Heineken SAIL Amsterdam 2025

Exploring the world before the final frame

For Heineken x SAIL Amsterdam 2025, we were commissioned by Kellerman to develop the visual content for a film created for display on cruise ships during SAIL Amsterdam.

The final film was designed specifically for the onboard experience and is unfortunately not available for public viewing. What we can share, however, is a glimpse into the creative process behind it.

Before arriving at the final direction, we explored a range of visual ideas, materials, lighting setups, compositions and animation styles through a series of R&D shots. These experiments allowed us to push different directions and discover what worked best for the project.

Some of these explorations made it into the final film. Others didn't. But each one played a part in getting there.

At Firma Buurman, we enjoy that part of the process just as much as the final result: experimenting, refining and pushing an idea until the right visual language emerges.