HALAL launches HALAL Studios
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Creative Director Pascal Duval joins from VanMoof to complete leadership team with Head of Studio Caroline Hagoort.
After sixteen years of trailblazing work in commercials, photography, film and documentaries as one of Europe’s leading production companies, HALAL is launching a new division: HALAL Studios.
HALAL Studios will offer craft-obsessed strategy and concept development, right through to execution, working directly with brands as well as collaborating with agencies and other creative entities. The new studio will be led by one of Amsterdam’s most renowned creative directors, Pascal Duval, the former Chief Creative Officer at VanMoof. Duval will join another new hire, Caroline Hagoort, from eBay and Booking.com, and together the two will make up the leadership team, working closely with HALAL partners and founders Gijs Determeijer and Roel Oude Nijhuis.
Since launching in 2005, Amsterdam’s HALAL has become one of the most sought-after production companies in the industry. Responsible for countless unforgettable film and photography projects, the company has become increasingly known for award-winning work on behalf of brands. For some time now, that has included developing campaigns directly with clients, including Lynk & Co, Nike, Wrangler, Unicef, and more. With the new division HALAL will be giving strategy, concept and creative development a more central role - developing world-class campaigns from the ground up, working with talent from the worlds of fashion, street style and youth culture. The aim is to shrink the gap between brands and makers.
Under the motto ‘We’re all Makers’, some of Amsterdam’s most sought-after talent will be part of kick-starting the new studio.
Joining as Creative Director is Pascal Duval, formerly Chief Creative Officer at pioneering e-bike brand VanMoof. The brand’s most recent campaign, Ride the Future, was shot with HALAL working together with Duval, and as such gives a glimpse into the creative potential of this collaboration. Duval was also previously responsible for client-side work for ASOS and G-Star RAW, scoring the Grand Prix at both Cannes Lions and the Art Directors Club Netherlands for the Raw for the Oceans campaign. “I’m thrilled to start working on a more diverse portfolio ,and for brands that use their power for good, are willing to change, and to make work that stands out from the crowd”, says Duval. “HALAL Studios is the place for that. HALAL has a vibe, a style that is very precious and very much its own, but it’s one that also represents young, talented Amsterdam. I’m looking forward to helping build brands that matter, and creating groundbreaking content along the way.”
Alongside Duval, HALAL’s new Head of Studio is Caroline Hagoort, joining after senior production roles at Booking.com and eBay. “I feel like I have always been part of the creative industry in some way,” explains Hagoort. “And my recent decision to move away from client side has everything to do with the great potential HALAL Studios has as a true creative partner to its clients. It’s not intended to be a typical agency, meaning that we aim to shrink the gap between brands and makers, to be more agile and cost-effective. But still with HALAL’s signature style: authentic, young at heart, bold, stylish and fun.”
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Duval and Hagoort will make up HALAL’s new leadership team, alongside HALAL partners Gijs Determeijer and Roel Oude Nijhuis. The new studio is defined by authentic and culturally relevant storytelling, and through its modern and nimble way of working, assembling bespoke teams for projects from its vast pool of international talent.
Gijs Determeijer, partner at HALAL: “Brands in today’s world are built by brand love, not brand advertising, and everybody with their own media channel on social has the ability to make or break a brand by virtue of how they talk about it. Stories from brands should not be forced upon people, but be made with them and for them, and our work is purpose built to come alive in today's culture, it's meant for our audience to share as a reflection of their values and taste. Because today we are all makers.
The world doesn’t need any more agencies, but people are looking for ways to bring concept and execution closer together. HALAL Studios is brand new, but it actually continues what we’ve been doing for a long time: partnering with brands that matter, creating peerless work that impacts and resonates with young audiences, and ultimately connecting craft to the zeitgeist of tomorrow. We’ve always been defined by exceptional talent, coming from the worlds of fashion, music and art, and the new team kicking off HALAL Studios is no exception.”
