Sjors believes humor is the glue that sticks to any concept.​ For Sjors, it doesn't matter in which format Sjors works. If it works for the story, a commercial can be anything from documentary to fiction. He always tries to grasp the right look and feel that fits a brand's identity, like to approach videos from a conceptual point of view, he’s on the lookout for a refreshing narrative and applies visual details that give the story a unique twist.

He’s mostly self-taught and have gained his experience in practice. A good concept invents itself.

‍