Dutch Courage
- Article 4 of 6
- The Post, November 2000
Will van der Vlugt seems a modest man, as interested in listening as talking and, despite the numerous awards he's won both as a photographer and a director, not just out for the glory.
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“The best commercials that I’m proudest of are all commercials that started with a really good idea that integrated and became one with whatever the advertiser wanted to say.
”It’s the simple things that get you excited. I’ve just done two 40 second commercials that were both long shots like the one in ‘The Player’. Very simple but a lot of fun to do.“
Because of the look he needs to achieve in his projects, van der Vlugt is no stranger to intensive post. ”I never do anything in post until I can’t see the difference between it and the in-camera equivalent. Now, I’ve moved into using all the traditional cinema and graphic techniques that I can come up with. We can do bigger shots now because we couldn’t afford it before. I’m pretty comfortable with post, now. I don’t do something in camera if it can be done in post because you get so much more control in post.“
But he’s adamant that the storyline should take precedence. ”The look should not overpower the content. However, there are many commercials being produced that don’t have content.“
Now 45, Van der Vlugt is taking a well-deserved break (if you can call it that), as he’s now the proud father of Chloe. ”She’s definitely the most exciting thing in my life so far. Your perspective changes so much when you have a child.“ And coming from a man with such an impressive and distinctive look to his commercials, that’s no small thing to say.
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