Earlier this year, we asked Amsterdam-based creative production studio +1 to help us create the trailer for this year’s TEDxAmsterdam event. We wanted to play with the notion of light as the western symbol 'an idea', and together we created a story which is about building, refining and unleashing your ideas. It is all set, of course, against the beautiful backdrop of the city of Amsterdam. The climax takes place at this year's venue, the Amsterdam Stadsschouwburg. Amsterdam and The Netherlands are synonymous with light; many of the famous 17th century Dutch painters (Rembrandt for instance, and later Vermeer in the 19th century) remarked on the ethereal quality of light in the Netherlands, and indeed it was this fact that brought many other painters to the country throughout the period. Ideas are, of course, a central part of TEDxAmsterdam, as is the city itself, and Amsterdam has many 'light-related' destinations – including on the bikes for which the city is also known, and which play a central role in our story. This year's TEDxAmsterdam will be held in the Stadsschouwburg Amsterdam. On the 30th November 2010, this grand city theater will provide a stage for the new ideas of bold thinkers and innovators in the fields of technology, entertainment, design, art, science and business. The common theme of the presentations will be “Science and Fiction”. Credits: Agency: +1 (www.plusoneamsterdam.com) Direction: Martijn Hogenkamp Assistant director: Cas Prins Production: Marcel Vrieswijk, Cas Prins, Geert Jansen D.O.P.: Ype Poortinga, Cas Prins Cast: Cas, Geert, Marcel, Marjolein, Ype, Senayt, Sara 3D: Tim van der Wiel Sound design: Kloaq Special thanks: Schram Studios & Cam-Unit Special thanks: Jim Stolze & Sasha Noad (TEDxAmsterdam)