Michael Middelkoop of production company Czar Amsterdam directed this “Bitter Parts” music video for rising artist Joya Mooi.
The song “Bitter Parts” is about coming to terms with the less pleasant parts of yourself and plays with denial of this.
Explaining his approach to the concept, Middelkoop shared, “I wanted to explore the song’s themes by creating this infinite, unavoidable reflection of Joya. An all-seeing eye in an all-seeing room, that puts all beautiful and bitter parts on full display.”
Credits
Artist Joya Mooi Production Czar Amsterdam Michael Middelkoop, director; Willem Bos, exec producer; Jesse te Buck, producer; Klaas Wijnberg, art director; Martijn Melis, DP; Julieta Piacenza, styling; Marsha Calori, makeup; Merel van Lith, production assistant. Editorial Michael Middelkoop, editor. Color Grading Martijn Melis
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
