This campaign sheds light on an issue that often goes unseen — for one in five people in the Netherlands, everyday care products like shampoo or deodorant aren’t a given. What begins as a small, physical discomfort can quietly grow into feelings of shame, insecurity, and eventually social isolation.

For the TV commercial, I took a fictional approach — a stylized narrative that captures this emotional distance in a subtle, cinematic way. The film was broadcast in both Belgium and the Netherlands.

Alongside the commercial, I also directed a series of documentary portraits featuring real people living in hygiene poverty. These stories, shown below the TVC on my website, bring the reality behind the campaign into focus with raw honesty and intimacy.


TVC

Klant: Kruidvat
Bureau: DDB, Pol Hoenderboom
Productie: Wefilm Amsterdam
Director – Juliette Stevens
Producer – Ellis Thomas
Production Manager – Erik Mertens
Locatie scout - Allard van der Spek
DOP – Lennart Verstegen
1st AD – Tony van der Veer
2nd AD – Sanne Goudswaard
Focus Puller – Tein Brouwer
2nd AC – Stevie Vos

VTR – Menno Looijen

Gaffer – Nicholas Burrough
Best Boy – Patrick Galvin
Belichter – Boris Bergshoeff
Belichter – Marcel van Rossum

Grip – Tim de Heer
Sound – Job Michel
Art Director – Sanne Schat
Set Dresser - Eve de Rijke
Art Runner – Pablo Nieuwkerk

Wardrobe Styling – Esmée Croqué Wardrobe
Styling Ass. – Chanty Nolten
Visagist – Annemiek Bohnenn , Laura Van Egdom
Production Assistant – Veerle Duvalois

Production Assistant – David Chen
Location Manager – Pepijn Pekelharing
Edit Amber Hooijmans
Grading - Joppo, De Grot

Componist - Jorrit K. en jacob meijer
Sound - Jeroen DDB
Casting (Hoofdcast) - Oi Mundo Casting Antwerpen
Casting (subleads) - Roos Drupsteen
✨ Cast: Pablo Correa, Sam Ceyssens, Bea Verbeeck

Docu portretten voor socials

Producer – Wefilm / Ellis Thomas
Creatie – Pol Hoenderboom, DDB
Regie & Sound – Juliette Stevens
Camera & licht – Wilko van Oosterhout
2nd Camera & licht – Luc Roes
Art Director – Sanne Schat
Visagist – Laura van Egdom
Production Assistant – Ferry van den Bemd
Edit – Double East - Kevin Kamphuis
Grading - De Grot - Wietse van Bezooijen
Sound - Jeroen, DDB
Research NL – Janicke Bijlsma
Research Wallonië – Fien van Rostenberghe
Research Vlaanderen – Isabeau Cooman