Hein Mevissen is what we call a multi-creative. Next to being the founder of agency John Doe – together with Diederiekje Bok – he is independent director and the brain behind John’s Phone, a phone that is rapidly conquering the world with its elegant design and humorous simplicity. We wanted to interview Mevissen, because he is known for directing not your typical advertising commercials. Most recently for telco provider Ben – we called it “weird, but pleasantly weird”. Mevissen was born in Swalmen and he began working at an early age, first as a designer and illustrator of books. At the age 19 he started as art director at Ogilvy. But as he was discovering the world of advertising he kept designing. After 20 years of having worked at different agencies he moved to directing. Mevissen calls this switch a natural evolution, since he has always been passionate about films. And it’s that passion that makes his work stylized, crisp and extremely cinematic – often as if print has been given an extra visual dimension; motion.

As a kid, what were your most creative moments?
I always liked stories, in any kind. My fascination and imagination were even telling stories. After seeing a movie I always made up my own version of the movie and played the whole movie over again with a different storylines and endings.

Besides coming up with stories, I’ve always drawn and painted a lot.

Which creative effort has given you the most satisfaction?
John Doe Amsterdam. With John Doe I was able to create and tell stories with clients and brands. We still do.

And my directing skills give me the most satisfaction. I love stories of any kind and it is great to work with creatives and add my personal touch to their story.

What fascinates you?
Hitchcock had a huge influence on me. What I enjoy about Hitchcock’s films is the underlying psychological impression exerted on the audience.

Who is your favorite creator?
I love any talent. Real talent moves me. It makes me emotional and it does not matter in what they are talented. Steve Jobs, Clint Eastwood, Elvis and Johnny Cash are good examples.

It’s unbelievable what Steve Jobs achieved in one lifetime; he really stayed true to his own motto:
“Your time is limited; so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary”.

And Clint Eastwood. His movies are masterpieces of visual story telling. The subjects of the movies are always something small with a huge gesture; he is a great observer without ay judgment. His last movie J Edgar is a beautiful love story between 3 people.

When did you decide, I want to work in advertising?
When I was 10. I was commissioned to design a visual identity for a tile factory. After this assignment many followed all for local businesses in my hometown Swalmen. My first company I started when I was 16 together with a friend. We started a custom-made silk screened promotional T-shirts company. We made a lot of Music shirts and got the exclusive rights for bands like Clouseau. Nowadays that company still exists and is one of the biggest merchandising companies of Europe.

What’s your most important lesson in advertising?
Stay hungry for the best idea; push yourself to the limit by reinventing yourself constantly. Staying in your comfort zone is easy but boring and you’ll never grow.

And another lesson: people fear talented people more than they do death.

What’s the most exciting ad project you’ve ever worked on?
There are several projects I am proud of.

First of all starting John Doe.

Our Phone: John’s Phone. It is amazing to come up with an idea, make the first drawing, finding a factory in China and then (years later) someone in Siberia, US, Australia (everywhere) is ordering our phone.

And every shoot I am working on I am excited about. If I decide to join a pitch I always ask myself, will I be proud of this commercial.

What would you like to do, if you ever quit advertising?
I would love to make a trip to space.

What’s your favorite place in Amsterdam?
John Doe

What would you like to change in Amsterdam?
Make more canals with old houses; let Amsterdam grow with buildings and houses where it is famous for. Build around the Ring the A10, the biggest canal with skyscrapers. And make the center a 24 hours business center. Act and be like a cosmopolitan capital.