Acclaimed director Michael Middelkoop has joined forces with 100% in Amsterdam, and his new colleagues are understandably excited to add one of the buzziest talents in town to their already impressive roster. 100% are already well acquainted with Middelkoop as they produced his feature 'Dit Is Geen Kerstfilm' which has just earned him the Best Director award at the Netherlands Film Festival... the film also picking up awards for 'Best Screenplay' and 'Best Supporting Actor'.

You can gain a sense of Michael Middelkoop's vibe from a short sizzle reel that's been put together by 100% to celebrate his arrival. You may recognise a couple of moments in that reel from an Adidas ad (below) he made a few years ago. This spot offers a glimpse of the talent that has 100%'s Gijs Determeijer saying things like: "I am beyond excited that Michael has joined the 100% family."

After studying film in Amsterdam, Middelkoop shifted his focus to agency-side, working as a creative before revealing his secret identity as a director. It was when Middelkoop was an art director in an advertising agency that he first worked with Gijs Determeijer:

"I always enjoyed working with Michael when he was still on the agency-side, but now, I have gotten to experience him as one of the most well-rounded and ambitious directors in this country - a director who really knows exactly how to get the best out of his actors."

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I am beyond excited that Michael has joined the 100% family.

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The three awards at the Netherlands Film Festival for 'Dit Is Geen Kerstfilm' (which translates to 'This is not a Christmas Movie') were hugely fulfilling for its director: "My ambition was to make a film that examines modern society with intelligence and humor. Winning three golds not only shows me that this ambition can be achieved - but also highlights that the future is bright for crossover movies: films that both have something to say, and have commercial value."

Middelkoop's eclectic range includes a 2024 TV movie with the intriguing title 'Trauma Porn Club' (trailer below) which imagines a world where traumas can be acquired to make people more interesting... or working in the advertising industry, as it's sometimes known.

Michael Middelkoop has impressive bandwidth, sustaining a flourishing career as a director of TVCs alongside his feature work, and it's little wonder 100% are so gleeful to have him on their roster.

The director describes himself as "a bit of a weirdo.... director with a background as a creative. I get equally hungry from a strong ad campaign, a brilliant sketch or a good script that has something to say. I can only satisfy that hunger in one place - a place that is just as diverse as I am. I am very happy to open a new chapter and change the game with 100%!"

‘Dit is Geen Kerstfilm’ will be released on Prime Video on 19 December. For more on Michael Middelkoop, visit the 100% website where you can also find contact details.