JUST is a small, director-led studio that builds a team around each brief, with exactly what it needs and nothing it doesn’t.
JUST makes documentaries, art films and video installations, as well as branded content and commercials.
Clients include V&A, Tate Galleries, Volvo, Rolex, Sony, Samsung, The Macallan, COS, Burberry and others.
Our Beginnings
I first read about Tuvalu in a newspaper. I’d never heard the name, let alone known where it was: a small country with a fate that felt too big for the page. The story stayed with me.
A few years later, in 2006, I was on a twin-engine plane from Fiji to the tiny airport on the capital island of Tuvalu, Funafuti, to understand a place living at the edge of climate change. The country faces the very real danger of disappearing beneath the waves, not an Atlantis myth, but a likely reality of this century. The questions were enormous and intimate at once: what happens to a culture when the land itself is at risk? What remains when an identity loses its anchor? This trip resulted in the documentary King Tide.
The journey also sharpened something in me: a lifelong pull toward stories that matter, told with restraint and care. In a way, JUST began there, as a commitment to clarity over noise, and craft over spectacle.
Juriaan Booij — Founder & Director at JUST
What We Believe
Challenging briefs are where we’re strongest. We’re drawn to the less obvious path, to images that can be quiet and still feel immense, and to stories that touch on larger questions without turning into lectures. What matters to us is the idea behind the work, not the size of the production.
We like natural light, lived-in spaces and the texture of materials, from wild landscapes to architecture, fashion and design. We think carefully about light, movement, rhythm, sound and stillness: details you feel more than you notice.
JUST is kept deliberately compact, a craft-first studio that brings in a focused team for each project, so decisions stay close to the work and more care ends up on screen. We work with people and organisations to make films that feel like a natural extension of what they do.
