Branding // Ad Agency The less you reveal, the more people can wonder // Volume 01
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©2017 Mise au Point Volume 1
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LET’S GATHER EDITOR’S LETTER
Thank you for choosing mise au point. At mise au point we value each and every customer and would like to thank you for helping us spread our love for branding and advertising. Mise au Point is settled in the capital city of the Netherlands, Amsterdam. We are located in Amsterdam because Mise au Point is a Dutch company. It was established in 2016 by Mike de Weerd. In this volume we will talk about our first campaign ‘‘The less you reveal, the more people can wonder’’. It’s about what we want to communicate with the world. Furthermore, we explain what branding is. What do you need to know? Of course we will do the branding for our customers, but it’s good to know what we will do for you. Another topic are the artists we work for, Alessia Cara and Broods. This volume includes interviews with these talented artists. These artists are two breakthrough artists at the moment and we are glad to work for them. In the last few topics you can read about some work of Mise au Point. Kind regards, Mike de Weerd
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TABLE OF CONTENTS VOLUME 1 // 2017
BRANDING
ABOUT US
ALESSIA CARA
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20
62
AMSTERDAM
BROODS
SUBTLE NUDITY
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90
104
SAD LIFE
INTO THE
PRIDER
WOODS 108
110
MIKE
DRAWINGS
136
144
128
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BRANDING
UNDERSTANDING BRANDING AND WHY BRANDING IS IMPORTANT WORDS:
LINDSEY CRISTEN
KAITLYN - THE CROWN FOX
PHOTOGRAPHY:
MIKE DE WEERD
U N D E R S TAN D I N G B R AN D I N G KAITLYN - THE CROWN FOX
W H AT B R AN D I N G I S N’ T The way my brain works, it’s easier for me to understand
They have a really well designed and considered brand
what
identity.”
something
isn’t
first.
Branding
isn’t
“just
a
logo.” Branding isn’t “just a website.” Branding isn’t “JUST _________ (fill in the blank with any one word).”
Had their Instagram feed been just daily posts of their
I can say that anything you put in the blank is wrong,
logo, would I even be following them? No. Branding is more
because branding is way more than a simple one-word
than your logo. Your logo is an element of your branding,
answer.
but just an element.
Let’s talk about how branding isn’t just your logo.
W H AT B R AN D I N G I S
Do you know how many companies I follow on Instagram?
That definition of brand identity is “how a company wants
I don’t, but for purposes of this post, let’s say I follow
to be perceived by others.” I am slightly conflicted with this
100 companies. It can be anything from one-woman
definition, because the word “wants.” I’ll explain it like this:
companies who sell hand-lettered stationery to corporate
a brand identity is created and used in an attempt to control
companies who sell a million dollars worth of apparel a day.
how a company is perceived by others – how a company
Do you know how many times I see any company’s
is actually perceived by others depends on whether the
LOGOS while scrolling through Instagram? 0. Like, literally,
brand identity is working or not.
zilch. H OW I T WO R K S Do you know what I do see? Stylized photographs that are
If Nike says “our brand identity wants to make people
consistent in their mood and colors, or someone’s desk
perceive us as a motivated fitness brand” but then all
with all their tools laid out, or someone’s hand wearing
their photos have slightly overweight people watching
really awesome rings holding a big coffee cup. Whatever
Netflix, and their tweets say things like “yesterday you
I see – it influences how I feel about that company and
said tomorrow, but it’s kind of rainy out so, like, whatevz”
what I think their values are and who their ideal customer
then their branding would be very unsuccessful. There’s a
is (and if I am that customer or not).
difference between what the company “wants” and what is actually happening.
Over time I learn about this company, I perceive things about them and I still probably couldn’t tell you what their
One way to help control what is actually happening is
logo is. Now, eventually, I’ll decide I want to buy something
to have a cohesive brand. The definition of cohesive
and I think, oh I bet so-and-so offers that, and I’ll head to
says “well integrated; unified.”
their website and I will think, “WOW! This looks exactly
be just sitting, simmering, in the back of your head at
like what I imagined in would, based off their Instagram
all time when you are out making, creating, posting,
feed. Oh, that’s their logo? That’s awesome, it’s so fitting.
whatever-ing as your company. Is this well-integrated?
That’s what needs to
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Is this unified? If it’s not – then don’t put it out there. In our Nike example, if someone was to look at the tweet before posting and say “hey, does having an excuse for not working out fit into our message? Does it make people perceive us a motivated fitness company?” the answer would be a big, fat (pun intended) NO. So they wouldn’t post it. And their brand would be better for it. For The Crown Fox, my identity does not include my awkward life tweets of things that happen on the daily. So, despite how funny I find them, I refrain from tweeting to my business account about how the grocery store put cat food and wine right next to each other for my convenience. Just like whoever runs Nike’s twitter might be totally terrible at running and like trip and fall every time they run – do they tweet about that? No! They tweet things like “Weather conditions can’t stop your run” and “You’ve only just begun.” W H AT B R AN D I N G I N C L U D E S When I create a brand identity for someone it includes visual elements – a logo, a stationery suite, color palettes, etc. But, more importantly, it includes analyzing and understanding the company, their purpose, their target client, and how they want to be perceived. MORE importantly than that, it includes helping the client to see the importance of knowing these things about their company. If you’re more of a DIYer then check out Branding 101: Building Your Base.
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It would be cool, and somewhat profitable (Maybe? I have no idea) to churn out logos for $50 a pop and spend about half an hour thinking about it. But would that help my client see success in the future? Would my client have a greater understanding of who they are, what they do, and who they serve? Would they be able to create content that pulls their target customer in and makes them more profit? Maybe! Maybe they would. But probably they wouldn’t. Probably they wouldn’t stand out in the crowd as a company that is worth buying from. Probably they wouldn’t connect with future customers in a way that builds loyalty or trust. T H E M AI N P O I N T I realize I’m like the queen of metaphors and examples over here. I’ll simplify it though. Branding isn’t your logo. Branding is everything you are putting out into the world in regards to your company, and works to build recognition, loyalty, and trust. Visually, it does include the logo. But, it also includes how you tweet, and what your sidebar graphics look like on your blog, and whether or not your images have a lot white space in them, and so on. Outside of visuals it includes understanding what your mission is, where you want your company to go, and who you serve. Most importantly, it all ties together in a cohesive and memorable way. Answering those questions confidently can take time and introspection and, for me, a lot of talking it through with others. But once you “get it” understanding how you should use social media, and what your logo should look like, and what colors fulfill those goals is “the easy part.” Okay, false, the “easier” part. If you want more help answering those questions then this is the eBook for you!
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W H Y B R AN D I N G I S I M P O R TAN T LINDSEY CRISTEN
To keep it simple, your brand is
message is without the supplemental
your
help of other elements.
first
impression.
Most
times
people interact with a brand before they see the face behind the brand.
How do you determine what your brand
Providing
accurate
values are? Reflect back to the moment
representation of your business will help
you decided to start your business,
you establish credibility and connect
and think — what makes my idea so
with your target audience. You want
unique, what do I bring to the table that
to be able to instill the right message
resonates with my target audience?
without having to say a single word.
The hard part here is making your
The hard part is — where do you begin?
audience see the honesty within your
How do you know you’re accomplishing
brand. Now more than ever people are
what you want to?
connecting with brands because of the
a
consistent,
values they hold, not just the products Let’s start by breaking down what a
and services they are offering.
brand is. It’s more than just a logo or a color palette. A brand is a well-crafted
Your brand should be seamless across all
collection of tools that together define
platforms. I’m not just speaking digitally
your business and your goals. The tools
either; print marketing is still alive, and it
within your brand should work together
isn’t going anywhere! These are two very
seamlessly as well as hold their own
different realms when it comes to your
when used individually.
brand — and both require a thorough evaluation and set of standards to retain
What I mean by this is within your brand
consistency.
toolkit you define your visual aesthetic, your tone of voice, your messaging and
I want to focus on digital branding for
your values. As a whole, these are the
a minute. Digital environments are
heart of your brand, but each piece on
rapidly changing, and require a deeper
its own should be representative of your
level of thought to obtaining and
core values and what your overall brand
retaining engagement. Here more than
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ever is where people are CHOOSING to interact with your brand, and they can just as fast choose to not to. It is important to think about how your brand can mold itself into other guidelines (like ADA compliance for websites), but still adhere to your overall brand values and messaging. The last, and most important piece to building a brand is being prepared for change. Brands EVOLVE folks. Just because 7 years ago, when your business launched you created a smashing logo, with the most out of this world messaging campaign, doesn’t mean it’s still working. Think about your brand as a person — as you grow older you learn more, you understand more, and you develop new ways of thinking. Your brand will do the same thing. You will learn more about your audiences behaviour, understand them better and how to connect with them, and even branch out into different areas you may not have predicted when you started. You don’t fit into the same clothes you did 10 years ago, so don’t force your brand to look the same either. There are many reasons that people rush into creating their brand when they first start out, but be cautious about what you’re putting out there. It will be more valuable to invest the time upfront and create a comprehensive brand strategy with standards. I’d argue that it is just as important as your business plan — and should be incorporated into the development of that plan, because first impressions go a long way, and you don’t want that first impression to be a 5 minute idea that isn’t resonating with your audience.
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ABOUT US
THE LESS YOU REVEAL, THE MORE PEOPLE CAN WONDER. WORDS:
MIKE DE WEERD
MODELS:
BART AMBERGERN
AMBER VAN DEN BERG
PHOTOGRAPHY:
MIKE DE WEERD
THE LESS YOU REVEAL, THE MORE PEOPLE CAN WONDER. A brand’s design is more than just its looks, it’s everything. How the brand communicates, how it grooms and how the brand defines itself. Without that the brand would be lost, predetermined and predictable. The essence of charm brings emotions to sense. It brings this innate understanding of what is and what will be. Your branding is what makes you who you are and what you want to be. Mise au Point is a branding and advertising agency that focuses on the branding of a brand or artist. ‘‘The less you reveal, the more people can wonder’’. This is what we want to radiate to our customers. You don’t have to reveal everything at once, just take small steps, but big enough to keep it interesting. You have to distinguish your brand from the others on the market. We also do personal branding, how to position yourself as an individual brand.
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SIMPLICITY IS THE ULTIMATE SOPHISTICATION
LEONARDO DA VINCI
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MINIMALISM OFFERS MORE SPACE, FOR FOCUS, GRATITUDE, AND MEANINGFUL WORK.
MIKE DE WEERD
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THE
ARE
DETAILS
NOT
DETAILS,
THEY
MAKE
D
E
THE
THE
S
I
G
N
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ALESSIA CARA
2016’S BIGGEST BREAKTHROUGH ARTIST WORDS:
MIKE DE WEERD
MARK SAVAGE
PHOTOGRAPHY:
JUST JARED
Canadian pop singer Alessia Cara, at the age of 20 years old, is one of the biggest clients of Mise au Point. The Toronto teenager started off by uploading cover versions to YouTube, where she was spotted by a talent scout and encouraged to write her own material. The first original song she released was Here an “introvert’s anthem” about feeling alienated at a house party. It racked up 50,000 plays in 24 hours, eventually entering the US top 10. There is something special about Alessia Cara. We all know by now she’s an incredible singer and performer however she brings more to the table than just that. When we sat down to talk with her recently, we couldn’t help but catch ourselves smiling whilst she spoke; she brought with her an energy that the whole room was feeding off and her passion for music was plain to see for all. Have a read of what she had to say...
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AN I N T E RV I E W W I T H AL E S S I A C AR A YO U R F U L L N AM E I S AL E S S I A C AR AC C I O L O - W H I C H I G U E S S I S I TAL I AN ? Yes! My family is from the south of Italy in this little place called Calabria. It’s a big part of my family, the Italian culture. I grew up around it. My parents speak Italian and I speak Italian. B U T YO U W E R E B O R N AN D R AI S E D I N O N TAR I O, R I G H T ? W H AT WA S T H AT L I K E? It was pretty quiet. I grew up in this little city called Brampton. It’s pretty suburban - there’s not a lot going on. In my neighbourhood, specifically, there weren’t a lot of other kids so I would just spend a lot of time inside. H OW D O E S YO U R N E W S I N G L E ‘ W I L D T H I N G S ’ D I F F E R F R O M YO U R B R E AK T H R O U G H T R AC K ‘ H E R E’ ?
‘I think sonically the two track are very different, ‘Here’ was more mellow, more chilled and on the R&B side of what I do whereas ‘Wild Things’ shows off the pop elements of my music. It’s a bigger, alternative, up tempo song that’s about acceptance and refusing to apologise for being who you are’. W H AT I S I T L I K E P L AY I N G T O B I G G E R V E N U E S A S YO U R C AR E E R P R O G R E S S E S? ‘It’s awesome, it’s crazy to see the growth. When I sing to these people, more and more of them are knowing my songs, it started with people knowing a few songs however its starting to turn into every song and every word and it’s just incredible.’
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W H AT D O YO U P R E F E R T O P L AY T O, A S M AL L E R , M O R E I N T I M AT E C R OW D OR A BIGGER GIG? ‘Smaller crowds are more intimidating because you can see the crowd’s faces and they’re all staring at you but they’re both equally as cool.’ W H AT ’ S I T AC T UAL LY L I K E H AV I N G FAN S AT S U C H A YO U N G A G E ? ( S H E ’ S O N LY 2 0 ! ) ‘It feels a little strange, I never thought that people meeting me would be a cool thing, I never expected it to get to this point where people look up to me. It’s been an adjustment for sure because I’m obviously still just a regular person. I’d probably be friends with my fans if i’d met them in school so it’s crazy for them to see me as someone exciting to meet’. W H AT AR T I S T S D O YO U L I S T E N T O W H E N YO U ’ R E T R AV E L L I N G AR O U N D T H E WO R L D? ‘Well Rihanna’s new album is amazing, listen to a LOT of that. I love Kevin Garrett, he’s awesome and a duo from New Zealand called Broods. Those are the main ones at the moment’. H E R E WA S O N E O F T H E F I R S T S O N G S YO U W R O T E. H OW D I D I T C O M E AB O U T ? It’s all a true story! I went to a party was in my friend’s basement where I just felt very small and uncomfortable. People were smoking and getting drunk and they were passed out on the floor. It was just awful - so I asked my mum to come and get me. The day after I had a studio session booked and I started ranting about this party and everyone was like, “we’re going to write about that!”. D O E S T H E H O S T K N OW T H E S O N G I S AB O U T H I S PAR T Y? Yes, he does - and we’re still cool. He’s happy about the success of the song. But he makes fun of me. “The party wasn’t that bad - you’re just dramatic!”
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I WO U L D R AT H E R B E AT H O M E AL L BY M Y S E L F N O T, I N T H I S R O O M W I T H P E O P L E W H O D O N’ T E V E N C AR E AB O U T M Y W E L L -B E I N G . AL E S S I A C AR A // H E R E
AL E S S I A C AR A’ S E M P OW E R I N G ‘ S C AR S T O YO U R B E A U T I F U L’ 20-Y E AR- O L D S I N G E R I N S P I R E D BY “ B E A U T I F U L, ” BY C H R I S T I N A AG U I L E R A AN D “ U N P R E T T Y, ” BY T L C
Alessia Cara debuted a stripped-down video to accompany her latest single “Scars to Your Beautiful.” The track appears on her 2015 debut album Know-It-All. Cara’s self-love anthem features cancer survivors, transgender people and others discussing their insecurities and flaws in between the verses. Singer JoJo guests on the track, also offering a personal testimonial about her own journey of self-acceptance. “A couple of female artists have done it in the past, and I wanted to put my own spin on it because I feel like you can never have too many reminders and too many songs talking about those things,” Cara told Cosmopolitan about creating a self-love and body positive song like “Beautiful” by Christina Aguilera or “Unpretty” by TLC. “It was important to put that in my own words and remind people that they are beautiful no matter what.” “I wanted to do this kind of video for a very long time,” Cara says in an interview with Cosmopolitan. “Since we had this song — and since we knew it was going to be a single — I had this vision of many different cinematic shots of different kinds of people. I wanted all kinds of people — young, old, whatever their situation, whether it’s visible scars, non-visible scars — just a bunch of different women, and there are some men in there as well because it can reach out to guys too.”
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AMSTERDAM
OUR HOME CITY WORDS:
MIKE DE WEERD
PHOTOGRAPHY:
MIKE DE WEERD
INTRODUCTION We
are
settled
in
the
capital
city
of
the
Netherlands,
Amsterdam. We chose this place because Mise au Point is a Dutch company. A domicile in Paris is our ultimate goal. This is an important target for Mise au Point. But we will stay in Amsterdam in the beginning. We choose for Amsterdam, because it’s a big international city. We can contact our customers easy and they can visit us facile. The Netherlands consistently ranks among the top places in the world to live and work, which is great for any expat to learn about the Netherlands. But a Netherlands introduction doesn’t end there. The Netherlands may be a small country in size, but certainly not in impact. The Netherlands is famed for its liberal social policies, maritime trading traditions, battles to hold back the sea, robust multiculturalism and leading technological communications, making Dutch lifestyle a mosaic of cultural intrigue. D U T C H C U LT U R E To newcomers, Dutch society might seem open and informal, but some complex social rules are at play. Ostentatious behaviour is frowned upon, egalitarianism is valued and Dutch people ‘like to be as normal as possible’.
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AMSTERDAM IS LIKE THE RINGS OF A TREE: IT GETS OLDER AS YOU GET CLOSER TO THE CENTRE.
JOHN GREEN
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AMSTERDAM IS THE PERFECT PLACE TO MEET PEOPLE, TO GO OUT AND TO RELAX
MIKE DE WEERD
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PHOTO BY: MEREL VAN LUIJK
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PHOTO BY: MEREL VAN LUIJK
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BROODS
NEW ZEALAND’S NEXT POP EXPORT WORDS:
MIKE DE WEERD
ILANA KAPLAN
PHOTOGRAPHY: UNKNOWN
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Broods Is another great succes of Mise au Point. We started
studio throughout the past year and a half. We’ve been
with them as a company, to help them out with their new
writing since we finished the tour. It gave us a chance to
album ‘Conscious’.
experiment and put out stuff you’d really want to put out on the record.
Back in 2014, New Zealand synthpop duo Broods made a huge splash with their ethereal track “Bridges” and later
YO U W R O T E W I T H L O R D E AN D E L L I E
with their debut record Evergreen. Now, Georgia and
G O U L D I N G T H I S T I M E AR O U N D. W H AT WA S
Caleb Nott are back with a new song and a new sound.
T H AT L I K E?
The brother-sister duo’s first single off of their upcoming
It’s a pretty tight-knit industry. The [music] industry is
album is called “Free,” and it’s an anthemic, pulsating
very concentrated. So, with the music industry back
pop track that shows the band moving away from their
home, everyone kind of supports everybody and knows
stripped-down songs. Instead, Broods’ focus this time
everybody. We happened to be in the studio, Lorde had
around was on creating songs that would soar during
the day off, and we wrote one song. It happened randomly.
live performances. The band’s newfound sound is in part
It was an awesome experience.
due to the help of Grammy Award-winning songwriter and producer Joel Little, who has worked with Lorde, Sam
I S YO U R U P C O M I N G R E C O R D A C O N C E P T
Smith and Ellie Goulding, just to name a few. As the release
R E C O R D? W H AT W I L L P E O P L E N O T I C E T H AT ’ S
of their sophomore record nears, we spoke to the band
M O R E U N I Q U E?
about their new single, taking a new approach to recording
There’s not really a theme or anything, but it doesn’t sound
this time around, and how they ended up working with
like the last record. It’s not as stripped back as Evergreen
Lorde.
was, which is cool. We definitely wrote it with playing live in mind. When you start playing shows, those songs you play
H OW D I D YO U AP P R OAC H YO U R S O P H O M O R E
[live] become your favorite. I think it’s a lot more honest,
R E C O R D D I F F E R E N T LY T H AN YO U R D E B U T ?
lyrically than the last record. It’s very straightforward.
For one thing, we had more time to write it. The first record we did, we had five weeks in the studio in between touring and we kind of fleshed out as many songs as we could.This time, we had time off, so we had gone into the
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I S T H E R E AN Y T H I N G YO U WO R RY AB O U T W H E N I T C O M E S T O P U T T I N G O U T YO U R S E C O N D R E C O R D? I think it’s hard not to at first when you’re taking on a second record and figuring out your sound. There are a bunch of songs that we thought could have gone on our second record. We wanted to develop our sound and evolve as artists. We did a lot of experimenting before we got there. However [putting out your second record] is scary because you want to please the people that supported you. You want the people that loved your music to love the record, but you want to do something different—even if it’s in a small way. It’s something you create from your own experiences and opinions. That’s why I feel pressure and feel nervous. When you care about something, you’re gonna be nervous about it. W H AT W E R E YO U L I S T E N I N G T O W H E N YO U W E R E M AK I N G T H I S R E C O R D? I like the same kind of singer-songwriter music that I always do. I was listening to a lot of Lykke Li and KATE BOY. KATE BOY is this Australian chick and two Swedish guys. They make insanely cool pop music. Caleb has been listening to Kanye West and KATE BOY as well—really this electronic, industrial stuff.
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T E L L M E AB O U T T H E F I R S T S I N G L E O F F O F T H E N E W R E C O R D, “ F R E E. ” “Free” is an industrial electronic track. It’s a song about a situation where you want people to know that you’re not going to compromise yourself, your creativity, and your values for the sake of material. It’s just trying to make it obvious that you don’t need all of these consequences of making good pop music. You don’t need the wild side of it to define the music you’re making. When we were in a lull, we were trying to figure out what direction we’re trying to go in. We tried to think of the reasons why we did music and started releasing music. Then “Free” happened. D O YO U F E E L L I K E T H E R E’ S A L O T O F C O M P E T I T I O N I N T H E E L E C T R O P O P S C E N E? D O E S T H AT AF F E C T YO U G U Y S W H E N YO U M AK E M U S I C? I think there’s always competition in whatever industry you work in. Whether it’s a genre of music or whatever else, there’s always competition. The way we think about it is that we wanted to find stuff that was 100 percent true to us and what we wanted to do as artists. It’s totally honest to who we are and what we feel.
W H O WO U L D YO U L OV E T O C O L L AB O R AT E W I T H C O M I N G U P ? I’d love to work with some of the female pop artists. I’d love to work with Julia Michaels—she works a lot with Selena Gomez. She’s an amazing top writer. She wrote that song “Love Myself” by Hailee Steinfeld.
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AL L I WAN T I S YO U R AT T E N T I O N P L E A S E, D O N ’ T WAN T YO U R O P I N I O N O R YO U R F E E. C A U S E T H E F R E E S T I H AV E E V E R B E E N, I H AD N O T H I N G T O S H OW O R B E S E E N, I’ M F R E E B R O O D S // F R E E
AN D W E’ R E B U R N I N G AL L T H E B R I D G E S N OW WAT C H I N G I T G O U P I N F L AM E S N O WAY T O B U I L D I T U P AG AI N B R O O D S // B R I D G E S
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SUBTLE NUDITY
AN EXPO WITH ART FROM THE ARTIST SAM DRUKKER WORDS:
MIKE DE WEERD
ART:
SAM DRUKKER
SUBTIEL NAAKT 2 0TENTOONSTELLING SEPTEMB NIEUWE
ER T/M 20 DECEMBER 2016
TE ZIEN VANAF: 20 SEPTEMBER T/M 20 DECEMBER 2016 geïllustreerde Werken
WWW.CODA-apeldoorn.NL
www.coda-apeldoorn.nl 105
poster 2.indd 1
06-06-16 21:17
I n 2 0 16 we h a d t o m a ke a n ex p o
After his studies Sam Drukker moved
fo r Sa m dr ukke r, h e i s a D ut ch a rt
to Paris to work and live (1984).
a rt i st . Th i s ex po t o ok pla c e in t h e
From 1990 he started teaching at
C o da m u se um , A p e ld o o r n .
the Wackers Academy in Amsterdam, and since 1997 he lives alternately
S AM D R U K K E R
in
Barcelona
and
in
Amsterdam.
Sam Drukker (1957) was born in Goes,
Sam Drukker is now being considered
Zeeland. Sam Drukker is a son of a doctor,
to the fourth generation of ‘ the Group’
and brother of artist Flip Drukker. Sam
and independent realists.
Drukker is a figurative painter and mostly paints humans. This subject is his focus
In 2011 Sam was nominated for Artist of
point. The art movement he attracts is
the year. He received this price on the
Realism, and the expressive art.
fith of November in 2011. On the 16th of march 2009 he published his book:
Sam
uses
various
techniques.
Getekende Liefde (drawn love). Erotic
The technique he uses the most is oil
drawings. This publication contains 49
paint for his paintings. He also makes
erotic drawings, 16 litho’s, and texts
use of a lot of sketches and drawings.
from Rento Brattinga and Sam himself.
After graduating from his high school
This book is published by Waanders
in Assen, Drukker started attending the
uitgeverij in Zwolle, and designed by
education of painting at Academy Minerva
Joseph Plateau in Amsterdam. Now
in Groningen from 1977 until 1982.
these drawings are here for you to see,
Here he got educated by Matthijs Röling.
in the exposition Subtiel Naakt (Subtle Naked) in the Coda museum Apeldoorn.
106
SUBTLE NUDITY A couple making love, that’s what you
spot. Almost abstract, a few essential,
come to see at the exhibition of Sam
subtle lines. There are different types of
Drukker. These pairs are drawn so subtle
drawings in the exposition, some are not
with ink and with watercolor and so
finished, others are just perfect despite
naked that the exhibition has been given
unless there are no more lines on the
the name “Subtle nudity.’’ Sam Drukker
sheet than the unfinished drawings. The
had as a child the thrill at the sight of a
drawings give a true representation of
black and white drawing of a couple “that
how the models really are. Naturally,
did it.” So beautifully drawn, so vivid and
comfortable with their bodies.
delicate. He saw this at the age of twelve years old on his way to Amsterdam. The
There are real models used for the
work he saw was made by Aat Veldhoen
drawings. Sam Drukker has dismantled
called ‘a couple making love’’. ‘‘How did he
a mental barrier and places an ad for
came up with this. How’d you do that. I did
models in the newspaper. Sometimes
look long at it.‘’
Sam had to ask the models to ‘just’ to remain silent, so he could like a madman
It took a long time before Sam Drukker
make some drawings. When the session
started this project. The pressure grew
was over, he said sometimes to his
as the years gone by. Eventually Sam
models: ‘‘I’ve had enough though, but if
Drukker started the project, and here it is.
you want to finish it, go ahead.“
The drawings are made with a pen, sometimes washed with ink as a shadow
107
SAD LIFE
A MOVIE ABOUT A BEAUTIFUL, STRONG WOMAN PHOTOGRAPHY:
MIKE DE WEERD
‘ ‘A b e a u t i f u l s t o r y a b o u t a b e a u t i f u l , s t r o n g w o m a n’ ’ - The New York Time
THESADLIFE BY RIANNE DOLMANS
W I L L T H I N G S E V E R G E T B E T T E R. F rom p rod u ce r MIK E DE WEERD a nd RI A NNE DOLM ANS the wri ter of LOST L IO NS G ATE p re s e n t s A MUTANT ENEM Y produc ti on a M i k e de Weerd Fi l m ‘‘THE SADLI FE BY RI ANNE DOLM A NS’’
R I AN N E D OL M AN S
R I AN D O LMA
MI KE D E WE E R D
M AY 2
MA A I KE D E WE E R
R I NN MA D O L
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INTO THE WOODS
A SERIE OF PHOTOS ` WORDS:
MIKE DE WEERD
PHOTOGRAPHY:
MIKE DE WEERD
MODELS:
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MIKE DE WEERD
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MIKE
BREAKTHROUGH THROUGH INSTRAGRAM WORDS:
MIKE DE WEERD
PHOTOGRAPHY:
MIKE DE WEERD
MODEL:
MIKE DE WEERD
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DRAWINGS
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W W W. M I S E A U P O I N T. C O M