ASML – the world-leading lithography innovator – was founded in Brabant, the same region where Vincent van Gogh shaped his early style and painted his first masterpiece, The Potato Eaters.
To mark ASML’s collaboration with the Van Gogh Museum and the exhibition The Potato Eaters: Mistake or Masterpiece?, Wolfstreet was asked to bring the partnership to life.
After sifting through Vincent van Gogh’s 819 letters, we found many parallels to be drawn between the life of Van Gogh and the journey of ASML. We were able to piece together the perfect letter using sentences of original Van Gogh letters, re-creating a letter to his home region Brabant.
This new letter was the script for the campaign film ‘A letter to Brabant’. It depicts a version of Vincent van Gogh going through life, remembering the hard work needed to succeed and showing unfaltering resolve to achieve his goals. Just as ASML had a rocky start and held true to their mission until they eventually succeeded.
