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Rogier Hendriks

@rogierhendriks

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Multi-disciplinary Director & Designer | Director @welcometograil • Runway, Pika & Higgsfield CPP

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Design #07 for @atonebrewingco by @rogierhendriks

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3 days ago

I recently found these videos I made with Runway Gen-3 in 2025.

Simple text-to-video. No reference images. Just a prompt and a model that clearly didn’t always understand what the hell I wanted.

And that was exactly what made it interesting.

Gen-3 is gone now. I tried recreating the same idea with Runway Gen-4, Gen-4.5 and Seedance. Technically, they’re far more capable.

But they understand me too well.

The weird anatomy, broken motion, unexpected transformations, the hallucinations, they’re becoming harder to provoke.

I had exactly the same experience when Pika 2.2 disappeared.

AI keeps getting smarter, more coherent and more obedient. Great for production. Not always great for experimentation.

Maybe what we need is a Legacy slider.

A way to deliberately turn down intelligence and coherence. Turn up interpretation, instability and hallucination. Bring back some of the strange behaviour of previous models.

Because sometimes I don’t want AI to understand exactly what I mean.

Sometimes I want it to misunderstand me beautifully.

How about that Legacy Slider @runwayapp , @higgsfield.ai , @klingai_official , @pika_labs and many, many others… by @rogierhendriks

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15 days ago

Three minutes of controlled chaos.
Created for the YoungDogs “Who Let The Dogs In” party during Cannes Lions fest, this looping visual backdrop was designed to light up the party throughout the night. A collage of bizarre dogs, strange animations and glitching transitions, continuously evolving while the music kept playing.

Created in @higgsfield.ai , edited by hand.
Made for Artbox and YoungDogs.

@higgsfield.creators
📸 @martt013 taken in Cannes - Plage De La Croisette by @rogierhendriks

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3 months ago

Staff shirt design for @craftdistrictenschede by @rogierhendriks

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3 months ago

Last week, this poster I designed for @artbox_amsterdam and the 2026 @jongehonden.youngdogs party was all over Cannes during the @cannes_lions awards.

The concept combines hand-built digital design with AI-assisted 3D texturing. Every element started as a custom design before being transformed into detailed, tactile objects.

Years ago I stepped away from 3D. Not because I didn’t love it, but because I never had the patience to truly master it. Back then, working in a studio, I was lucky enough to collaborate with incredibly talented 3D artists who could bring those ideas to life.

As a freelancer, I no longer have that team around me.

What AI has given me isn’t a shortcut, it’s a way back in. It helps me experiment, learn and develop skills I probably wouldn’t have explored otherwise. Instead of replacing the creative process, it supports it.. at least for me. It allows me to direct, iterate and refine ideas until they become something that feels right.

Thanks to Artbox and Youngdogs for trusting me with the project.

Initial keychain concept.

Sponsors. taken in Cannes - Plage De La Croisette by @rogierhendriks

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3 months ago

Better late than never.

What a night at @boosterfestival. This was a project we never dreamed we’d be able to pull off.

We’re incredibly proud of the visual spectacle we created over the past few months together with @burt2burt, @rogierhendriks , @m_metropool and @poppuntoverijssel .

But what made the night truly special was all of you who showed up, sang your hearts out, and connected with our music. Thank you for making it unforgettable.

Let’s do it again sometime.

Another big ‘Thank You!’ goes out to @committedmedia for capturing everything on camera.

Next stop:
📍 Jera On Air
📅 Friday, June 26
🕧 12:30
📍 The Sparrow Stage

LET’S FECKING GOOOOO!!! taken in Metropool by @rogierhendriks

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4 months ago

GOLD at the GEMA Awards.

Early art direction explorations for the Bundesliga Season Opening Trailer 2025/26.

Inspired by football sticker culture, layered posters, ripped paper, urban textures and the raw energy surrounding matchday.

Developed in collaboration with @johanjnel .

A mix of digital animation, analogue experimentation and AI-assisted exploration helped shape the creative research process that ultimately led to the final visual language.

These images are a selection of early styleframes and visual explorations from the R&D phase.

The final film went on to win Gold at the GEMA Awards in the category Opening Season Trailer 2025/26.

Want to see how it all came together? Watch the full award-winning trailer via the link in bio.

#Bundesliga #MotionDesign #ArtDirection #FootballCulture #gemaawards by @rogierhendriks

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4 months ago

AI made a lot of things accessible for a lot of people.

Now everyone is chasing the same explanation for why rough, handmade aesthetics are suddenly everywhere: it’s the reaction to AI perfection…

Maybe.

But I’m not convinced that’s the whole story.
We’ve seen this cycle before.

The clean digital aesthetics of the 2000s reacted against the chaos of the 90s. The nostalgia wave brought back the 80s. Then the 90s. Now Y2K. Every generation romanticises what came before, especially the things that were once considered cheap, ugly, amateur or outdated.

Today it’s photocopied flyers, distorted typography, DIY layouts, rough textures and imperfect image-making. (An aesthetic I very much love)

The interesting question isn’t whether it was made by hand.
The interesting question is whether it feels like it was made by hand.

Recently I started experimenting with the new Recraft 4.1 model inside @higgsfield.ai . What surprised me wasn’t the image quality. It was how quickly it understood visual culture. With simple prompts it generated work that feels rooted in contemporary graphic design, subcultures, DIY aesthetics and Y2K-inspired visual language.

Which made me wonder:

If AI can convincingly recreate the feeling of craft, imperfection and human touch…

Does it matter if it’s DIY?

Or are we entering the era of DIYMB.
Do-It-Yourself-Make-Believe.

If the emotional response is the same, does the process still matter?

Curious where people stand on this.

@higgsfield.creators

#AI #Design #GraphicDesign #Higgsfield #recraftai by @rogierhendriks

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4 months ago

Atone comes from the subcultures that shaped us.
Music. Art. Design. Skateboarding. DIY spaces. Underground scenes. The things we grew up with and still carry with us.

We’ve always approached Atone more like a band than a brewery.
A band that doesn’t make music, but makes beer.

The visuals, the atmosphere, the edits, the artwork, the cans, the events, the way things feel. It all matters just as much as what’s inside the glass. No compromises on the experience. No separating the packaging from the product.

We make this because we genuinely love it.
And hopefully it inspires people the same way the brands, bands and artists that inspired us did.

This is Atone. by @rogierhendriks

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5 months ago

Here we go: ons fantastische line-up van het 10e Dutch Craft Beer Festival! Super trots op al deze mega brouwers die aanstaande zaterdag bij de Twentsche Foodhal gaan shinen.

Er zijn nog wat tickets te verkrijgen. Go get em!!!

(En stiekem een kleine teaser van onze nieuwe huisstijl 😁 by @rogierhendriks ) taken in Twentsche Foodhal by @rogierhendriks

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5 months ago

I wanted to the dog to go sit next to the @atonebrewingco cans and put it’s paw on top of it, but instead the dog did this…

#advertisingstruggles by @rogierhendriks

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5 months ago

We’re open!

Last Sunday we opened the doors for the people who helped built this with us.
From tomorrow, Craft District Enschede (CDE) is open to everyone. Tuesday through Sunday.

We didn’t step into a finished place, we rebuilt it ourselves over the past months. What it is now reflects how we think a brewpub should feel. Contemporary, open, and not stuck in old habits.

To mark the opening we brewed a collab with Wentersch.
“Epic” is an American IPA at 5.4% and it’ll be pouring from tomorrow, fresh from tap. There’s a very limited run of cans coming later.

The people in the last photo are a few of the ones behind Atone and CDE. Everyone who put in the hours to get this place ready, from rebuilding to painting and cleaning, including the women behind Atone. Different roles, same effort.

Now that the pub is open, we’re pushing straight on to get the brewery fully operational. First beers from our own tanks are close.

Please give @craftdistrictenschede a follow or just simply drop by and say hi!
See you at the bar! 🍻 by @rogierhendriks

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5 months ago