Ewoudt Boonstra was born in Groningen and educated at the Photo Academy and Hallo Academy (an ad academy). In 2000 he started at FHV/BBDO. He subsequently worked at Lemon Scented Tea and KesselsKramer (Erik Kessels was his mentor at the Hallo Academy), where he worked for six years, before starting his own business in 2010. Boonstra calls himself a modern creative, having worked on 360° campaigns, having done interactive design, directing videos, package design, publishing books, and curating exhibitions. Today, calling himself Mr. Boonstra, he is making a film about a banana, directing a video for Rimer London with graphic designer Piet Parra, making a magazine about wrestling, and preparing for the upcoming exhibition ‘From Here On’ at Les Rencontres d’Arles, France this summer.

As a kid, what were your most creative moments?

Living and growing up in a (movie) theatre, Lantaren/ Venster, in Rotterdam. I remember watching Frankenstein at the age of 4, silks creening my own stickers and being a puppet show stage hand.

Which creative effort has given you the most satisfaction?

Being multi-disciplinary; to publish books, to create ’360 campaigns’ for big brands and ‘whatever they need campaigns’ for small ones, to direct videos, to design quirky websites and to work with photographers, illustrators and directors that I admire.
I love variation. I’m currently preparing for a show for Rencontres d’Arles and shooting a video for Rimer London with Parra. On top of that, working with my partner Zack McDonald was pretty satisfying.

What fascinates you?

The magic of the creative process; One moment there is nothing, the next moment there is something. To make something grow from a thought to a concrete end product is the most fascinating ability of mankind. Whether it’s a book, a film, a poster or an object. Being involved in such a process is magical. Unfortunately it can be pretty banal at points.

Who is your favourite creator?

There are too many and they change over time.
In literature: Early Bret Easton Ellis and currently Michel Houellebecq.
In film: Gaspar Noé and recently Michaël R. Roskam with Bullhead.
In art: Chapman Brothers and recently Anish Kapoor’s Leviathan in Le Grand Palais in Paris.
In music: Alain Finkel Krautrock’s blog and recently Rimer London.
In advertising: Acne Creative and recently Acne Jr.

When did you decide, I want to work in advertising?

I always had a broad interest; photography, film, design, illustration, I just jumped from one to the other. Until I met art director Emile Pater on a shoot one day. After talking to him I literally saw the light. It felt like I finally understood who I was and what I was supposed to do; to become an art-director. I realized I could use my own talents if needed but better yet, I could work with people who’s work I love.

What’s your most important lesson in advertising?

Nobody is asking for advertising so you’d better give them something original and entertaining. And equally important; have fun doing it.

What’s the most exciting ad project you ever worked on?

Every project is exciting because of the process; watching it take shape, helping it grow. For me the most exciting thing that can happen in a project is to get a very nice gift. By that I mean a happy accident or a blessing in disguise. I love the untapped latent possibilities of every new project. Protest [snowboard brand Boonstra worked for at KesselsKramer, AAB] was exciting because we helped them on every single level. J&B [whisky brand Boonstra worked for at KesselsKramer, AAB] was exciting because of the global opportunities.

What’s your favourite place in Amsterdam?

My home and the cinemas. There’s nothing like being completely soaked up in a good movie. I love the way it submerges your senses and takes you by the hand to a completely unknown place. I consider film to be the highest art form.

What would you like to change in Amsterdam?

Hopefully I will make that change some day so I can’t really talk about it, except that it involves food. And I’d like Amsterdam advertising to become more ballsy.