Video Production in Amsterdam for New Balance

Main interview set up

Project Overview & Behind the Scenes

When New Balance approached me to produce a full suite of films in multiple languages, I couldn’t say no. Working with such a major global brand so early into my time in the city was an exciting opportunity. Yes, these were internal training films, but that didn’t make the project any less rewarding and actually I relished the chance to collaborate with such a strong client.

The Approach

New Balance needed three separate shoe‑launch films, each produced in six languages, with all interviews captured in a single day. We scheduled an additional half‑day on a running track to film B‑roll with athletes.

The interviews were timed to coincide with a training day that brought together team members from across Europe. This meant contributors could speak in their native languages without needing to travel, a huge advantage for authenticity and efficiency.

In total, we captured 18 performances, with at least two takes each. It was an intense schedule, so to streamline production we kept the two‑camera setup consistent throughout.

We controlled the lighting carefully and created a natural, engaging look inside one of the Amsterdam showroom offices. A bright, soft key light, a warm backlight, and a subtle touch of shape on the background gave us a clean & polished aesthetic that worked across all languages.

Working Across 6 Languages

Our German speaking rep.

Each contributor read the same script, translated into their own language, from a teleprompter. This made it easier for the production team to monitor delivery, even when we didn’t fully understand the language being spoken.

Fortunately, my camera assistant was French, and I speak some Dutch, so we covered those languages. For the others, we invited colleagues from the same regional teams to sit in and help flag any mispronunciations or unnatural phrasing. It wasn’t a perfect system, but by the end of the day we had a strong sense of what sounded natural and what didn’t.

The Team

The core team consisted of:

• Myself — DoP, responsible for all visuals and audio

• Lighting Camera Assistant — supporting setup and operating the second angle

• New Balance Creative Director

• New Balance In‑house PA

  
  

Together, the four of us conducted all interviews. The production was overseen by ALMA CRTV, who handled logistics and coordination behind the scenes.

Extra Filming

After a successful interview day, we spent half a day filming B‑roll with local athletes who work with the brand. Conveniently, there was a major Olympic‑standard stadium and running track just around the corner from the office, so we used this public space to capture dynamic movement shots.

I switched to a lightweight camera and gimbal setup with wireless monitoring so the Creative Director could watch the action in real time. Each athlete wore a different shoe model and performed a range of exercises and runs to showcase the footwear.

Ellipse

The Edit

The editing process was long but straightforward. I began by assembling multiple rounds of cuts for the English versions, which made feedback easy. These we

re short films, so it was mainly about selecting the strongest takes and placing the B‑roll in the right moments.

The real challenge came with the alt language versions. Although the script was technically the same, natural differences in phrasing meant some languages were longer or shorter than English. This meant the B‑roll couldn’t simply be copied over; clips had to be re‑timed and re‑worked for each version.

Once each language cut was assembled, I sent them to New Balance’s in‑house teams for review. They provided time‑stamped notes to ensure accuracy and natural delivery. Editing three films into six languages certainly had its challenges, but with organisation and experience, the process ran smoothly.

The Cost

Production companies often keep costs close to their chest, but I believe in transparency, especially for freelancers working in Amsterdam. Considering the client, the deliverables, and the fact that these were internal films, I think I charged a fair, honest & competitive rate.

DoP w/Kit	€1,100	x2	€2,200
Camera Assistant	€550	x2	€1,100
Edit Day	€450	x7	€3,150
Edit Assistant	€350	x3	€1,050
Expenses	€600	x1	€600

Total = €8,100 before taxes

Given my experience, the fact that I handled directing, lighting, audio, and camera operation, and that I supplied a full kit package, I believe this represented excellent value. Much of this equipment would cost significantly more per day to hire, so clients get the convenience of a production company with the flexibility and pricing of a freelancer.

My offering

I brand myself primarily as a Director of Photography, specialising in camera work, lighting, and leading a crew. But I also bring experience as a Director, Producer, Lighting Technician, Editor, and even audio capture.

Realistically, you could call me a Filmmaker, or even a Videographer.

What this means is that I can cover the entire production process from start to finish. I’ll shoot the project, but I can also direct contributors, make creative decisions beyond the visuals, and shape the story so it resonates with its audience.

With 12 years of professional experience, I understand the finer details of production and how to adapt with the times. Now that I’m building my base in Amsterdam and the Netherlands, I’m excited to connect with more productions and help tell your story.

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Jordan Carroll is a freelance shooting director, filmmaker and cinematographer working across branded documentaries, fiction / drama, corporate and commercials, based out of Amsterdam.