Sjors Ruijter

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Cases

About

Download CV (PDF)

Contact

Cases

About

Download CV (PDF)

Contact

FEATURED PRODUCTION

LONG-FORM NARRATIVE
& DOCUMENTARY STORYTELLING

Human-driven stories shaped through access, trust and clear creative direction.

Work across documentary and long-form narrative projects has centred on capturing real lives with depth and consistency. Projects included De Uitvlucht (BNNVARA/NPO), where several individuals were followed over months as they navigated addiction, coping mechanisms and recovery. Filming, directing, interviewing and shaping the narrative were done in close collaboration with a small editorial team, balancing authenticity with structure.

Long-term storytelling extended to multi-year work with high-altitude climbers on an expedition documentary about friendship, risk and resilience. This included filming on expeditions since 2018, conducting home-based interviews and building a coherent narrative arc that screened at film festivals.

A parallel multi-year project followed artist Antoon from early beginnings to mainstream success, resulting in a feature documentary that premiered at Eye Filmmuseum and streamed on Amazon Prime. Work spanned directing, filming, creative guidance and shaping the emotional throughline of the story.

In Human Nature, a five-week wilderness fiction project in Norway, responsibilities included BTS cinematography, logistics, production support, safety coordination and daily planning, while simultaneously producing all outdoor content for ANWB’s channels: product videos, photography, reviews, and location-driven storytelling.

Additional long-form credits include projects for Videoland (Like Monica, Bij Ons op de Boerderij), BNNVARA (De Uitvlucht, Schiffmacher’s Legacy), Netflix (Suzan & Freek: Between You & Me), and various reality- and documentary formats

Core contributions

• Directed long-form storytelling and multi-year narratives

• Shaped editorial voice and emotional arc

• Guided crews and collaborators through production cycles

• Ensured consistency in tone, messaging and visual language

• Delivered publish-ready content across broadcast and digital

Case 01
Why does the brand exist?

Case 02
How do we bring the brand to life?

Case 03
How do we communicate the product?

Case 04
How do we build credibility?

CASE 1

PUSH YOUR LIMITS MANIFEST

Brand Strategy
& Creative Direction

Every strong campaign starts with a clear point of view.

Before developing employer branding or recruitment campaigns, the first challenge was to define a brand belief that could unite every audience, from entrepreneurs and employees to partners and customers.

Rather than communicating products or services, the strategy focused on establishing a shared philosophy: growth begins by challenging perceived limits.

The result was Push Your Limits: a brand manifesto designed to articulate JEX's long-term positioning. Through cinematic storytelling, the film reframed entrepreneurship as a mindset rather than a profession, encouraging people to question assumptions, embrace ambition and move beyond what they believe is possible.

Instead of functioning as a standalone film, the manifesto became the strategic foundation for future communications. It introduced the central narrative, defined the emotional tone of the brand and created a consistent message that could later be translated into employer branding, recruitment marketing and integrated campaigns.

My role combined strategic development with creative production. I helped translate the positioning into a visual narrative, coordinated production from concept through delivery and ensured that every creative decision reinforced the same strategic message.

By establishing one clear narrative before scaling content production, the manifesto evolved into more than a film. It became the foundation of a broader communication platform that connected brand strategy, storytelling and future campaign development.

JEX - Push Your Limits Manifesto

Brand Strategy

Developed the strategic narrative underpinning JEX's long-term brand positioning.
Translated business ambition into a clear communication platform centred around growth and entrepreneurship.
Defined the creative direction, messaging principles and narrative structure of the manifesto.
Led creative development and production from concept through delivery.
Aligned storytelling, visual identity and production decisions around one consistent brand philosophy.
Established the strategic foundation for future employer branding and integrated marketing campaigns.

Push Your Limits Manifest established the strategic brand platform.
Push Your Limits Extreme translated that platform into an employer branding campaign and scalable content ecosystem.

CASE 2

PUSH YOUR LIMITS EXTREME

Employer Brand Campaign Lead

JEX wanted to strengthen its employer brand by turning its core promise into something employees could experience, not just read about. Rather than positioning Push Your Limits as an external campaign, we built it from the inside out.

The strategic challenge was to create an employer brand platform that connected company culture, recruitment and brand marketing through one consistent narrative. The campaign positioned growth not as a business ambition, but as an everyday mindset shared across every team and discipline.

To make that strategy scalable, the campaign was designed as a content system instead of a single campaign. A clear creative framework defined messaging, visual language and content pillars, allowing stories to be adapted across recruitment, internal communications, social media and brand channels while maintaining one recognisable identity.

My role combined strategy with execution. I translated the campaign vision into production frameworks, coordinated multidisciplinary teams and ensured that creative, operational planning and delivery remained aligned throughout every stage of production. During shoots I directed production, supported creators where needed and stepped into filming or photography whenever required.

In post-production I managed planning, narrative consistency and quality control, ensuring every asset contributed to the same employer brand story. By connecting strategy, production and delivery within one workflow, the campaign became a scalable content ecosystem capable of supporting long-term employer branding rather than a one-off activation.

Employer Brand Strategy

Developed the strategic production approach for an integrated employer branding campaign.
Translated employer brand positioning into a scalable cross-channel content ecosystem.
Built production frameworks connecting recruitment, internal communications and brand marketing.
Led multidisciplinary teams across concept development, production and post-production.
Directed creative operations while safeguarding consistency in messaging, visual identity and execution.
Delivered a high-volume content programme optimised for digital, social and employer branding touchpoints.

JEX - Push Your Limits Extreme: 72 UUR

3. The next challenge was translating the brand into product communication.

CASE 3

CORE

Content & Comms
Strategy Lead

With the Push Your Limits brand platform in place, the next challenge was translating brand positioning into product understanding.

As JEX expanded its AI offering through JEX CORE, the communication challenge became increasingly clear. Organisations recognised the potential of AI, but struggled to understand where to start, how it applied to their business and what role JEX actually played within that rapidly evolving landscape.

Rather than focusing on software features, we developed a communication strategy designed to reduce complexity. The objective was to position JEX CORE not simply as another AI platform, but as a practical solution that helps organisations adopt AI with confidence.

To achieve this, we built an integrated communication system that connected product marketing, educational content and visual storytelling. Every asset served a specific role within the customer journey. Explainer videos simplified complex technology, interface animations demonstrated real product interactions, visual frameworks translated customer problems into product value, and educational content established credibility within the broader AI landscape.

Instead of treating every deliverable as a separate campaign, each format contributed to one consistent communication framework. Messaging, visual identity and storytelling remained aligned across website content, product explainers, motion design and digital touchpoints, creating a scalable system that supported both brand authority and product adoption.

My role combined strategic communication, creative direction and production leadership. I translated product capabilities into clear messaging frameworks, defined content structures, coordinated multidisciplinary teams and ensured every asset strengthened the same product narrative.

By connecting strategy, education and execution, communication became more than marketing. It became a product experience that helped organisations understand AI, recognise its business value and confidently take the next step towards adoption.

Product & Communications Strategy

Developed the communication strategy supporting the launch and growth of JEX CORE.
Translated complex AI capabilities into accessible, audience-first product communication.
Built an integrated communication system combining product marketing, education and visual storytelling.
Defined messaging frameworks, content pillars and scalable production workflows across channels.
Led multidisciplinary teams across concept development, production, motion design and publishing.
Ensured consistency across product positioning, customer education and digital brand experience.

4. The final step was making the brand belief tangible through an authentic ambassador partnership.

CASE 4

Reach Hard

Brand Partnership & Campaign Lead

JEX had partnered with Formula 2 driver Richard Verschoor for several years, yet the partnership remained largely visible as sponsorship rather than strategic brand communication. The challenge was to transform that relationship into a storytelling platform that strengthened both the JEX brand and the positioning of JEX CORE Sales.

Rather than explaining the software through traditional product marketing, we anchored the story in Richard's everyday reality. While audiences see the race, they rarely see everything required to sustain a professional racing career beyond the circuit. Finding partners, building relationships and creating commercial opportunities are continuous processes that happen alongside performance.

This insight became the communication strategy. Instead of positioning JEX as a sponsor, we positioned JEX CORE Sales as the technology enabling Richard's career to keep moving while he focused on racing. Product communication became part of an authentic personal story rather than a standalone product demonstration.

To support this platform, we developed multiple creative concepts spanning documentary storytelling, short-form social content, interviews and behind-the-scenes formats. Every piece of content balanced commercial objectives with authenticity, ensuring the partnership felt credible for Richard's audience while clearly demonstrating the business value of the platform.

My role combined strategic communication, creative direction and production leadership. I developed the campaign concepts, translated product capabilities into narrative frameworks, coordinated production and ensured every asset strengthened the same strategic message across digital channels.

By shifting the partnership from visibility to storytelling, the collaboration evolved into an integrated brand platform where technology, entrepreneurship and elite performance reinforced one another.

Brand Partnership

Developed the strategic communication approach for the JEX × Richard Verschoor partnership.
Translated product marketing into authentic ambassador storytelling.
Built creative concepts connecting elite performance with business technology.
Led campaign development, production and multidisciplinary creative teams.
Balanced commercial objectives with creator authenticity across digital channels.
Delivered an integrated partnership campaign supporting both brand positioning and product awareness.

Published 50+ reels in 60 days with a consistent creative structure..

Achieved 35%+ average watch-through rate across all content.
Reached 8%+ engagement rate, driven by format clarity and pacing.
Generated 5.000+ new followers in 3 months, entirely organically.
Ensured 60% of all views from non-followers, proving reach beyond the base audience.
Drove 10%+ share ratio on top-performing content.
Established 5 scalable content formats to maintain identity and velocity.
Improved retention using a modular production workflow designed for fast iteration.
Built a returning community with 150+ recurring commenters in 90 days.
Maintained a 4-per-week publishing cadence, keeping discovery momentum high

CASE 2

SPORTS & ATHLETE-DRIVEN CONTENT

Creative lead and field director

Building a content system rather than a series of posts with a focus on growth

Leading content direction

Format-design & developed story arcs
Coordinated production in extreme conditions
Handled cinematography & directed talent
Guided post-production to ensure narrative and visual consistency across all formats
Performance iteration

Stories rooted in movement, ambition and the mindset of progress. These projects centred on athletes and creators pushing their limits, from Mont Blanc ascents to high-intensity challenges and performance-driven shoots. The focus was always the same: reveal the human drive behind every step forward.

Production and creative direction came together in real time. Reading energy, guiding talent under pressure, adapting to unpredictable environments and shaping moments into clear, emotionally resonant narratives. Every decision served one goal: show movement not as spectacle, but as meaning.

The work blended long-form storytelling with fast, social-first formats designed for immediate impact. Authentic voices, tight creative systems and visuals built for recognition across platforms. Content that connects because it feels lived-in, and because it honours the mindset of progress.

Roadin shows how format discipline and cadence create predictable social growth. A focused reel ecosystem built to test creative frameworks, validate platform behavior, and drive consistent audience engagement.

EXCITEMENT
FOR THE
UNKNOWN

Updated Jun 2026