Tijjani Reinders
Meanwhile, Tijjani Reinders is a player for Manchester City, but at the time we were working together he was still with AZ. From there, we developed a unique concept for his participation in the EC24 that made it clear to all fans that Tijjani would play in this EC.
Together with Tijjani and AC Milan, we have now reached a total of 964,000 fans, and the reactions to the video are positive.
Year
2025
Sector
Football
Timeline
4 weeks
Abroad, with limited time and limited resources and locations, we did not let ourselves be hindered from getting the maximum out of the production.
Filming abroad always brings its own challenges. We were limited in the amount of gear we could take with us, which meant we had to think extremely efficiently during production. The first choice we made was the style of the video. Tijjani is a reserved guy, and that's why we opted for a raw style — a style that not only requires less gear but also perfectly fits who he is and what he needs to convey.
Another kind of video than usual, but so fitting with Tijjani's identity that even AC Milan wanted to use the production.
We have consciously chosen to make the main thread of the film about the person Tijjani himself, combined with his journey towards the dream that many children share. It is not a conventional approach compared to what players usually post on social media when they announce something significant. Usually, the performances speak for themselves — we have taken a different route. In this way, we wanted the fans, just like Tijjani himself, to realize that this is not just any tournament, but a moment with emotional significance.
“There was a shot in my head that I knew would make the video” — Max Meijer, Creative Director
During the three days we were in Milan as a team, and in the period prior to the production, we did everything we could to get permission for one crucial shot in the stadium: Tijjani walking in an empty stadium, to show how immense it is to be on such a large stage. Due to the busyness at the club, it was not possible to get that permission in time.
A week after the recordings, we finally received the green light. So we flew back to Milan for one day a week later to shoot that one, promising shot that completes the video.
