"NEXT GEN" COMMERCIALS

Next Gen Commercial is the name of a new category with which the International Amsterdam Film Festival puts the spotlight on commercials that dare to be imaginative and artistically provocative.

The Next Gen Commercial category recognizes all those creatives who have the guts who stay true to their innovative ideas rather than conform to a sometimes less receptive advertising industry. The Amsterdam Hero Award will be given to the most inspiring Next Gen commercial, selected by jury members Henri de Maar (director), Remco Marinus (Creative Director at Lemz) and Astrid Prummel (Adformatie).

Curated by Patrick van Haperen (creative at ph/law), the Next Gen Commercial program will not only show the most cutting-edge work by young Dutch creatives, but also features two high-profile guest-speakers:  Peter van der Helm  (Co-founder/Creative Director at ph/law) and Rodger Beekman (Creative Director at FHV/BBDO) who will share
their point-of-view about the role of creativity in today's advertising world.

PETER VAN DER HELM

Peter van der Helm is co founder and Creative Director at ph/law, which is connected to the worldwide global network of the Lawfirm. Peter is know to be an awarded - creative who comes up with creative A to Z concepts and knows how to get them done with usage of a remarkably amount of enthusiasm.

RODGER BEEKMAN

Rodger Beekman is Creative Director at FHV/BBDO and was the co-founder/
owner of the open source-advertising agency 60 Layers of Cake. Rodger
has been awarded 4 Lions for work over the years at
different agencies such as BSUR and DDB. Next to advertising Rodger
started to develop his interest in film as a film director, with
recently finishing his movie 'Kuru'.