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) style reflects my passion for music, art, film, fashion and contemporary culture. Whether directing film, creating an ad campaign or programming music, I particularly love to connect the right people to the projects I take on. 
Companies, agencies and brands I've worked with include Wrangler, adidas, Ace & Tate, Nike, Luxottica, Stedelijk Museum, Ajax, Patta, Daily Paper, KLM, ABN Amro, Grolsch, Van Gogh Museum, WeTransfer, Young Capital, Tommy Hilfiger, Red Bull, Vice, Boiler Room, Soulection, Nederlands Film Festival, Museumnacht, NL Film, Footlocker, Tony Chocolonely's, VanMoof, Bugaboo, Missoni, ...,staat, Virtue, HERC, JWT, N=5, Hammerfest and 72andSunny.