Client: Team Visma – Lease a Bike

To launch their 2025 jersey, elite cycling team Visma – Lease a Bike needed a very wide range of images of their top riders. I was tasked with doing rapid sessions of 15-30 minutes with riders likes Jonas Vingegaard, Marianne Vos, Wout van Aert and Fem van Empel. The challenge was to shoot as many different poses as possible, including some with sponsored products. As I’d done this type of shoot multiple times before, I decided to spice things up a little. Halfway through my sessions with each rider I changed the light slightly and added some blocks. This allowed me to shoot images that were far more moody. In the end, working efficiently allowed me to shoot diverse images in extremely limited time.

Client: Team Visma – Lease a Bike

For the 2024 Tour de France, this elite cycling team launched a special kit in the theme of Renaissance. With the Tour starting in Florence, Italy, this was a perfect match. The tagline of the campaign was: The spirit of limitless thinking, referencing the philosophy of the team.

I traveled to the team’s altitude training camp in Tignes, France. Here, I set up a photo studio to capture a very wide range of studio shots with the team’s riders. These included Wout van Aert, Jonas Vingegaard and Matteo Jorgenson. Additionally, we went to a quiet climb to shoot some action and lifestyle images of the riders, making sure no passers-by got a sneak peak of the still unreleased shirt. The images were used on a variety of online channels to promote the kit and campaign.

Client: Team Jumbo-Visma

Team Jumbo-Visma launched a special shirt to wear in the 2023 Tour de France. The shirt is a collaboration with Dutch theme park Efteling and was designed around the theme of the Velodrome, a nostalgic attraction and also in a sense translates as a cycling dream. Each rider of the team has a custom dream of theirs that came true printed on the back.

To promote the shirt, I did a number of photoshoots with different riders of the team. These included studio shoots in Belgium, France and at a training stage in Spain. Additionally, riders posed outdoors to get some more lifestyle feel shots. Finally, I joined the men’s team for the Tour de France training stage in Sierra Nevada and captured content of the riders training while wearing this beautiful shirt.

Altogether I shot multiple hundreds of images of about 16 riders wearing the shirt. The images were used on a variety of online channels to promote the shirt.

Client: Team Jumbo-Visma

For this photo series I joined top Slovenian cyclist Primoz Roglic and his team on the final day of the 2023 Giro d’Italia in Rome. After three weeks of racing, the Team Jumbo-Visma rider came out on top and won the overal classification.

My focus for the series was on capturing authentic behind the scenes moments. Instead of shooting in-race action shots, I focus on shooting in locations you don’t normally get to see: in the team bus, behind the podium before and after the ceremony, in the restaurant where a little celebration took place, and with the team’s manager proudly carrying the gorgeous trophy through the airport.

Client: ING

ING bank has been the main sponsor of Dutch football for 25 years. In light of the extension of its partnership with dutch football association KNVB until 2028, I was commissioned to shoot a series of images to be used in both campaigns and as a pool of content. The goal here was to illustrate the wide spectrum of players supported by ING.

As KNVB’s main sponsor, ING supports all Dutch football players. This includes the youngest kids and the most senior players, and ranges from the most amateur of teams all the way to the national squad. A big part recently has been promoting and supporting women’s football. 

The most visible place the sponsorship has traditionally manifested itself is on the traditional orange vest players wear, which was the central connecting item for this shoot. Models for the shoot included a street football artist, two Down syndrome players and national team player Kika van Es.

Client: Team Jumbo-Visma

In 2022, Team Jumbo-Visma completed their long-time dream of winning the Tour de France, the biggest cycling race in the world.

After joining the team for the Tour’s start in Denmark, I rejoined them in Paris to document what their victory looks like, with some special attention for Jonas Vingegaard.

From the start of Le Tour’s last stage, to the celebration at the Dutch ambassador to France’s residence, all the way to Copenhagen where Jonas got a hero’s welcome, my focus was on capturing what comes your way when you win this biggest of all races.

Client: Team Jumbo-Visma

Paris-Roubaix is an iconic cycling race in any given year. The 2021 edition proved to be historic: after heavy rainfall, the gruesome cobbles were coated with mud and deep puddles. In addition, this was the first time a women’s Paris-Roubaix was finally raced.

I shot the race behind the scenes for Jumbo-Visma cycling team. At the finish line, riders looked more like miners than athletes.

It’s arguably easy to shoot interesting images when riders come in looking like this. Therefore, I focused on capturing some meaningful moments that make you appreciate the brutal day these riders had. 

Client: Team Jumbo-Visma

The start 2022 Vuelta a España was special for Team Jumbo-Visma: with the first 3 stages taking place in the Netherlands, this was a real chance to show themselves in front of a home audience.

Stage 1 offered the perfect opportunity, since it was a team time trial. I documented the journey of the team, from training at an airforce base, to final race day preparations, and finally to celebrating a decisive victory. The icing on the cake was Robert Geesink getting to wear the red leader’s jersey in his home country, making this just a perfect story for the team.

Client: Team Jumbo-Visma

Cycling team Jumbo-Visma tasked me with shooting a series of series to showcase their new 2022 kit. These images are used to launch the new kit and are also supplied to media.

The images were shot on the gorgeous coastal road near Girona, Spain. The biggest challenge on shoots like these is logistics. The riders follow a strict training schedule, so a shoot shouldn’t take too long or be too demanding physically.

In addition, the shoot takes place a few weeks before the kit is launched. Just one cycling-savvy bystander is enough for the kit to be leaked, so time is of the essence while shooting.

To make the shooting easier to do, we used a convertible car, allowing for a nearly 360 degree view of our subjects. The view between shots wasn’t too bad either.

Client: Herbalife

This series of images shows Herbalife athlete Noël Van ‘t End in a cinematic setting in a locker room. The goal of the shoot was to create content that both the brand and athlete could use, showcasing their partnership.

Client: Talent Empowerment
Location: Den Bosch & Utrecht, the Netherlands

Talent Empowerment is a Dutch agency that helps match top athletes and companies wishing to get into sports sponsorships. Their main goal is to guide the athlete to the Olympics and develop their full potential along the way.

The agency commissioned me to shoot portraits showcasing the personality of each of their athletes. While these athletes range from skateboarding to sailing and from fencing to karate, the main staple of them are top Dutch hockey players. Pictured here are Frédérique Matla, Sanne Koolen, Josine Koning, Maxime Kerstholt, Hester van der Veld, Marijn Veen and Renee van Laarhoven.

The final images are used for multiple stakeholders. The athletes use them on their social channels, Talent Empowerment uses them for both online and offline promotion, and the athletes’ sponsors use them to activate their sponsorships.

Client: Team Jumbo-Visma
Location: Madrid, Spain

2019 turned out to be Jumbo-Visma’s big year, seizing some 52 victories and winning their first Grand Tour. I joined the team on one of the final stages, just as Primoz Roglic went down in a crash. The stage saw the team have to fight extremely hard for the red jersey, which they took to Madrid safely during the Vuelta’s final stage. My focus here was on documenting some behind the scenes moments that show how the team experienced this unique Vuelta.

Client: Team Jumbo-Visma
Location: Brussels, Belgium

In recent years, the Jumbo-Visma team has focused on perfecting its time trial. Wind tunnel testing, custom shaped handlebars and bringing in top staff like Mathieu Heijboer and Tony Martin are the pieces to complete the puzzle.

The 2019 Tour de France featured a team time trial in Brussels, which was to be a significant factor in the general classification. I tagged along with the team to document the process they went through for this stage.

We started at a Dutch airforce base, where the 8 riders fine-tuned their tactics. Afterwards, we relocated to Brussels, where I witnessed the team’s final preparations on the day of the stage. I went straight from the starting location to the finish, to capture the team’s sheer delight after they pretty much destroyed their competition.

In the end, this was a unique opportunity to document the process that goes on when 8 elite cyclists turn into one dominant team.