Niels La Croix

I’m Niels Benjamin La Croix. While it sounds like the result of an act of love between a French Châtelain and a Scandinavian herring skinner it’s quite the opposite. I’m the youngest son of a Dutch bookkeeper and a Dutch activity supervisor for elderly people. True.

‍While playing along with the Sony Hi8 cam from my dad in the 90’s (oh that fade-in option) I became the consciously chosen misfit of my high school class, saxophone quintet and badminton group. Keeping strong to this belief I devoted myself throughout the School of Arts to be and think differently. Ultimately I became a self-named guru in Guerrilla Marketing and funky cult movies.

During my six years working as an agency art director, I learned that an average consumer experiences about 10,000 marketing ads every single day, so I concluded you’d better stand out. That’s why I quit my job and started to direct films which beat the clutter. I strongly believe that films should feel like an exhilarating experience that triggers consumers’ minds in any way possible. I’m here to make the ordinary extraordinary.

‍Besides my legendary wisdom in food, live-action and lifestyle films my directing style is best described as non-conventional. Aside from having a fabulous script to work with, I like to throw in one-of-a-kind techniques like swanky lenses, crazy robots, unique set design, old school celluloid, massive slow-motions, original point of views, overwhelming sound design (or none at all) and persuasive colour grading to maximise the suspense of any film. And because this last sentence is heavy on the stomach here is a shorter version: ‘Whatever the story needs to make it more epic’. Period.

‍The last decade I focussed mainly on food related commercials. But I’m still devoted to thinking differently. This results that I’m exploring other categories as well.

You can find out more about Niels and his passion for directing here on LBB