NMBS 2024
NMBS 2024
Brand Images, Social & Billboard campaign

Together with Ila, I created 44 situations in and around the train to illustrate the fun things you can do while travelling on the Belgian railroads. 40+ social film and photo’s all shot on a riding train from Ostend to Eupen and back over a period of 6 days straight.


PRODUCTION: @ila__studio
PRODUCER: Sarah Theys
CREATION: @ila__studio x @jefboes
VIDEO ASSISTANT: @bert.kamoen
LIGHT ASSISTANT: Christian Jimenez
LIGHT ASSISTANT: @maxime_taillez
DIGI ASSISTANT: @julienhayard
STYLIST: @sarah_roelstraete
H&MU: @kim_theylaert
ART: @studiowootwoot
PRODUCTION ASSISTANT: @maxinelodeweyckx
EDITOR: @basvnhoof
RETOUCHING: @eclipseretouch
CASTING: @wewantyou.agency

TBWA and NMBS make ‘train time’ your time
Life is a “rat race.” A lot is asked of us and a day has only 24 hours. A little time for yourself is needed more than ever. To take a moment to recharge the batteries. By reading a book or watching a series. By listening to music or discovering a podcast. By chilling out a bit, meditating or scrolling on your socials. Or by just finishing up some administrative paperwork. Because honestly, those moments are not always easy to find.

Fortunately, there is a solution; “train time.” That’s the time you create by taking the train. That half hour or hour on the road. That moment for yourself while you’re on your way to your destination.

Because taking the train, that’s arriving at work relaxed. Because you can look ahead during your train ride. Or just look back. And there are so many other things you can do … that are almost unthinkable elsewhere.

That’s why taking a train pass is a great way to rediscover your inner peace. And that’s what this me-time train campaign shows.

Client: NMBS – Jochen Van Rooy, Mats Craessaerts
Agency: TBWA
Account Manager: Laure Swinnen
CD: Jan Macken
AD: Philip De Cock
TV / Agency Producer: Lore Desmet
Producer: Elien De Brouwer
Assistant producer: Polly Seynaeve
Director & Photographer: Jef Boes @ilastudio
Photo Ass: Louis Kerckhof
DOP: Ivo Nelis
Focus Puller: Calder Cosyn
Q Take Operator: Larissa Gumuchdjian
Light Gaffer: Roel Tanghe
Light Electro: Wouter Vanchte
Light Electro: Maxime Honore
Art Director: Karine Soors @studiowootwoot
Stylist: Inger Pedersen
Make up: Mireille Hoetelmans
FX Supervisor: Pierre Mailly
Online & offline edit: Pierre Mailly
Grading: Kene Illegems
retouching: Annelien