Samsung - Rulebreakers Ruben

To come up with an overarching imagery for these films was one of the tasks. Next, the director needed to have a closer look to each character to see how to tell a story within their framework. All stories are genuine and therefore, the director talked a lot with Ruben upfront. A certain core has been formulated after that, and that core's been translated into a filmic vision.

Ruben defeated cancer. His character is a storm from itself so is portrayed like that. A lot of energy in the beginning of the film, than a sudden rapture where his body is almost drifting in the sea. He screams his way up and delivers his signature jump (shot with GoPro's).

INSIGHTS

Ruben Lenten is a renowned kitesurfer who defeated cancer.

To launch a new phone, Samsung's agency invited a pack of well-known Dutch rulebreakers: people who broke certain barriers in their lives. These rulebreakers, in this case kite surf legend Ruben Lenten, should motivate the Samsung target audience to chose their own path, to breake their own rules, and to celebrate their own choices.
Our task was to find a visual strong way to showcase Ruben. Portraits of people have been done over and over, our challenge was to make it watchable, visually attractive and overall just solid crafted work. The brief contained no script nor settings.

It was the director's challenge to collide personality and the filmic approach, so it fully embraces the heart of what the campaign is about. For the integrity of the campaign it's of paramount importance the target audience could emphasize with Ruben. We wanted to make more than just the occasional docu portrait. This film should show the personality of Ruben in any way possible.