Bruce St. Clair MAKING ADS

MAKING CM STORK

So, it was off to Brussels for this cool job for a Belgian health insurance company called CM. I’ve shot there before many years ago, to be honest, I love it! The Agency was Cartel, and the creatives, Bart Kleckx, Luc Shih and Jurgen Verbiest. Fantastic idea, simple but very challenging timing wise as the VFX company (who did an amazing job considered!) Juice studio in Warsaw only had three weeks to complete a very complex amount of CGI. I worked closely with Shih who made the prep and filming very easy. It’s sometimes difficult filming something that isn’t in front of the camera, and our hero was a non existent Stork!

A man sitting at a table, focused on writing or working, with long hair and wearing a hoodie. Another person is partially visible in the background.
Luc Shih, Creative
Two individuals engaged in a discussion while working on laptops in a modern office setting, surrounded by plants.
Jurgen Verbiest, copywriter
A group of three people engaged in a discussion around a table, smiling and enjoying the moment in a bright, modern workspace. One person is holding a pen, while another has a glass in front of them.
Bart Klerckx, creative director
A black and white image of a meeting room with blurred foreground items including laptops and a water bottle, while people are sitting around a table engaged in discussion.
David Vermander
A black and white image of a group of five people collaborating around a table in a modern, open workspace filled with plants and natural light.
A modern workspace with a large table where five people are engaged in discussion and using laptops, surrounded by plants and large windows.
Sandra Wille, account director and Kolien Daniels, account manager
Three pink waiting chairs arranged in a row, with a black coat rack and shelf in the background, set against a white wall.
A man with long hair wearing a black hoodie sits in a modern room with plants and large windows, smiling and looking towards the camera.

The campaign was produced by David Vermander at WHO KILLED JOE, great company and great EP. I worked with a local DOP, Maxime De Smet who did a fantastic job. All the crew were great, I’d work with them all anytime! Thanks in particular to Stan, production designer and Peter, 1st AD.

A smiling man wearing a black coat and glasses stands in focus, while another man slightly blurred in the background appears to be adjusting his ear. The setting is an indoor space with neutral-colored walls.
Maxime De Smet, DOP
A black and white image of a group of men in a room, some in conversation, with one man holding a piece of paper while others appear to be focused on him.
Stan Maertens, PD
A man in glasses discussing with another person while holding a paper, standing next to a car, with buildings in the background, in black and white.
Peter Ghesquière, 1st AD
A smiling man sitting on a stone bench outdoors, wearing a medical boot on his left foot and holding a pair of glasses. He has a casual outfit, including a dark sweater and plaid pants, with crutches beside him and a suitcase nearby.
A man with silver hair and sunglasses smiles while standing outdoors, wearing a black coat.
Jan Dendievel, wardrobe Stylist
A close-up of a man and woman outdoors, both wearing sunglasses. The woman is smiling playfully, with her hair blowing in the wind, while the man looks thoughtfully into the distance.
Ielke Van Goethem, make up
A person with tousled hair sits at a table, looking directly at the camera while holding a camera. The background shows a bright room with other people in soft focus.
Hannes Bruyneel, 1st AC
Man sitting on a bench, wearing a cap and jacket, making a hand gesture while holding a bundle of cables.
Kristof Collier, Gaffer
A smiling man wearing glasses, a cap, and a fleece vest stands in a well-lit room with a chandelier and a lamp in the background.
Lester Otten, Key grip
A woman holding a doll smiles brightly while standing beside a man who is sitting down, looking up at her. The setting is cozy, with soft lighting and some indoor plants visible in the background.
Angela Otten, 2nd AC
A person in a black jacket and glasses is adjusting a camera monitor in a vibrant indoor setting, with people socializing in the background and a balloon featuring the number three nearby.
A person in a beige jacket is standing on a cobblestone street beside a stork perched on a small platform with wheels, with cars parked in the background and modern buildings visible.
Marthe Hespel, Set dresser

Various pics from the fitting in Jans studio in Gante. Also various pics, locations and the stuffed stork we used to frame up with!

Had some time to visit a couple of towns and was really surprised at how pretty and peaceful places like Gante which was stunning! Pics below were taken on a night walk, no one around. I also did the classic, Bruges, but there were loads of tourists and it also rained which wasn’t great.

A street view at dusk showing tram tracks running through a city with illuminated buildings and Christmas decorations on the right. Pedestrians walk along the sidewalk as a car drives by.
Nighttime view of illuminated buildings along a canal with water reflection.
Nighttime street scene featuring illuminated buildings, a church tower, and a motorcycle riding along tram tracks.
A historic building illuminated at night with large windows and ornate architectural details, featuring a clock on the facade. A person rides an electric scooter in the foreground along a cobblestone path, while bicycles are parked along the side.
A quaint nighttime street scene featuring a well-lit shopfront with large windows displaying various items, alongside a historic building with intricate architecture. The street is cobblestone with visible tram tracks and construction barriers in the foreground.
Nighttime view of a canal in Ghent, Belgium, featuring illuminated historic buildings, boats, and a bridge reflected in the water.
Narrow cobblestone street at night, lined with illuminated buildings and festive decorations overhead.
Two figures walking through a narrow alley illuminated by purple lights, with graffiti-covered walls.
A street scene at dusk featuring a tram on the left, pedestrians walking on the cobblestone path, and a tall church tower in the background. A lit decorative tree is visible on the right side.
A modern glass building with a curved design stands amidst a city skyline, featuring a mix of residential and commercial structures below. The scene is bathed in warm sunlight, highlighting the contrast between the contemporary architecture and older buildings.
Panoramic view of a city skyline at dusk, featuring a large dome structure and various buildings under a twilight sky.
A train station platform featuring a small waiting area and two trains on adjacent tracks. The platform has a covered structure with a glassed-in booth and graffiti on one train.
A view of a busy train station platform with people waiting for trains, buildings in the background, and railway tracks in the foreground.
A cobblestone street lined with brick and white buildings, with pedestrians walking on both sides and a clock tower visible in the background under a cloudy sky.
A narrow canal lined with brick buildings and a white structure; a small balcony with a chair and a potted plant is visible on the left.
Narrow cobblestone street lined with white buildings under a cloudy sky, featuring a motorcycle parked on the left and a bicycle against a wall.
A cobblestone street lined with historic brick buildings, featuring pedestrians walking and a bicycle parked on the side.
A narrow cobblestone alleyway lined with historic brick buildings, leading towards a distant entrance, under overcast skies.

Here is the finished DC with a different music from the oficial campaign.