The Academy Experience
Jack describes their time at the academy as playful and exploratory. He recalls: "It was a breeding ground for ideas, a place to meet people, share a love for image, and experiment. For me, it was about exploring all the different roles I could play." Jack had previously studied journalism and felt like diving deeper into audiovisual storytelling was the perfect next step.
Edward came from a technical background, with experience in lighting, sound, and video. "I wanted to go beyond the technical aspects and understand the why and how of storytelling. That’s why I joined the academy. Initially, I thought I’d become a cameraman, but I ended up exploring interactive video and installations, going beyond traditional fiction or documentary film."
Both worked as freelance filmmakers during their studies, balancing commercial projects with more experimental, autonomous work. This combination of professional experience and creative exploration, they agree, laid the foundation for their future careers.
Starting New West
"We realised we wanted a team, someone to exchange ideas with and complement each other’s skills," Jack explains. Edward adds: "After a few years freelancing, we knew we wanted to focus on a collaborative approach: splitting expertise, experimenting together, and building a business plan. That became New West."
Since the start, New West has grown into a versatile studio offering film, photography, and animation. They now have three permanent team members, often supported by interns, and continue to blend creative authorship with commercial work.
For Jack, the academy instilled the importance of collaboration and self-discovery as a maker: "It’s about daring to experiment and figuring out your interests." Edward emphasises analytical skills: "I learned to really look at film; how it’s structured, how to tell a story in an engaging way. Watching and discussing each other’s work was invaluable."
Both stress that the academy does not produce finished filmmakers, but it provides a framework for self-directed growth: "You have to actively develop yourself, experiment, and build your own approach," says Edward.
Maintaining Authenticity in Commercial Work
New West balances creativity with commercial relevance by staying true to their own perspective. Jack explains: "Be who you are as a maker. Our clients often have specific themes, but we integrate our societal engagement and human-focused storytelling into every production." Edward adds: "Our approach is rooted in understanding people, guiding them comfortably in front of the camera, and translating complex messages into genuine stories. This is our signature."
Their projects often reflect this philosophy, from employer branding campaigns for ASVZ, highlighting day-to-day life for people with intellectual disabilities, to a documentary exploring a Ukrainian village in Vlaardingen, blending journalistic insight with human empathy.
Looking Ahead
With a strong in-house team, New West is now equipped to tackle diverse projects from research to post across documentaries, animation, and photography series. Jack reflects: "We’re at the beginning of a new chapter, ready to engage with larger challenges while maintaining close collaboration and creative freedom.”
Edward adds: "Our ambition is to grow responsibly, keeping our identity intact, preserving creative autonomy, and fostering sustainable partnerships. The drive comes from us as makers and is shared across the team."
Through WdKA’s AV programme, Jack and Edward gained not just technical knowledge, but a lens through which to explore new worlds, exchange ideas, and build a network that has become the backbone of their creative practice. Today, NewWest embodies that spirit: connecting people, ideas, and stories that matter.
Advice for Emerging Filmmakers
Jack encourages young makers to remain passionate and persistent: "Do what excites you, and learn how it works in practice. Stick to what you truly believe in." Edward stresses focus and visibility: "Find your niche, pursue it, and let people know why you’re good at it. Your network is everything."
Team New West: Stephan de Goede, Bas Dickhoff, Edward van Dongen, Brynn Koelmans, Jack Westerlaken
