Tommy Jeans X ADE X Appelsap

Branded content | Concept + Production

Agency: Appelsap
Client: Tommy Jeans
Supported By: ADE
Online, multiple platforms


For the launch of their new collection Tommy decided to team up with ADE. With this new collection, paying homage to the good old nineties, they wanted to show the world Tommy has been around for a long time. Being one of the first brands to openly support black hip-hop artists they have a legacy that goes way back.

They asked us to come up with a video-concept linking the new collection to internationally well knows music festival ADE in Amsterdam while addressing a young urban target audience.


We came up with a concept that included popular artists looking back to the nineties exploring the influence and inspiration it still has on their work today. We asked Dutch hip-hop artist Adje, and Belgium DJ Black Mamba to define this period in time, linking it to today’s music and art.

We looked for a filming and editing style which included both elements of old-skool nineties as well as new and fresh-looking visuals. All together resulting in a very interesting mix of styles and images.


Director: Joep Knevel
Concept: Elek Visser
Executive Producer: Roland Punt

Producer: Merel Mok
DP: Jeff Harmunanto
First AC: Marijn Wouters & Marijn Ouwerkerk
Gaffer: Christian van Marle

Boom Operator: Daniel Berends
Styling: Jazzmin Nilsson
Make-up: Charlotte van Beusekom

VHS: Tristan Hageman

Edit: Ijen Mekers & Jeff Harmunanto
Grading: Nick Oostdijk

de Waterkant
Wiecher Troost