Invisible air, visible impact – how storytelling brings science to life: An interview with Hans de Jonge, director of ‘Clean Air Matters’
02 April 2025
How do you turn something as invisible as air quality into a compelling film? Director Hans de Jonge, the creative mind behind the Clean Air Matters film, shares how he used fiction, humour and visual metaphors to make the science behind ventilation and clean air both understandable and memorable. The result: a story that sticks – and makes people think.
The director of ‘Clean Air Matters’
Hans de Jonge, director at Oculus Film and the creative mind behind our recent "Clean Air Matters" film, specialises in transforming scientific concepts into engaging visual stories that connect with viewers on both intellectual and emotional levels.
When faced with the challenge of visualising something as invisible as air quality and viral transmission, Hans brought innovative techniques and a thoughtful approach to our MIST project. His ability to balance scientific accuracy with storytelling has resulted in a film that not only informs but also motivates viewers to take action.
The director of ‘Clean Air Matters’
Hans de Jonge, director at Oculus Film and the creative mind behind our recent "Clean Air Matters" film, specialises in transforming scientific concepts into engaging visual stories that connect with viewers on both intellectual and emotional levels.
When faced with the challenge of visualising something as invisible as air quality and viral transmission, Hans brought innovative techniques and a thoughtful approach to our MIST project. His ability to balance scientific accuracy with storytelling has resulted in a film that not only informs but also motivates viewers to take action.
In this interview, Hans shares his creative process, the challenges he encountered, and how his team at Oculus Film brought our message about ventilation and air cleaning to life on screen.
Turning science into a story
Creating worlds that do not exist, like in science fiction and alternate reality films, is a powerful tool for sparking imagination and prompting reflection. Not only in art and entertainment but also in science communication. These “what if” scenarios make people question future possibilities and potential consequences but also rethink the status quo. Humour is also key. It helps make messages memorable and engaging, particularly in topics that can be complex or serious.
Creating worlds that do not exist, like in science fiction and alternate reality films, is a powerful tool for sparking imagination and prompting reflection. Not only in art and entertainment but also in science communication. These “what if” scenarios make people question future possibilities and potential consequences but also rethink the status quo. Humour is also key. It helps make messages memorable and engaging, particularly in topics that can be complex or serious.
Trying to include both humour and a striking image that stays with the viewer, we started brainstorming together with the MIST team. Instead of going for a literal approach, for example, by visualising the otherwise invisible air flows with computer-generated imagery (CGI) or practical effects, we used full-face breathing masks as a narrative device to indicate that something was going on with the air. The masks communicate the importance of ventilation and clean air in preventing illness.
Building a fictional world
At the heart of this world is a fictional company that cares for its employees, advocating for clean air in a future or alternate reality where building ventilation does not exist. The breathing masks were only one way to bring this world to life. We also made propaganda-style posters, humorous safety icons, and AI-generated visuals, all reinforcing the story.
At the heart of this world is a fictional company that cares for its employees, advocating for clean air in a future or alternate reality where building ventilation does not exist. The breathing masks were only one way to bring this world to life. We also made propaganda-style posters, humorous safety icons, and AI-generated visuals, all reinforcing the story.
The story is light-hearted and humorous, showing that even with the mask, things are not ideal, but without it, things are much better. In fact, effective solutions for air quality already exist. Our goal is to make people aware of its importance and encourage action.
The fictional setting allows us to exaggerate certain elements, such as the size of the (fake) ventilation ducts, to emphasise the message without compromising the integrity of the concept. While the setting is fictional, we ensured that all details remained plausible to maintain scientific credibility. This approach reflects the challenges unique to science communication, where precision is critical, but creative liberties can help convey complex ideas engagingly and understandably.
In our search for the right arena for our story, we chose an office because it offered a realistic, crowded space where poor ventilation could be an issue. Although cafés or bars were options, the office better supports the story of a company inventing ventilation in a world where it does not exist. It is relatable, practical, and aligned with our target audience and message.
Bridging science and storytelling
In creating the film, we had to balance delivering the message seriously and accurately while keeping the story engaging. It would have been easy to resort to a lecture format or use a voice-over to provide the necessary context and explanation. Instead, we opted to weave the message into natural dialogue.
In creating the film, we had to balance delivering the message seriously and accurately while keeping the story engaging. It would have been easy to resort to a lecture format or use a voice-over to provide the necessary context and explanation. Instead, we opted to weave the message into natural dialogue.
The expertise of the MIST team was of key importance. My role as director was to bridge the gap between the scientific knowledge provided by the team and the storytelling aspect, ensuring the message was accurate and engaging and that all key scientific aspects would be included.
In various iterations, where writing drafts and discussing with the team were alternated, the MIST team approved the script, and we moved forward with production, the actual shooting of the film. The process did not stop there, as post-production required further adjustments.
The production reflects a strong design process and clear leadership, which keeps the vision intact and avoids the pitfalls of “design by committee.” The result: a film with both creative depth and potential for real-world impact.
Behind the scenes: memorable moments
The filming process was intense; everything had to be shot in a single day, and the fact that it was one of the shortest days of the year didn’t make this easier, as the amount of daylight was very limited. The team stayed focused, though, and by smart scheduling and the ability to use our own film lights to light the interior, we made it a memorable experience.
The filming process was intense; everything had to be shot in a single day, and the fact that it was one of the shortest days of the year didn’t make this easier, as the amount of daylight was very limited. The team stayed focused, though, and by smart scheduling and the ability to use our own film lights to light the interior, we made it a memorable experience.
We also faced challenges in the post-production phase, such as the decision to use CGI for the ventilation ducts and animated elements, like the spinning propeller on a character's hat, due to time and budget constraints. These creative choices helped us tell a compelling story while maintaining the integrity of the message.
Audience reactions and impact
Before releasing the film, I showed it to a small group of business owners to see how people unfamiliar with the topic would respond. In today’s world of ultra-short content, making a ‘longer’ format film might be a bit out of trend, so I was relieved that they stayed engaged and appreciated it. Many said it made them think about ventilation, something they had not considered before, which is exactly what we wanted to achieve with this film.
Before releasing the film, I showed it to a small group of business owners to see how people unfamiliar with the topic would respond. In today’s world of ultra-short content, making a ‘longer’ format film might be a bit out of trend, so I was relieved that they stayed engaged and appreciated it. Many said it made them think about ventilation, something they had not considered before, which is exactly what we wanted to achieve with this film.
The feedback so far has been positive, and people seemed to understand the message clearly. I hope the visual elements, like the masks or the hat with the fan, stick with viewers and prompt them to think about clean air in their own environments.
Take a look behind the scenes to see the effort behind the production.
Take a look behind the scenes to see the effort behind the production.
This film represents an important step in our mission to increase public understanding of airborne transmission and the critical role of proper ventilation in creating safer indoor environments.
02 April 2025
Invisible air, visible impact – how storytelling brings science to life: An interview with Hans de Jonge, director of ‘Clean Air Matters’
On March 27th, we proudly launched our video “Clean Air Matters”, created to raise awareness about the vital role of ventilation and air cleaning systems in reducing viral transmission in indoor spaces. This awareness film was made possible thanks to the creativity and efforts of the Oculus Film team.
Curious how the concept was brought to life on screen?
In our interview with Hans de Jonge, the film’s director, he shares insights into the creative journey, from translating invisible airflows into compelling visuals to striking a balance between science and storytelling.
READ MORE
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MIST Consortium Meeting 06 February 2024
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