The new o2 campaign. NU PROJECTS 'can do' as commissioned by VCCP Berlin

Tom van Schelven’s fun, friendly energy on set fills every inch of his still and moving images. And that’s by design.

“I want to make people smile,” says the London-based photographer. His vibrant, graphic, honest works are equal parts grand and relatable, and his approach to color and composition is masterful. As a result, it often feels as if Tom’s subjects are bursting off the page. Perhaps it’s his Dutch ancestral “directness” that drives him to strip ideas down, to find the simplest way of getting a message across. Nothing’s overly staged or forced.

His dynamic style has inspired collaborations with Sony, Nike, Vita Coco, Adidas, Coca-Cola, Stella Artois, Virgin Atlantic, Pinterest, Absolut, The Magnum Ice Cream Company, Carnival Cruise, Schweppes, British Airways, Smirnoff, Wrigley's, Captain Morgan, Johnnie Walker, YouTube, Guinness, Foot Locker, Sprite Zero, and Samsung. In 2023, Adobe produced a video portrait of Tom for its "Your Shot, Your Story" campaign.