PETER HAMELINCK

Highlights from my fashion and commercial work for brands like G-star RAW, Scotch & Soda, Twitter, Samsung and more.

This global introduction campaign launched during New York Fashion Week to let the world know denim brand G-star RAW also started their own eyewear collection.

For this campaign I collaborated with Dutch industrial designer Bertjan Pot who crafted these masks especially for the campaign. Just like G-Star, Pot is fascinated by production processes and material experiments that lead to innovative design. 

Bertjan Pot received the Dutch Design Award for his mask collection and this outdoor campaign struck a Gold Award at the Art Directors Club Netherlands (ADCN).

Coffee wakes most of us up every day, yet most of us don’t know the first thing about where it comes from.

In this mini documentary we visited Honduran farmers during the harvest season to hear stories of what the coffee industry and their land has given them.

Director Robin de Puy

DOP Maarten van Rossem

Nomad Outdoor

When The Nomad Company invited me to propose a new visual direction for their upcoming campaign my heart made a jump. As an outdoor lover, hiker photographer and creative director this combined all of my passions.

In the spirit of the founder of this 45 year old heritage brand - and his approach to life and branding, I wanted to bring a visual story that hopefully inspires people to enjoy the outdoors. A real experience.

With a bunch of outdoor enthusiasts, the client and director Sem Polak we actually hiked The Fishermen’s Trail in Portugal while I photographed Nomad’s campaign and summer ’23 product line.

Shot and directed by Rankin this G-star commercial features the now iconic G-Star Skeleton Dog morphing into objects and personas by way of a series of explosions. 

The campaign showcases all the components needed to construct a pair of jeans, embodying the ‘destroy to create’ design ethos and continuing G-Star’s exploration into denim and its unlimited possibilities.

Starring Kasabian' guitarist and songwriter Sergio Pizzorno and ballerina Keenan Kampa, the first American to dance in Russia’s prestigious Mariinsky Ballet.

In 2014, G-Star re-thinks the status quo and re-thinks beauty. With chess as a metaphor for life the campaign is a call to think and re-think every move, to always move forward.

World champion chess Magnus Carlsen and super model Lily Cole enter a fantastical game of chess in a surreal landscape of concrete and steel.

Drawing a link between Carlsen, Cole and G-Star, the film shows how an uncompromising attitude is key to moving forward, in any pursuit.

Rulebreakers.

Great client Samsung is constantly striving to break the barriers of technology and design. The Galaxy S8 | S8 + is an example of this. They innovate to make everybody's daily life just as easy, fun and better.

When Samsung briefed us on the launch of the new S8 the infinity display stood out from a design perspective and that kickstarted our thinking process.

We connected the 'borderless' design with the mentality of 'rulebreakers'. Rulebreakers are innovative, passionate and have a huge drive to make progress. They show that the most beautiful things happen when you get out of the box. 

They follow their own path. Have the guts to make independent choices, not hindered by rules, conventions, and opinions. Barriers are there to break through. Just like Samsung.

Enjoy The Rulebreakers.

For the global summer 2014 G-star campaign I worked together with artist Phil Hale who created a series of collages that depict Magnus Carlsen and Lily Cole in fractured poses.

Made by hand from multiple images shot by Phil, the art pieces reflect G-Star’s desire to rethink conventions.

Phil Hale is is an American figurative painter who resides in London.

PassaSports — Rebranding a Multi-Sport Powerhouse

Anyone with a passion for sport will know the name: PassaSports.

They’re the force behind well-known online retailers such as TennisDirect, HockeyDirect and VoetbalDirect. Recently, these were unified under one strong and consistent brand identity — now known as PassaTennis, PassaHockey, PassaVoetbal, PassaRunning, and so on. Logical, right?

Together with my long-time friend and designer Tino Nooten, I led the creative direction and design for a complete rebrand of PassaSports. Inspired by their dynamic new pay-off, “Beat Your Best,” and their distinctive hexagon logo, we developed a visual and verbal identity that captures the drive, energy and mentality of sport.

It’s about pushing a little further.
Moving a little faster.
Becoming that bit better.
Beat Your Best.

The rebrand was rolled out across all key assets — including outdoor, advertising, video, social, website, EDM, packaging and internal communications — creating one unified, energetic and performance-driven brand world.

As part of the Autumn/Winter 2023 campaign for Dutch retailer Kleertjes, we produced two commercials and an out-of-home campaign to showcase to the Dutch audience that Kleertjes is the one-stop shop for all your children's needs.

Concept: Dylan de Backer + Hakan Coskunsoy

Creative Director: Peter Hamelinck

Director: Dylan de Backer

Photographer: Jasper Zwartjes

PassaVoetbal x Nike – Beat Your Best
30” TVC + social edits (2025 UEFA Women's EURO campaign)

In the run-up to the UEFA Women's EURO 2025 in Switzerland, we created this campaign for PassaVoetbal, in collaboration with Nike. At its heart is rising star Veerle Buurman — a player whose journey perfectly reflects the campaign’s rallying cry: Beat Your Best.

From local pitches in Bemmel to the professional stage at PSV, and now on her way to the Dutch national team — Veerle's story is one of talent, drive, and relentless ambition.

More than a commercial, this was a call to action: encouraging all girls across the Netherlands to follow their passion, lace up, and play. Supporting women's football is not just a message — it's a mission for PassaVoetbal.

On Saturday the 12th of August 2017 rallying white supremacists and a small group of counter protesters clashed brutally in Charlottesville, Virginia after a white nationalists demonstration.

President Donald Trump takes to Twitter to offer a generic condemnation of the conflict that is unfolding.

The days after, rallies are held across the USA in honour of the three dead and dozens more injured. The whole world is watching the riots in fury.

At that moment former President Barack Obama wrote a tweet about the violence in Charlottesville that became the most liked and shared tweet in the history of Twitter. A quote from Nelson Mandela's autobiography 'Long Walk To Freedom'.

We are all born to love.

Born To Love.

We created these series of posters to announce different performances for the Nederlands Dans Theater.

Nederlands Dans Theater (Netherlands Dance Theatre) is a Dutch contemporary dance company founded in 1959 and highly successful all over the world.

We worked closely together with Jiří Kylián, the second artistic director who brought unprecedented recognition and success to NDT.

For us it was important to reflect his style that includes exploring the limitations and capabilities of space, body parts, contrasts and humor.

The posters were made in collaboration by Dutch photographers duo Giuliyani and won doible Gold at the prestigious Dutch Photography Award PANL

A weather relevant digital campaign to promote a wide range of jackets (from raincoat to wool) in all European countries with all of their own winter weather (from severe snow to light breeze).

On digital outdoor billboards wintercoats were shown linked to the local weather date. A raincoat was featured on a rainy day or a wind jacket is shown on a windy day. 

The Whatever, Weather! campaign was rolled out in every European country where Scotch & Soda is based.

Twitter has 321 million active monthly users and has less than 4,000 employees and they’re looking for more.

Twitter is an ever-changing platform with ever-evolving issues and impossibles – and we took their global problem solving spirit to create a maiden talent campaign including four hero films, social films, GIFs, photography and website overhaul.

Shot on location in New York, San Francisco, London, Madrid and Singapore, we conducted interviews and surveyed stories from over two hundred Tweeps around the world.

Tour of Legends ’21, the latest Porsche campaign was created in close collaboration with the lovely people from DentsuAchtung Amsterdam.

Sometimes a creative brief immediately leads the art-directional heart to the vein of gold. In this case it was the work of legendary Porsche brand designer Erich Strenger who left his mark on the design language of Porsche in the early 50’s and 60’s.

Tour of Legends https://tour.porsche.nl is a driving experience available for classic Porsche owners with 12 unique beautiful routes, one in each province of the Netherlands.

The boxes with route booklets and collectors item posters are reminiscent of classic racing posters, retaining a sense of vintage class and energy.

With Tweetphony, created to save the Dutch Metropole Orchestra, visitors turned simple 140 character tweets into great music.

When the Metropole Orchestra’s subsidy and existence were under threat, we tried a whole new approach. Tweetphony is a symphony crafted entirely by tweets based on letters associated with musical notes and played live by the 52 musicians.

The case won more than 30 national and international industry awards including a Gold PR & Silver Cyber at Cannes Lion, Webby Award for Social Entertainment, D&AD Woord Pencil for best use of social media, ADC Silver for best use of technology, Gold in Montreux, Eurobest, ADC and many more. 

But most important, it saved the orchestra from a downfall and we're happy to tell you the Metropole Orchestra is alive and kicking again.