The New Originals
Rutger van Leeuwen

“The box is a metaphor for our common thinking”

Amsterdam is renowned for being one of the creative capitals where boundaries blur and diversity is celebrated. This is the city where The New Originals was born, a brand initiated for creatives with similar mindsets.

The New Originals creates performance clothing for creatives. The nine dots in The New Originals logo symbolize ‘The Box’, and refer to a puzzle where the is solution is outside the box. Think Outside The Box aims to inspire (young) creatives to think greater.

Through visual storytelling, upcoming director Rutger van Leeuwen portrays his take on the subject. Within 60 seconds, the film takes you on a visually exciting journey that presents think outside the box and the consequences once the daily routine and ordinary thought processes are broken.

The clip contains three essential parts, starting with a black box drifting through the air. As Rutger explains: “The box is a metaphor for our common thinking. It shows our standard thoughts, which are often afraid to go beyond the ordinary.”

The video, shot on all different kind of video formats, quickly builds up to the climax, emphasizing the positive effects of deviant thinking. “The personages reach euphoric moments once they think outside the box. It is all about the sense of joy and happiness, which is released once you break through standard routines,” says Rutger.

The New Originals aims to unite all innovating and likeminded people in Amsterdam by creating a unique performance wear collection. With its clothing, they want to stimulate young creative individuals to do the best they can. “This project brought such awesome people together, all with a different set of creative and original skills, leading to an amazing result,” says Rutger.



Director: Rutger van Leeuwen
Executive Producer: Merel Blom, Deniz Alkac
DOP.: Woutair Koomen
VHS, video8, fotografie: Sophie Hemels
VHS, video8, fotografie Producer: Stijn Meijer
1st AC: Jurrien Kemp
2nd AC: Rohwel de Rot
Gaffer: Leon Valero
Art Director: Jesse van der Kolk
Production Design: Ciro Duclos
Styling: Suze Kuit
PA: Kogob Selase
Editor: Rutger van Leeuwen
Animatie: Rick Kcir
Composer: Vincent Paolo Corputty
Sound design: Danny van der Lugt
Mixer: Nicky Gallardo
Grading: Erik van den Heuvel @ De Grot
Concept: Rutger van Leeuwen
Production Company: Bruut Amsterdam
Produced by Merel Blom

Cast: Sonny Kuit, Hans Badu, Jacquill Basdew, Kiara Velthuis, Gilles Wijntuin, Bodil Ouedraogo, Stijn Meijer, Tommie Jansen, Hanna van den Berg, Siep Meijer, Tirino Yspol, Shahine El-Humus, Calis Nyarko, Sammie Straub

Special thanks to Max Maloney, Westerpark Studios, de Grot, Itai Verhoeckx