Production Company 100% Signs Three Directors in One Go

Oct. 06, 2026

With Koen Mortier and Joe Vanhoutteghem, 100% adds two of the most awarded Belgian commercial directors of recent decades to its roster. Together they have won more than 18 Cannes Lions and built an impressive international portfolio. Alongside their individual work, Mortier and Vanhoutteghem operate together as Lionel Goldstein, the directing duo with which they have been making absurdist, melancholic and distinctive films for over twenty years.

Mortier has directed award-winning commercials for Eurosport, Toyota, Hornbach and the European Parliament, among others, and made Push To Add Drama for TNT, the most awarded Belgian campaign ever. His work is recognisable by its raw, cinematic visual language and a preference for emotionally charged, often confrontational stories. In feature films, Mortier goes even further: he directed the cult film Ex Drummer, and with his most recent film Skunk (2024) he won the Best Film Award at the 2025 Ensors and made the most-watched Flemish film of the year.

Vanhoutteghem started out as an animation director and grew into a uniquely versatile all-rounder, with award-winning work for Amnesty International, Nike, Unicef and IKEA, among others. His style combines visual precision with a keen sense of emotion and tone, and moves effortlessly from layered, socially charged campaigns to outstanding music videos that have won him numerous awards. Recent projects for the Dutch market include campaigns for SKODA and the well-received Wonen for ABN AMRO. Two films for AXA Health were also released recently, showing exactly the offbeat combinations that make Vanhoutteghem so special.

Together, as Lionel Goldstein, Mortier and Vanhoutteghem show a very different side: absurdist, melancholic and humorous films, but always credible. They often write their scripts themselves, giving their work an emotional depth and familiar scepticism that sets their work apart internationally. Besides commercials they also make music videos, including the memorable clip for Zwangere Guy's Wie is Guy, which they wrote and directed themselves and which helped lay the foundation for his image. Lionel has been winning major awards for over 20 years, and that shows no sign of slowing. In 2024 they won Gold, Silver and Bronze at Cannes Lions for their international AXE campaign The Robbery (with Lola MullenLowe). They also continue to work on the annual Equal Pay Day campaign with Mortierbrigade, which has already earned a Gold Lion.

Gijs Determeijer, partner at 100% said:

"For as long as I've been making commercials, I have followed their work with great admiration and, sometimes, even envy. Over the years we have built a close bond with their production company in Belgium, partly because they also rep a number of our directors for the Belgian market. The fact that we both make fine fiction and documentary films alongside commercials also makes us a good fit as production companies. I'm looking forward to shaking up the Dutch advertising world a bit with their work. They love teasing the Dutch, so I'm curious whether the Dutch agencies are finally ready for them․"