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Van Calster Cinematic TV Spot
& 360° Campaign Van Calster
Cinematic TV Spot
& 360 Campaign

Client: Van Calster

Year: 2026

Creative Execution: Oleksandr Kukharyk

EXPLORE FULL CASE

01 / Overview

THE CHALLENGE

Van Calster Vloeren & Badkamerrenovatie, a prominent Flemish retail and renovation brand, approached me for their "Dubbel Voordeel" (Double Benefit) promotion — offering free demolition plus a 40% discount on sanitaryware. The brief was wide open: create a key visual from scratch, with emotion and a touch of exaggeration.

About the Project

My usual workflow is to develop a single anchor key visual — then scale it across the entire campaign: print, GDN banners, SMM, website content, interactive before/after, and animated 10-second cuts adapted for social and YouTube. The key visual becomes the source of truth for every format.

This wasn't the first campaign I'd done for Van Calster — so when the client asked me to come up with the concept entirely from scratch and specifically wanted something with an emotion or a touch of exaggeration, I had enough context to go somewhere unexpected.

During the ideation process I arrived at a cinematic horror concept — and decided straight away to think in terms of animation, not a static image, since the idea was inherently about motion and atmosphere. So instead of a key visual, I developed a full advertising spot with voiceover.

After the presentation, the client was so impressed they decided to air it on RTV and RTV+ in Flanders during prime time. I received the broadcast technical specs from the TV channels and produced the final version for television.

02 / The TV Spot

CINEMATIC
HORROR CONCEPT

The "small exaggeration" the client asked for became the backbone of the entire campaign. Bathroom renovation — with its dust, demolition and chaos — is genuinely stressful. Why not lean into that fear?

Aired on RTV & RTV+ · Flanders · Prime Time · 2026

After the broadcast version was finalized, I adapted the spot for all remaining campaign placements — adding subtitles for silent autoplay environments. Sound design carries a huge part of the atmosphere here, so the subtitles ensure the story lands even without audio.

1 : 1

Social Square

9 : 16

Reels / Stories

16 : 9

YouTube / Pre-roll

03 / Script & Storyboard

CONCEPT &
STORYTELLING

I mapped out each shot in Figma, pairing the action with its voiceover before generating or animating the footage.

Storyboard

Hover or tap a frame to see the final shot.

9 SCENES

01Uneasy arrival

A slow camera move through a wrecked bathroom. Loose lamps flicker and spark; horror ambience builds, then the lights go out.

VO
“Wordt je badkamerrenovatie
een ware horrorfilm?”
02The message

A flashlight sweeps across the tiled wall, revealing a message: “Laat het over aan de profs”.

VO
“Laat het over aan de profs.”
03Camera drop

The camera drops to the floor, facing the old tub. The lights flicker, then cut to black.

SFX / NO VO
No voiceover. A heavy impact, flickering lights, then silence.
04The reveal

A worker pulls his hand away from the camera. Cut from black to the same room, brightly lit, with tools in the foreground — echoing Van Calster’s real-world practice of installing on-site cameras to capture renovation timelapses.

VO
“Van Calster regelt alles”
05Demolition

Two workers dismantle the old bathtub. The camera stays low and locked in the same position.

VO
“Nu met dubbel voordeel.”
06Tub removal

A worker carries the old bathtub out of frame; a second worker holds the other end off-camera.

VO
“Gratis uitbraak van je oude bad”
07Cleared space

The same locked-off view, now empty. The tub is gone, leaving an exposed wall and demolition debris.

VO / CONTINUED
The previous line continues over the cleared space.
08Transformation

Match cut to the finished bathroom: a walk-in shower, new sanitaryware and fitted furniture.

VO
“en veertig procent korting op sanitair”
09The offer

The offer packshot closes the spot: hanging tags, the broken bathtub, and a call to request a quote.

VO
“Badkamerrenovatie met dubbele voordelen
Vraag je offerte aan.”

"The same small exaggeration and emotion the client asked for — I decided to express through the atmosphere of cinematic horror."

Hook

A gloomy, dated bathroom. Flickering light. An uneasy silence. Then the question drops over the image: "Is your bathroom renovation turning into a real horror movie?" — pulling the viewer in from the very first second.

Build-up

The camera pans slowly left to a cracked tile wall. A flashlight beam cuts through the darkness, landing on a message scrawled on the surface: "Leave it to the professionals." Tension mounts.

Brand Reveal — Breaking the Fourth Wall

Suddenly, the camera drops to the floor. Suspense hits its peak. The light flickers — then cuts out entirely. A beat of pure darkness. Then: a sharp, bright cut. A renovation worker activates a camera on-site, which simultaneously breaks the fourth wall and mirrors the visual language of real job footage. The voiceover steps in, confident: "Van Calster takes care of everything."

The Offer

We reveal the double benefit. A shot of the old bathtub being carried out perfectly underscores the "Gratis uitbraak" (free demolition) line. Then a reveal of a brand-new bathroom interior with sanitaryware, and the voiceover delivers the second punch: 40% op sanitair.

CTA & Packshot

The voiceover rounds out the headline: "Badkamerrenovatie met dubbele voordelen." The packshot appears — clean, confident, branded — closing the spot with clarity after all the atmosphere.

04 / Video Production

AI-DRIVEN
PRODUCTION

The visual foundation of the spot was built through AI image generation — using detailed prompts, real references, and state-of-the-art models to produce key frames and scene assets, with strict attention to the specifics of bathroom renovation.

All sanitaryware and key installation elements are real products sourced from the client's price catalog — generated from those references to maintain authenticity. Once the key frames were locked, I used top-tier AI video generation models to animate each scene from those stills, applying detailed motion prompts to achieve the cinematic horror feel.

Client catalog / 05 references

Real products behind the frame

Hover or tap a marker to match each item in the generated bathroom with its original catalog reference.

Generated white bathroom containing five products sourced from the Van Calster catalog

Some scenes were built entirely in After Effects without AI generation — most notably the flashlight beam scene with its shadow animation and atmospheric light flicker. This allowed for frame-accurate control over the pacing and tension of those critical moments.

After Effects — flashlight scene interface Timeline view · shadow animation · light flicker compositing

05 / Sound Design

AUDIO BUILDS
THE HORROR

Sound design carries the lion's share of the atmosphere in this spot. Every layer was carefully selected and mixed — from the horror ambient bed to each individual SFX hit.

The audio stack is built on a fitting horror ambient foundation with dynamic SFX precisely timed to each cut and visual beat. The voiceover was generated via ElevenLabs using a voice profile as close to Flemish Dutch as possible, then organically mixed into the final audio track.

Horror Ambient Background Layer

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Cinematic Horror Impact Reveal SFX · Impact

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Horror Transition — Blade Slice SFX · Transition

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Massive Horror Cinematic Impact SFX · Impact

—:——

Packshot Sound End Card · Audio Sting

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Voiceover (ElevenLabs) VO · Flemish Dutch

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