Niels Benjamin La Croix is a Dutch director and creative known for his unconventional approach to filmmaking. With a background as the youngest son of a bookkeeper and an activity supervisor, Niels embraced his role as a "misfit" from a young age. In the 1990s, he experimented with filmmaking using his father’s Sony Hi8 camcorder, later pursuing a career in advertising before transitioning to directing films. For the past decade, Niels has focused primarily on food-related commercials, crafting immersive, visually striking experiences that stand out in a crowded market. His directing style is marked by bold techniques—unique lenses, custom set designs, slow-motion shots, and dynamic soundscapes—everything to elevate the story and make it epic. Niels has worked with high-profile brands like McDonald’s, Heinz, Burger King, Nutella, Philips, and many more. Outside of filmmaking, he spent five years running a microbrewery and in 2018, appeared as a jury member on the popular Dutch TV show Het Perfecte Plaatje. Based in Rotterdam, Niels travels the world for his work and enjoys exploring nature and local cuisine with his partner and two daughters.