.
Celebrate Change. How do you relaunch one of the world’s largest self-actualization festivals in a post-pandemic world? The theme “Celebrate Change” had to capture the relief of regained freedoms and the joy of shared human moments, while inspiring a global audience searching for optimism and growth.
Year
2021
Disciplines
Creative direction (art & copy)
Narrative strategy
Film & motion direction
Campaign strategy
Credits
Narrative strategy & creative direction
Bob van Boven
Creative lead Greator
Gary Payn
Production
Gedankentanken Pictures
Lead creative production
Bülent Aktas
Together (Campaign film)
Concept, writing, and direction
Bob van Boven
Voice talent
Jessica Lichtenberg
Film editing
Bob van Boven
Motion design
Carmen Diaz de la Rosa, Nick Smith
Music
Musicbed
Project info
Working with Greator’s creative team, strategic department, and C-Suite, I developed a long-term narrative strategy to give each division of the brand a distinct and relevant voice. Anchored in ‘Community Obsession’ the story-led campaign for Greator Festival centered on the idea of embracing change as a catalyst for the future, brought to life through a hero film, multiple content variations, and a suite of digital assets. The attraction phase launched during Greator Festival Online 2020, using a mix of owned, paid, and earned media to build momentum toward the 2022 in-person event.
The campaign reintroduced Greator Festival as a space for collective energy and transformation, reconnecting audiences both emotionally and physically after months of isolation. By anchoring the messaging in shared human moments — smiles, gatherings, and everyday joys — Celebrate Change resonated globally and strengthened Greator’s position as a leading voice in personal development.
The future of sport. Two months into joining adidas, I was tasked with leading a high-profile Diversity & Inclusion project that lacked clarity and alignment. “Breaking the Glass” needed a cohesive story to spark internal dialogue and drive meaningful change, because breaking barriers starts within.
Year
2017
Disciplines
Creative direction
Concept design
Film
Credits
Concept & creative direction
Bob van Boven
Film direction
Robin Piree
Project owners
Steve Fogarty, Michael Stopps
Head of production
Nadjim Tsouli
Director of photography
Aziz Al-Dilaimi
Film editing
Robin Piree, Bob van Boven
VFX
Filmmore
Colorist
Fernando Rodrigues
Music & sound design
Thomas Goralski, Tom Jansen
Project info
Drawing on my filmmaking background, I brought the project back to the drawing board. With a cross-functional workgroup spanning Brand, PR, HR, Communications, and D&I, we reshaped the concept into a coherent, insight-driven narrative built around the metaphor of the glass ceiling. After testing, it became clear adidas was not ready for a strong external statement, so the project was reframed as an internal catalyst for dialogue rather than a public campaign.
The reimagined film launched at a global internal D&I event, introduced by the CEO to the worldwide workforce. What began as a stalled campaign became a defining internal moment, sparking honest conversations and signaling leadership’s commitment to diversity.
Not Much To Say. In 2011, inspired by the energy of music festivals, my brother Paul and I set out to add an extra layer to the electronic dance experience. The challenge was to move beyond abstract visuals and craft a concept where narrative, character, and conflict merged with music, creating a new kind of story.
Year
2011
Disciplines
Brand direction, brand strategy
Narrative strategy
Brand identity, expression
Creative direction
Copywriting
Film direction
UI/UX design
Credits
Concept & creative direction
Bob van Boven
Concept partners
Paul van Boven, Leon de Jager
Production
Mamvi Studio
Branding (art & copy)
Bob van Boven
Copywriting and proofreading
Mario Possen
Webdesign and development
Bob van Boven
NOTHING (Experience film)
Concept, writing, and direction
Bob van Boven
Screenplay assistants
Mario Possen, Remy Kooi
Starring
Richard de Maaré, Laurien Verstraten
Cinematography
Jessica Sessinou, Rob Truijen, Remy Kooi
Film editing
Bob van Boven
Music
F.O.O.L
Project info
PRESIIDENTS was developed as a bold experiment — part live show, part narrative, part social experience. We used the then-emerging technology of social media to build a story world around the act, creating hype, selling out venues, and even securing a headline slot at Castle of Love 2011 festival.
Though the act itself was “Never Meant To Succeed”, PRESIIDENTS became a prototype of the future—a glimpse of what was possible. And perhaps, one day, it may return not as an act, but as a concept ready to be rewritten.
I led the creative direction, brand & narrative strategy, and film/visual direction, shaping PRESIIDENTS into a cohesive narrative-driven, immersive experience. Every element was designed as a proof of concept: demonstrating that storytelling, when integrated with music and visuals, could transform not just the stage but the entire audience journey.
Mamvi. We create. Founded in 2011, Mamvi set out to be more than a commercial studio. The ambition was to build a strategic identity and visual language that captured its mission of telling meaningful stories through film — shaping both client work and internal culture.
Year
2011
Disciplines
Brand direction and strategy
Narrative strategy
Brand identity, design, and expression
Creative direction
Copywriting
Film direction
UI/UX design
Credits
Creative direction
Bob van Boven
Creative partner
Jessica Sessinou
Branding (art & copy)
Bob van Boven
Branding (illustration)
Jessica Sessinou
Webdesign and development
Bob van Boven
Thanks
Mario Possen, Rob Truijen
Contact (Showreel 2014)
Film editing
Bob van Boven
Music
Daft Punk
Project info
Mamvi was set up as a lean but ambitious creative studio, built on collaboration and experimentation. Its structure made it possible to take on a wide range of projects (from global brands to cultural festivals) while always keeping creative storytelling at the core.
As Mamvi’s founder and creative director, I shaped the studio’s vision and led its projects across fashion, music, and culture. In just a few years, Mamvi established itself through work for clients such as Tommy Hilfiger, Calvin Klein, adidas, and leading music festivals—proving how a small, independent studio could deliver strategically sharp, high-quality work while staying agile.
More than its portfolio, Mamvi’s true legacy was laying the foundation for the creative principles that continue to guide my work today: clarity of vision, originality of language, and the courage to build outside the expected.
Meet Natalie. Adidas wanted an authentic view of the employee experience, showing how talent develops over time. The goal was to create a film that was intimate, inspiring, and stripped of corporate gloss, capturing both professional and personal growth.
Year
2018
Disciplines
Creative direction
Communication strategy
Concept design
Film & motion direction
Credits
Concept, creative direction
Bob van Boven
Project lead
Steve Fogarty
Head of production
Nadjim Tsouli
Director of photography
Nanko Goeting
Film editing
Bob van Boven
Music
Ruud de Groot
Project info
I developed the concept and led the creative direction, using negative space and black backgrounds to create a minimal, timeless visual language that kept Natalie at the center of every frame. Motion sequences were placed between interviews to support narrative rhythm, avoiding typical b-roll. While the live-action direction was handled by an external collaborator, I maintained oversight across all elements, including the direction of an original soundtrack to deepen the film’s emotional resonance.
The film offered a clear and compelling portrait of Natalie’s two-year journey at adidas, capturing her growth, challenges, and achievements in a personal yet universally relatable way. Its minimal, timeless style and original soundtrack made it a distinctive internal communications piece and set a precedent for future employee storytelling that values authenticity and narrative impact over spectacle.
Minimal. Raw. Timeless. Between 2012–2015, PVH sought to elevate the presence of its fashion brands through bold, premium campaign films. The challenge was to create work that matched the sophistication of Tommy Hilfiger and Calvin Klein, while meeting the fast-paced demands of the fashion industry. It required a setup that could deliver quality at speed without losing creative depth.
Year
2012—2015
Disciplines
Creative direction
Concept design
Film direction
Credits
Concepts, creative direction
Bob van Boven, Rob Truijen
Production
Mamvi, Bureau Caramel
Tommy Hilfiger
Scott Polzen
Photography (film & still)
Bob van Boven, Rob Truijen
Film editing
Bob van Boven
Photo retouching
Rob Truijen
Project info
Working through a close partnership between Mamvi and Bureau Caramel, we built a lean but highly adaptive creative model. This setup allowed us to move quickly from concept to execution while safeguarding premium quality and a strong visual identity. Across both brands, we developed cinematic concepts that balanced minimalism, rawness, and a timeless sense of style. By combining bold creative direction with an agile production process, the campaigns were designed to reflect PVH’s global prestige while staying responsive to immediate production needs.
Between 2012 and 2015, the projects demonstrated how a flexible creative partnership could achieve speed without sacrificing quality, reinforcing PVH’s position as a global fashion leader.
Tommy Hilfiger Tailored
Tommy Hilfiger wanted to launch its new Tailored collection with a bold film campaign. The challenge was immediate: the collection itself was not yet ready, leaving only fabrics to work with during production.
In collaboration with Bureau Caramel, I co-directed a concept that transformed this limitation into a creative opportunity. By focusing on the textures, movement, and craftsmanship of the fabrics, the film evoked the elegance and precision of the upcoming collection without showing a single finished suit.
The 2012 campaign became the first step in a long-term partnership with Tommy Hilfiger. It demonstrated how a constraint could be turned into a defining creative asset, establishing a distinct visual language that would carry into future collaborations.
Calvin Klein Accessories
In collaboration with Rob Truijen (Bureau Caramel), I co-directed a studio-based concept that placed the bags in a stark black space, floating in the void. Dynamic lighting revealed their form; at times isolating small accents, at other times illuminating the full silhouette. This stripped-back approach emphasized the bags as sculptural icons, aligning with Calvin Klein’s minimal yet raw aesthetic.
The film captured the minimal, premium DNA of the brand while adding a raw contemporary edge—delivered from concept to final product within just seven days.
Community, emotion, and shared experience. When Castle of Love approached us in 2012, festival aftermovies were largely formulaic; flashy highlight reels and fast edits set to the beat. The challenge was to redefine the format entirely, something with narrative and emotional resonance, giving “new blood” to a tired format—an opportunity to craft a new narrative language that would evolve year after year.
Year
2012—2015
Disciplines
Creative direction
Concept design
Film direction
Credits
Concepts, creative direction
Bob van Boven
Production
Mamvi
DMS b.v.
Alain Dortants, Paul Meijer
Young Blood
Cinematography
Jessica Sessinou
Additional photography
Jessica Sessinou, Bob van Boven, Mario Possen
Festival footage
Jessica Sessinou, Bob van Boven, Mario Possen
Still photography
Rob Truijen
Film editing
Bob van Boven
Music
The Naked and Famous — Young Blood (Hardwell & Tiesto Remix)
Lost & Found
Cinematography
Jessica Sessinou
Additional photography
Bob van Boven
Festival footage
Jessica Sessinou, Bob van Boven, Mario Possen
Still photography
Maurice Vinken
Film editing
Bob van Boven
Music
Krewella — Alive (Hardwell Remix/Original Mix), Icona Pop — I Love It (Tiësto Remix)
Project info
Working through Mamvi, I led a multi-year creative partnership focused on transforming the festival film into a storytelling medium. Across years, the work established a distinct narrative universe around Castle of Love.
The collaboration positioned Castle of Love as an early pioneer in narrative-driven festival filmmaking. Young Blood and Lost & Found became defining pieces of the festival’s identity, setting a precedent for storytelling in an industry dominated by highlight reels. The work helped shape a unique creative language that stood out across the Dutch festival landscape, while laying early groundwork for my ongoing exploration of narrative, experience, and emotional design.
Young Blood, 2012
As Mamvi’s first paid project, I led the concept, creative direction, and film direction of Young Blood. Rather than following the genre’s conventions, we wrote a screenplay, developed characters, and introduced the “Cast of Love.” Through a teaser, trailer, and final film, the aftermovie became a piece of storytelling—an experience in itself rather than just a recap.
Young Blood marked Mamvi’s debut as a studio committed to “creating its own language.” The project brought fresh perspective to the festival aftermovie genre, positioning Castle of Love as a pioneer willing to experiment, while establishing a foundation for my future work at the intersection of narrative and experience.
Lost & Found, 2013
Following the success of Young Blood in 2012, Castle of Love wanted to continue redefining the festival aftermovie format. The challenge was to move beyond simple documentation and build on the narrative-driven approach, creating a film that felt both personal and universal while evoking the friendships and memories that festivals create.
Presented as a film by Amber & Ayme, Lost & Found invited viewers to experience Castle of Love through the lens of two characters. By blending story, atmosphere, and community, the film captured the nostalgia of friendship and the magic of being part of something bigger than oneself.
Lost & Found reinforced Castle of Love’s reputation as a festival willing to push creative boundaries. It built on the storytelling foundation laid with Young Blood while evolving the format into something more emotionally resonant, helping establish a distinct narrative voice within the Castle of Love universum.
Artful and uncompromising. Between 2013 and 2015, Elevation Events tasked Mamvi with shaping the visual narrative for both its Soenda festival and indoor editions. The brief was to move beyond conventional festival films and capture the raw energy of Soenda’s techno identity. The challenge lay in crafting content that resonated with the music’s intensity and maturity, while still serving the promotional needs of teasers, trailers, lineup reveals, daily recaps, and aftermovies.
Year
2012—2015
Disciplines
Creative direction
Concept design
Film direction
Credits
Creative direction
Bob van Boven
Production
Mamvi
Elevation Events
Jasper Coenen, Joris Coenen
Photography & design
Bob van Boven, Jessica Sessinou
Additional photography
Mario Possen
Film editing
Bob van Boven
Project info
Guided by the festival’s sound, we redefined its visual language. Instead of producing the typical people-focused highlight reels, we leaned into abstraction, raw aesthetics, and an almost cinematic edge. Motion, light, and rhythm became storytelling devices, echoing the layered experience of techno itself. Each film was designed not only as documentation but as a standalone artistic piece, mirroring the atmosphere of the dance floor rather than simply replaying it.
The resulting campaigns gave Soenda a distinctive voice in the crowded festival landscape. By presenting its events as artful and uncompromising, the films deepened the brand’s connection with its core audience as one of the Netherlands’ leading techno festivals.
TMRRW. Adidas wanted to refresh its Employer Value Proposition, positioning the brand as inclusive, purpose-driven, and entrepreneurial. The goal was to create a global campaign that could translate this strategic shift into an inspiring experience for creators worldwide.
Year
2019
Disciplines
Narrative strategy
Creative direction
Comms strategy
Copywriting
Film & photo direction
Credits
Narrative strategy & creative direction
Bob van Boven
Associate direction (art)
Sandra Blank
Project lead
Kerri Arman
Brand consultant
Kadie Casey
Corporate consultant
Simone Lendzian
Digital campaign activation
André Reyes
TMRRW (campaign video)
Concept, writing, and direction
Bob van Boven
Head of production
Nadjim Tsouli
Director of photography
Steven van der Vorm
Light department
Buddy’s Light Rental
Still photography
Sandra Blank
Film editing
Bob van Boven
Music
Ruud de Groot
Project info
In close collaboration with global cross-functional teams, I led the creative direction, concept design, and overarching strategy. The work centered on a single belief: connecting creators through the language of sport. From this foundation, I shaped a strategic roadmap blending creativity with digital activation, building a campaign that functioned as a mindset and actionable north star rather than a simple slogan.
Although the campaign was never released due to the pandemic, it delivered a ready-to-launch global concept, strengthened cross-functional collaboration, and provided adidas with a compelling platform to express its refreshed purpose.
Co-creating adidas’ digital future. How can technology, from machine learning to generative design, redefine shopping, personalization, and product creation? In 2018, adidas went on a tech journey across Europe via a series of thought-provoking hackathon challenges.
Year
2018
Disciplines
Creative direction
Comms strategy
Concept design
Film & photography
Credits
Communications concept & creative direction
Bob van Boven
Project lead, owner
Yonel Ilieva
Graphics and website design
Katia Stephanou
Campaign video
Concept, direction, editing
Bob van Boven
Production
adidas Employer Brand Creative Studio
Copy & VO
Shaba Mohseni
Director of photography (video/still)
Bob van Boven
Hyperlapse photography HZO
Frank Emous
Additional videography AMS
Mario Possen
Music
Ruud de Groot
Project info
In 2018, adidas wanted to look beyond traditional R&D and directly engage Europe’s brightest talents in shaping the future of retail. The Hackathon Series, spanning five cities—including Sofia, Madrid, and Amsterdam—set out to answer one core question: how can technology, from machine learning to generative design, redefine shopping, personalization, and product creation? The challenge wasn’t only about code, but about framing these events as part of adidas’ larger ambition to co-create its digital future.
Through films and creative storytelling, the Hackathon Series was positioned as a fast-moving journey of innovation. From the raw energy of local events to the high-stakes finals at adidas’ headquarters in Herzogenaurach, the narrative captured both the technical ambition and the human collaboration behind it. Teams developed prototypes at lightning speed—ranging from machine learning–powered shopping personalization to GAN-driven tools that designed custom product styles—while adidas provided the stage, mentorship, and platform for these ideas to emerge.
The campaign transformed the Hackathon Series into more than a coding contest: it became a story of adidas as an innovation partner and platform. By documenting the journey from local challenges to the global stage, the films and assets gave adidas a powerful tool to showcase its culture of experimentation and digital leadership—inside the company and to the broader tech and retail world.
Partnerships with the iconic brands of the future.
New Creativity brings over a decade of experience into the nonprofit space.
2nd Best Studio
Be Second
Greator
Celebrate Change
adidas
Breaking the Glass
PRESIIDENTS
Not Made To Succeed
Mamvi
Mamvi Studio
adidas
Meet Natalie
PVH Corp.
Tommy Hilfiger, Calvin Klein
Castle of Love
Festival
Elevation Events
Soenda
