Project Details
Client – Petrol Industries
Marketing – Martine Boerrigter, Iris N. and team
Film Production Agency – Matemade
Director – Rakhal Heijtel
Producer – Niels Gross
Campaign Stills – Jos Kottmann
Photo Assistant – Jarno de Groot
Shot by – Niels Gross & Rakhal Heijtel
Fixers – Matthew Tomac, Amanda Morales
Hair & Make-up – Terri Lodge
Edit – Bowie Pladet
Inspired by the legendary Lumberjacks
Producing lookbook and campaign content shaped by brand heritage. Inspired by the rugged spirit of Wisconsin’s legendary lumberjacks and the raw beauty of the forest. Every detail. Logistics, casting, props, locations, licenses, drones. All in from start to finish.
10 Days, 8 Models, 60 Social Assets, 3 Brand Films
After months of preparation, we executed a 10-day shoot across diverse locations with a cast of eight models. The output was extensive: 60 social assets tailored for Petrol’s international channels 3 unique brand films, each with its own tonality A collection of stills that capture the raw spirit of Petrol’s DNA Every deliverable was crafted to stand on its own — yet together they form a cohesive visual universe rooted in the American landscape.
A Campaign Built on Authenticity and Precision
From the first research call to the final edit, this project showcases what Matemade does best: bringing brand stories to life through well-designed, international productions that balance creativity, efficiency, and operational excellence.
An ode to the rugged spirit of Wisconsin’s forests
Producing Petrol Industries in the USA – Authenticity, Precision & International Craft
For Petrol Industries, Matemade delivered a full-scale international production in the United States — a project shaped around authenticity, efficiency, and the power of a compact, highly skilled core team. With our experience in global filmmaking, we set up a lightweight but robust multi-day campaign shoot, combining Dutch direction and production with local American expertise.
Producing in the USA — Authenticity, Precision & International Craft
A Compact Team, A Wide Horizon
The brief required the unmistakable feel of the USA: wide-open landscapes, raw textures, and a sense of movement that simply cannot be replicated elsewhere. To achieve this, we traveled with a small core team from the Netherlands and complemented it with trusted local specialists. This hybrid setup gave us the agility to move fast, stay efficient, and focus our energy where it matters: creating powerful images with genuine presence.
Research That Shapes Results
Before stepping on set, we invested months in meticulous location research. We needed areas with maximum variety in minimal distance — a landscape that allowed us to shoot multiple moods, stories, and styles without losing time to long travel days.
This is where our international experience becomes tangible: understanding terrain, logistics, permitting, and local working rhythms. From desert textures to small-town Americana to roadside realism, each location was chosen for both efficiency and authenticity.
Local Partnerships That Elevate Production
A production of this scale overseas demands a partner who understands the weight — and the pace — of fashion and lifestyle campaigns. We searched carefully for the right local production support: a team that could match our standards, anticipate challenges, and collaborate seamlessly across long days and multiple units.
Working internationally means navigating different regulations, cultural nuances, and working styles. Local permits, union boundaries, insurance requirements, gear availability — every region has its own playbook. Matemade knows how to interpret these differences and streamline them into a smooth, workable plan.
Our job is to fully unburden the client while safeguarding the creative vision, campaign scope, and financial structure.
10 Days, 8 Models, 60 Social Assets, 3 Brand Films
After months of preparation, we executed a 10-day shoot across diverse locations with a cast of eight models. The output was extensive:
- 60 social assets tailored for Petrol’s international channels
- 3 unique brand films, each with its own tonality
- A collection of stills that capture the raw spirit of Petrol’s DNA
Every deliverable was crafted to stand on its own — yet together they form a cohesive visual universe rooted in the American landscape. The result is a campaign that feels unmistakably Petrol — bold, real, and built on craft.
