My name is Rogier Smalhout. Most people call me 'de Reiger', which means heron in Dutch. 

I'm a director, creative, writer and founder of Appelsap Festival, 
Amsterdam's renowned Hiphop platform.

My (visual) language reflects my passion for music, art, film, fashion and street culture. Whether directing film, creating an ad campaign or programming music, I particularly love to match the right people in the projects I take on.
Companies, agencies and brands I've worked with include Ace & Tate, Luxottica, Stedelijk Museum, Nike, KLM, Kornuit, Van Gogh Museum, WeTransfer, Young Capital, Tommy Hilfiger, Red Bull, VICE, Patta, Boiler Room, Soulection, Nederlands Film Festival, Museumnacht, NL Film, Footlocker, Daily Paper, Top Notch, VanMoof, Bugaboo, Missoni, ...,staat, Virtue, HERC, JWT and 72andSunny.