Frits Taberima

Background and creative development

Frits Taberima is a director at Lukkien. After completing his producing studies at the NFTVA (The Dutch Film Academy), he studied directing at the University of Southern California. His focus on music videos there sparked a lasting passion for visual storytelling.

He built his craft from the ground up, working as a first assistant director on feature films and commercial sets. Productions such as the feature film Fighting Fish taught him how a set operates—from the first call sheet to the final take. He later moved into creative leadership as a creative director, shaping concepts and campaigns long before they reached the camera.

Current work and directing approach

Today, Frits directs commercials, branded content and social films for a wide range of brands. His combination of creative and production experience allows him to understand both the ambition behind an idea and what it takes to deliver it.

He received a Silver Lamp for a viral campaign and directed the hyper-realistic, professionally produced Dentidrill infomercials. The success of this type of viral video depends on footage that feels authentic and credible—precisely his area of expertise.

For Heineken’s The Closer, he turned a simple bottle opener into a sharp comment on overwork culture. The campaign was shortlisted in the Use of Technology category at the 2023 D&AD Awards. It reflects his approach: a relatable human insight, expressed with lightness and precision.

Frits looks for the truth behind a brief rather than taking the obvious route. On set, he brings clarity to the process, keeping crews focused and productions efficient. The result is honest work that travels easily across film, social media and PR—and connects with the people it is made for.

Experience and selected clients

Directing since 2000, Frits brings extensive experience in commercial filmmaking across food and beverage, lifestyle and consumer electronics.

Selected clients: Nike, ING, ABN AMRO, Heineken, Adidas, Samsung and MediaMarkt, among many others.