Sjors Ruijter

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Cases

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Cases

About

Download CV (PDF)

Contact

Cases

About

Download CV (PDF)

Contact

CASE

PUSH YOUR LIMITS EXTREME

For this campaign, the creative and operational lead came together in one role. Concept direction was shaped, strategy translated into clear formats, and a multidisciplinary team guided toward one consistent campaign identity. On set, production was coordinated, makers were supported, and filming or photography was stepped in when needed.

In post-production, planning, narrative consistency, and quality were actively managed. Feedback loops were tightened, every asset aligned with the brand’s core message, and progress and outcomes were presented to stakeholders.

By connecting strategy, creation, and delivery in one workflow, the campaign grew into a scalable system with high output, strong structure, and measurable brand impact.

Director of Content Production (Campaign)

• Directed integrated campaign production and coordinated multi-channel content

• Structured creative and operational planning for high-volume output

• Led production teams through concepting, shooting and post-production cycles

• Ensured brand consistency across formats, messaging and visual language

• Delivered publish-ready assets for digital, print and social at enterprise scale

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

CASE

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

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Where access becomes storytelling.

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