KesselsKramer Shows Perfect Match Between Art and Youth

Oct. 01, 2024

Combinations

Striking encounters between the diversity of young people and works of art or museum environments are the new campaign that aims to position the museum among a younger target group as a sanctuary for all beliefs. From paintings and sculptures to architecture and botanical gardens, each artwork or museum environment forms a perfect combination with its visitors of all shapes and sizes. The campaign shows that not only is there a museum for everyone, the museum is there for everyone. 

Styling first

Together with casting director and stylist Ellie Uyttenbroek, known for her role in the iconic photo series "Exactitudes", we looked for special similarities between artworks/museums and young people from her network. The combinations were visualised by photographer Zarah Reijs and cinematographer Maxime Desmet.

Maartje Slijpen, Kesselskramer said:

“Our goal was to find the strongest possible connection between artworks and people, therefore we decided to make the casting process the most important part of the production. With a spectacular result."

 

Ellie Uyttenbroek said:

"The artwork selected reflects the diversity of young people. It is important that the art speaks to people. Choosing photographer Zahra Reijs was a natural step; she has a strong connection to the people and places we want to capture.