Everything starts with an idea. In collaboration with Sam van Dalen, who also is starring in this production, the concept of filming on location in Milano proved to be precious. The creative process initiates a rare and promising interaction between producer and client. The video highlights several notions of attractiveness, underlined by a different take on a pop song (Sang by Sam van Dalen). Sam van Dalen’s personal character, but also his business DNA is partially mediated through a mix of classical and modern images.