Most of us take things like shampoo or deodorant for granted—but for many, they’re a quiet luxury. In the Netherlands, one in five people can’t always afford basic care products. In Belgium, it’s one in four.

This campaign for Kruidvat, made together with Stichting Armoedefonds and the Belgian Federation of Food Banks, shines a light on hygiene poverty. I directed a cinematic TV commercial that captures the emotional distance it creates, along with a series of raw, intimate portraits of people living this reality.

CREDITS

Client: Kruidvat
Agency: DDB, Pol Hoenderboom
Production Company: Wefilm Amsterdam
Director – Juliette Stevens
Producer – Ellis Thomas
Production Manager – Erik Mertens
Location Scout – Allard van der Spek
Director of Photography (DOP) – Lennart Verstegen
1st Assistant Director (1st AD) – Tony van der Veer
2nd Assistant Director (2nd AD) – Sanne Goudswaard
Focus Puller – Tein Brouwer
2nd Assistant Camera (2nd AC) – Stevie Vos
Video Playback (VTR) – Menno Looijen
Gaffer – Nicholas Burrough
Best Boy Electric – Patrick Galvin
Lighting Technician – Boris Bergshoeff
Lighting Technician – Marcel van Rossum
Grip – Tim de Heer
Sound Recordist – Job Michel
Art Director – Sanne Schat
Set Dresser – Eve de Rijke
Art Runner – Pablo Nieuwkerk
Wardrobe Stylist – Esmée Croqué
Wardrobe Assistant – Chanty Nolten
Make-up Artists – Annemiek Bohnenn, Laura van Egdom
Production Assistant – Veerle Duvalois
Production Assistant – David Chen
Location Manager – Pepijn Pekelharing
Editor – Amber Hooijmans
Color Grading – Joppo, De Grot
Composer – Jorrit K. & Jacob Meijer
Sound Design – Jeroen (DDB)
Casting (Lead Roles) – Oi Mundo Casting Antwerp
Casting (Supporting Roles) – Roos Drupsteen
Cast: Pablo Correa, Sam Ceyssens, Bea Verbeeck

Documentary Portraits for Social Media

Producer – Wefilm / Ellis Thomas
Creative – Pol Hoenderboom, DDB
Director & Sound – Juliette Stevens
Camera & Lighting – Wilko van Oosterhout
2nd Camera & Lighting – Luc Roes
Art Director – Sanne Schat
Make-up Artist – Laura van Egdom
Cast: Eddy, Sara, Angelas & Loes