Amsterdam's Night Mayor carried an ADE cube across the city for GVB's festival trailer

Amsterdam Dance Event and transit operator GVB commissioned a 2026 trailer campaign connecting the festival, the city's nightlife and public transport.

The Night Mayor carries one glowing ADE cube from a warehouse full of them through Amsterdam's venues, trams and metro stations — the trip between gigs becomes the film.

Two films follow Freek Wallagh and the cube from a warehouse sequence — cubes switching off in rhythm under mirror-bounced spotlights — through a single shoot running from 11:30 AM to 3:00 AM. Backpackable camera and lighting kit moved between locations; real footage mixes with selected AI-enhanced shots and a custom soundscape, with post-production by Brave Media.

Released 7 October 2026 ahead of ADE; 80% of the campaign content was captured in that one overnight shoot. No audience figures yet at release.

For ADE x GVB 2026, Amsterdam Dance Event and transit operator GVB commissioned a two-film trailer campaign that follows Freek Wallagh, the city's Night Mayor, as he carries one illuminated ADE cube from a warehouse full of them through recognisable venues, tram lines and metro stations. The cube is the visual thread keeping the journey connected, and movement between places — the actual commute ADE visitors make — becomes the story, with GVB positioned as what connects Amsterdam's nightlife.

Cinematographer Erik Sonsma's behind-the-scenes account describes an intensive single shoot from 11:30 AM to 3:00 AM the following morning that captured 80% of the campaign content, using a compact backpackable camera and lighting setup. In the warehouse sequence, mirrors redirected spotlights to keep the light directional and sharp across repeated cube shapes, and the cubes' switch-off rhythm — part of the action — was coordinated in camera through power strips.

The films mix real footage with selected AI-enhanced shots and a full custom soundscape, with post-production by Brave Media, releasing on 7 October 2026 ahead of the festival.

The journey between venues is a real part of ADE, so the campaign made transit the connective tissue rather than an ad slot beside the content.

One person and one object give continuity across changing locations, keeping two films readable as a single journey.

The cube light sequences were staged practically — mirror-bounced spotlights and power-strip timing — to give the opening its own visual identity.

A compact kit kept a one-day, 15.5-hour multi-location shoot feasible in a city that had to keep moving.

Make the commute the campaign: when the journey between venues is part of the event, the transit sponsor owns the connective tissue instead of buying background slots.

The campaign released on 7 October 2026, ahead of Amsterdam Dance Event; no audience figures were available at release.