National Police of the Netherlands
Client: Dutch National Police
Agency: Moving Target Media Creative Agency
Activities: strategy – concept – creation & video production
Netherlands / International
1. ‘For Blue’ – Corporate Film for the Police Services Centre
The Police Services Centre (PDC) is the beating heart behind the scenes of the Dutch police. Communication advisors, system administrators, psychologists, and many others work every day to ensure that officers can perform their duties effectively on the streets.
With the film For Blue, we wanted to tell that story — and above all, make people feel the pride of those who do this work. As one employee beautifully put it: “The police are more than what you see on the streets. To do your job well, you need a team. I’m proud to be part of that.”
From briefing and concept to production and evaluation, we worked closely with directors and communication managers. The result? A film that has become a standard part of swearing-in ceremonies, onboarding, and internal events — and that also shows the public how broad and essential this work truly is.
2. How Does the Riot Police Train? – Video on the Mobile Unit
When public order is under threat, there’s one unit that stands ready: the Mobile Unit. But how do you prepare for such demanding work?
In this video, we took viewers inside the world of the Mobile Unit’s training — from physical exercises to making tough decisions under pressure. Together with directors and project leads, we developed a story that not only informs but also shows the craftsmanship and care with which this unit operates.
The goal: greater public understanding — and more pride among the colleagues who do this challenging work.
3. This Is What We Do It For – Image Campaign for the Police
Police officers face crucial decisions every day, often in difficult circumstances and sometimes at great personal risk. Their work is driven by skill, passion, dedication, and courage.
With this film, we wanted to capture that feeling. The logline sums it up perfectly:
“By showing craftsmanship, passion, dedication, and courage, police professionals make critical decisions in life-threatening situations — decisions that make the Netherlands a safer place.”
Developed and produced in close collaboration with directors and communication managers, the film aimed to strengthen the police’s image and foster pride among employees.
4. Join Us as a #PoliceVolunteer – Recruitment Campaign for Police Amsterdam
Being a police volunteer isn’t a side job — it’s a meaningful choice. You bring your own knowledge and experience to an organization that stands at the heart of society.
For the Amsterdam unit, we developed a campaign to tell that story. Police volunteers from different backgrounds shared how, alongside their regular jobs, they contribute to the safety of their city.
The message was clear: you don’t have to give up your current career. It’s precisely your unique expertise that makes the difference. The result: a campaign that radiated pride and purpose — and inspired people to join.
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5. In an Officer’s Shoes – Film on Police Use of Force
There’s a lot of talk about police use of force. On social media, people call for tougher action — or criticize officers for reacting too quickly. What’s often missing is insight into how complex and demanding the reality really is.
That’s why we created a ten-minute film in which six ordinary Dutch citizens — not police officers — spent a day in an officer’s shoes. They learned the rules and laws governing the use of force, the training officers undergo, and above all, the moral dilemmas they face every day.
The power of the film lies in the experience itself. Not from behind a desk, but in the field — where decisions must be made in a split second. Participants felt firsthand how difficult, and sometimes even painful, those decisions can be.
The result is a powerful production that shows police use of force is never simple. It’s a matter of professionalism, responsibility, and humanity. And that’s exactly the perspective we wanted to share — with everyone who wonders what it’s really like.
6. New Police Station in Bergen op Zoom6. Nieuw politiebureau Bergen op Zoom
A police station is more than just a building. It’s a place where collaboration, connection, and safety come together.
The new station in Bergen op Zoom is a perfect example. With 350 flexible workspaces designed to encourage interaction and teamwork, the building supports the police in their daily work. Its façade, inspired by the surrounding polder landscape, connects the building to its environment.
This station is not only an efficient workplace but also a symbol of connection and joint commitment to a safer Netherlands.
n June, the shared emergency control room (112) for the police, fire, and ambulance services will move into the new building — merging the current control rooms in Middelburg and Tilburg into one unified hub.