Share the Vibe: Niels Groenendijk
'I was born in Germany, grew up in Arnhem, and moved to my own place in Eindhoven about 15 years ago. I graduated from the art academy as a graphic designer and did a minor in video during my studies.
After that, I developed identity designs for six years. During my time as a corporate graphic designer, videography was my hobby. But one day, I decided to turn things around. Video became my main occupation, with my graphical background as supporting knowledge. It started because I wanted to explore what else is possible besides just making a static logo. I then took a course in animation and combined this with video. Now I am trying to work at the intersection of graphic design and video.'
'Once every while, I work with SHANDY BEATS and Timmy Vanilli. Timmy is an old friend of mine. We started Inline-Skating and making skate videos. Through Timmy, I met Shandell James, a very talented music producer from Eindhoven. Eventually, the three of us began doing projects together.'
About the campaign
'I recently saw a postcard of Eindhoven in a bookstore with an image that did not accurately represent the city at all. It shows a very grave visualization, while Eindhoven has a futuristic side. If you look closely, you can see many of these futuristic shapes in the city. I aim to reveal these things.
My inspiration for the film shots is drawn from science fiction films like Total Recall. I put the Eindhoven logo in a grid and made the sign from perspex with LED lights. The logo features in this video. Timmy was the actor in the clip and helped edit it. Shandell made the soundscape. Our tribute to the city is to show its futuristic aspects. Eindhoven as the new kind of Dubai.'
'Eindhoven is a city with a steady base you can always get home to. At first glance, it seems a bit dull, but it is an exciting city with friendly people if you dig deeper. It always surprises me how much talent is present in this city. Eindhoven has some magic formula by which it produces creative talent.'
'On the one hand, Eindhoven can be calm and quiet, and on the other hand, it is bustling with energy and is full of ideas and innovations. The serene atmosphere, the creative possibilities, beautiful areas, the immense number of great exhibitions and nice restaurants make me feel very comfortable here. At this moment, Eindhoven has this vibe that everybody wants to make very cool stuff. Everyone is helping each other a bit, and everyone knows each other in this city. I like the creative work environment here.'