• Ruben Cusell

    No more phones on bikesWork link

Ruben is head of strategy & concepts at Wefilm and responsible for our strategic and creative work for advertisers. With a background in PR strategy and creativity, his roots lay firmly in creating content and campaigns that can fly organically. This trained him to amplify intuition to find the core of a brand's challenge and find (back) the story that's most relevant to tell. As he is broadly experienced in creating campaigns with earned, owned, and paid media, he specializes in setting the framework for content campaigns. Occasionally he functions as a creative director at Wefilm, mostly within the sports domain. Ruben also is a weekly radio guest at BNR Business Radio, talking about creativity and films.

Looking for healthy

Everywhere around us, unhealthy food and drinks are offered and promoted. To such an extent that the choice for healthy eating and drinking is made impossible by the food industry.


Don’t let your cell phone steal your future

Interpolis approached Wefilm with their new long term goal: by 2050 they want there to be 0 deaths in traffic accidents.


Don't be scared Mum and Dad

We're all afraid of something, but let's let the kids decide if these paintings give them the creeps.


A million solar panels on my roof? I’m in!

In this campaign we wanted to convey our concern sincerely, but we also wanted to give hope as well.



In the end we all love the same thing


50 years and we're just getting started

Due to the fantastic results of the "Orange lionesses", women have become an indispensable part of the football landscape. This is an ode to women's football.




Sharing the drive towards a greener society

A cool lady in an 80s tracksuit with a goat? A silly move that stays in your head? Yes! Make the move!


A challenge on how we see health

A 2K40 format to challenge the way we eat, exercise, and live. Should we completely change our ways or adjust our patterns just a little?


Are you influenced much?

An interesting conversation between 2 young adults about health and influence.



No crew, just 2 singers and a director with his camera making a beautiful intimate video.

AAA Management

Getting down to the essence

A series of animated films to get your head around some groundbreaking scientific insights

Essentia Foundation

Let's start building our healthiest generation

In 2040 we are going to be the healthiest generation in the world.


Filling the void of the EURO’s

Feeding the crave for football with the one and only EURO Foodball Quiz



We teamed up Interpolis with Snelle to conquer the music hit charts and have the youth choose love over the risky habit of using a phone while cycling.


A tribute to football shirts

Celebrating 130 years of amateur football in all its color and design. The largest collection of football shirts in the world.


Our heart for healthcare heroes

Supporting our healthcare professionals by staying inside with a message they all see outside: #myhearthforhealthcare


Mini docu Smoorverliefd

Three quarters of kids on bikes are distracted by their phone. Distraction is the biggest cause of accidents.


It's me, your bike!

To show the VanMoof Electrified is the smartest bike around the block, we let him do the talking himself.


Salland for Salland

Why just talk about helping people when you can use your commercial for those people in need?

Salland Zorgverzekeringen

A green story told by an orange sweater

Every fashion maker wants transparency about the sustainability of their fabrics. But, until now, it was impossible to know for sure if the used material was uncompromised sustainable.


A brand made for modern nomads

Turning a product that went through the roof on kickstarter into an actual brand.

XD Design

Outsmarting bike thieves

Ending bike theft with innovation and creativity. Starting with discouraging buyers in The Bike Trap.


150 personal videos for 150 members of parliament

Giving politicians an advice they haven’t asked for. The facts about smoking.

Artsen Slaan Alarm

Dear adults, this is the future speaking

An emotional speech from our future generation. Let’s follow their lead to become more one with nature again.


Not Just Football

The EK is not just football, it’s so much more!

Amsterdam Host City

An applause Wesley style

Honoring our Dutch team record holder Wesley Sneijder with his most iconic moment in the national team, the 2-1 header against Brazil.


This is how we move in Amsterdam

Quite honestly, we don’t really understand what Katie Couric was apologizing for. Maybe NBC News just had to dig a little deeper…

A corporate musical movie

Info Support wanted to bring an ode to the the world of IT. So we brought together two elements that could not be more opposing: the world of IT in a Disney-style musical.

Info Support 1

Bringing home some Efteling magic

Going there is amazing. Coming home can be tough. When a family falls back into it’s daily routine after a magical day at the Winter Efteling, a little girl sets out to bring back the feeling they had while visiting the theme park.


Dear Eberhard,

When our beloved mayor was diagnosed with lung cancer, the citizens of Amsterdam made a promise to Mr. Van der Laan and the city.


This time we’ve got your back

What is an innovative way to portray inspiring social entrepreneurs, who changed their lives dramatically for the good of others? Rather than having them answer interview questions, why not surprise them by interviewing their loved ones?


An ode to Sunday

One could say that Sunday is a perfect day. An untroubled, dreamy day to think about the future. Or not to think about anything at all.


Billy, world saviour

Billy is a woman with a vision. Actually, she’s kind of a superheroine. Behold Billy’s bravery as she champions a sustainable 2017!