Floris: "Sometime in 2011, I took my father on a trip. I didn’t tell him what we’re going to do: surprise! A few days before, I had received a call from the operator of a large network of XL advertising towers along the motorway. Some spaces were still vacant. The gentleman offered that if we came up with something creative, he’d put it up for a friendship price. I happily took on the challenge.

So the surprise was that we’d drive past one of those giant advertising towers. Once we were in the car though, I did get a bit nervous. We had the incredible opportunity to do some great advertising and the ad didn’t even display a shoe. My father had NEVER done this in his time. But, he took it in stride. Occasionally, being high-profile did also mean something. Two years later, we got the same offer from Interbest. I came up with another joke and drove past that tower again with my father. You can see how that went in the video I shot during the drive.”

(Video below: Floris's own video recap.)