Interview with Josephine de Ruiter from the Netherlands

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October 5, 2023
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October 6, 2023

Josephine de Ruiter

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.

Interview with the 2023 MUSE Creative Awards Winner -
Josephine de Ruiter

1Please give us a brief bio of yourself and your creative background.

I’m Josephine de Ruiter, 25 years old and a creative at VICE Media Group for the Benelux region. I’m from Rotterdam I but moved to Amsterdam to study Media & Visual Communication.

After graduating three years ago, I started a Creative Strategy internship at VICE, and luckily never left the team. I’m still working there with so much passion and enjoyment, largely due to the amazing people I get to work with!

2What made you become/why did you choose to become a creative?
Since I was young, I’ve always wanted to work in the creative field as I've always been captivated by the power of visual arts and storytelling in impacting people's lives and changing perspectives. For me, being a creative is the perfect combination of telling compelling stories and reaching young people like myself.
3Tell 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, conceptualize 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.

4What does “creativity” mean to you?
Creativity to me is about making people feel something, sparking conversations, and opening minds.
5To 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.
6Tell 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.
7What'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’re all so excited about.
8Describe your creative style and its main characteristics.
Raw and unfiltered, but with a light-hearted feel!
9Congratulations! 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.
10Can 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’s department for EU humanitarian Aid, we’ve created a film competition for aspiring filmmakers, Education In Motion that highlights the critical need for access to education during humanitarian crises.

The winning documentary is an incredibly powerful and moving film pitched by Varvara Mozhaieva which tells the story of Zosya, an 18-year-old visual artist who is rebuilding her life as an Art student in Dusseldorf after leaving war-torn Ukraine. We entered this award because this is one of many Ukrainian stories that deserves to be told and garner positive attention.

11What 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.
12If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
As I’m young myself and still feel like a student that just entered this industry, I would advise to follow your intuition. Your gut always knows if an idea is good or not and if a job or company is the right one for you. Also, believe in yourself, your talent and go after what you want!

Winning Entry

Education in Motion | 2023

Education in Motion | Josephine de Ruiter of VICE Media Group
Humanitarian crises threaten the education of young people across the world. The European Commission's department ...
(Read more at MUSE Creative Awards)

Josephine de Ruiter

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.

Read more about this interview with Alex (Qian) Wan from the United States, the Gold Winner of the 2023 MUSE Creative Awards.