Van Calster Dubbel Voordeel
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.
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?
30-second broadcast version 16:9 · 30 sec · with voiceover & subtitles
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
CONCEPT &
STORYTELLING
Every scene was meticulously scripted in a storyboard in Figma — from narrative arc to shot transitions — before a single frame of footage was generated or composited.
"The same small exaggeration and emotion the client asked for — I decided to express through the atmosphere of cinematic horror."
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.
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.
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.
Audio files will be loaded when media assets are uploaded to the repository.
FULL-SCALE
CAMPAIGN
With the video locked, I scaled the campaign across every remaining channel.
GDN Banners
SMM Content
Print / Polygraphy
Website Content
Interactive Before / After
Move the divider to compare the before and after renovation states. Drag or hover across the image.
Client