Interview
Josephine de Ruiter
VICE Media Group, Netherlands
Josephine de Ruiter, a 25-year-old creative working at VICE Media Group for the Benelux region, hails from Rotterdam but relocated to Amsterdam to pursue studies in Media & Visual Communication.
1 Please give us a brief bio of yourself and your creative background.
I
2 What made you become/why did you choose to become a creative?
Since I was young, I
3 Tell us more about your business/company, job profile, and what you do.
My journey with VICE Media Group has been nothing short of incredible. VICE has given me the freedom to explore my talents and passion points, dig deep into stories that matter, and ultimately be my true self. At VICE Media Group we enlighten, entertain and empower young people, telling stories that are underreported, human-centric and thought-provoking. Being a creative, I get to brainstorm, conceptualise and bring these ideas to life. Working at VICE gives me the opportunity to explore my creative talents to expose untold stories and create compelling narratives.
4 What does “creativity” mean to you?
Creativity to me is about making people feel something, sparking conversations, and opening minds.
5 To you, what makes a “creative” idea and/or design?
For me, a creative idea should be unexpected and at the same time empowering a certain group or community.
6 Tell us about your creative and/or design process.
Obviously, the process depends on the project, but most commonly it starts with research and diving deep into the topic. Then, it's all about brainstorming with the whole team and making our ideas visual. Finally, we translate the essence of the concept into a compelling campaign.
7 What's your favorite part of the creative process and why?
Brainstorming with the team is by far my favourite part. I love it when you collectively come up with many ideas that over time melt into this one outstanding concept that you
8 Describe your creative style and its main characteristics.
Raw and unfiltered, but with a lighthearted feel.
9 Congratulations! As the winner of the 2023 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the award is a recognition of the importance of getting this story heard and of the hard work of the entire team. It motivates us all to keep making impactful content that resonates with our audience.
10 Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?
In partnership with the European Commission
11 What was the biggest challenge with this project?
Tackling the sensitive and ongoing topic of war demanded utmost sensitivity, but Zosya's openness granted us a unique insight into her life.
12 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
As I
