De Machine

Not every film needs to be immediately understood.
Sometimes it works better when a bit of friction remains.

For , we started from an atypical request: using their own people as the leads, not for employer branding, but in their campaigns. What is usually seen as a limitation became the strategy.

Together with Wannes + Pol, we leaned into strangeness. Their work often sits between humor and discomfort, with images that feel slightly “off”, and that’s exactly why they stick. It’s also what their work gets recognized for: a clear voice you can’t fully place, but you remember.

Four films, one consistent line.
First you think: what is this?
Then you start to see what it does.

That’s positioning.

There’s a certain edge to Jonas Govaerts’ work, precise, bold, and unapologetically cinematic.

We like working with people who bring their own world.
That’s exactly why we’re excited to have him join De Machine.

From now on, we exclusively represent Jonas for commercial projects across Belgium and the Netherlands.

Open for the right kind of briefs.

3 days.

Multiple campuses.

A night shop.

An entire city, shaped into one flow.

Every detail controlled, from extras to art direction, to fit as much story as possible into every frame.

What do you do when you witness discrimination?

For the Stop Discrimination campaign for the City of Antwerp, that question became the starting point.

Instead of focusing on the person discriminating, the films focus on the bystanders — the people who see what’s happening.

To translate that idea visually, De Machine proposed approaching the campaign as a dance film. Director Hyun Lories and choreographer Sarah Hadadia worked with synchronised movement to turn small reactions into subtle choreography.

On set, that meant carefully rehearsed movements between actors and bystanders, balancing real-life situations with a slightly conceptual layer.

Subtle actions.
Real situations.
Slices of life.

Film and photography, produced side by side.

For this campaign, De Machine produced not only the films but also the photography campaign for outdoor and billboards across Antwerp.

Photography is developed as its own production track, led by our in-house photo producer Yelena Van Sichem.

For this project she brought Mayli Sterkendries on board — whose portrait-driven, street-inspired photography perfectly matched the tone of the films.

From screen to street.

Directed by Jeroen Perceval, our latest pub for Sport Vlaanderen celebrates the dedication and passion of sport coaches 🏅💪. These heroes are the backbone of every athlete's journey.

For and

Dir:
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New work for and !

Dir: Benny Vandendriessche
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Some BTS of our new campaign for and !

dir: Benny Vandendriessche
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Join the cult.

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