“I think that online advertising will assert itself particularly in viral campaigns. For instance, think of Spike Jonze’s short clip ‘I’m Here’ – strategies like that shape the image of a brand in an unobtrusive way.”

Niels Schrader, born in Caracas, Venezuela, in 1977, studied communication design at the Düsseldorf University of Applied Sciences and at the Sandberg Institute in Amsterdam. He worked as a freelance designer for Uwe Loesch and Irma Boom, before opening his own studio in Amsterdam in 2005. Among his clients are the Mondriaan Foundation, the Graphic Design Museum Breda, the Goethe-Institutes in the Netherlands, the Leiden University Academy for Creative and Performing Arts, and the Slewe Gallery. Before starting to teach at the Royal Academy of Art in The Hague, Niels Schrader has lectured at the Delft University of Technology and the Willem de Kooning Academy in Rotterdam. He has received several awards, including the Certificate of Typographic Excellence and the red dot design award. His short film “White Blackout” was screened at various film festivals such as the Milano Film Festival, and the Int’l Fest of Cinema and Technology in Los Angeles.