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THAT’S WHAT SHE SET

@thats.what.she.set

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authenticity is not for sale, except with us
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zo gezel met dit team bts foto’s door @mintkruijer DOMUS cover talent: Mula mgmt: @unisex.management creative direction: @dominiquevrhee @luka.f.k photography: @loisycohen producer: @alec.rabelink art: @gem.fz art: @poubellie art assistant: @mintkruijer gaffer & photography assistant: @mawbau styling: @indianaromavoss styling assistant: @roosvdstege muah: @baezanur project manager: @serenaoosterloo by @thats.what.she.set
Many think of Polaroid as a faceless American giant. The truth is very different. The last Polaroid factory sits in Enschede, a small Dutch town, where every frame passes through human hands. Polaroid partnered with THAT’S WHAT SHE SET to tell that story. Hence, we created a mini documentary series capturing the craft, the people, and the care behind instant photography. As a result? Fans fell in love all over again. And Polaroid’s own Senior PV said: “You really captured who we are and what we are about… our soul & DNA. Great job, love it!” by @thats.what.she.set
March 9 of this year, TWSS turned 4. We wanted to have a notorious party at the office, IYKYK, but we had a significant birthday to go to. Our ‘G’ turned 90. It’ll have to wait until summer. We’ll make it up to you by inviting her. Nuthin’ but a Granny Thang Danny Griffioen Joli Paradis, St. Maxime, France. June 2013 *A fun fact is that @poubellie met @snoopdogg that particular summer in @viproomsainttropez and had her first experience with drugs. *fun fact II is that Belle’s best friend met a lover that summer, and after her beau dropped drove them in his vanquish in the sunrise alongside the côte, they walked up —heels in hand— that steep hill to the house, while oma was already hanging up the laundry. by @thats.what.she.set
Vlammen delves deep into emotions in this music vid, with an 80s look, keeping it contemporary using holograms. We’re honored of our role in her wonderful world of dreamy melodies, emotive lyrics. Together, we craft a world where time loses its meaning, and all that remains is pure feeling—a world where you’re transported to a place where the boundaries of reality blur. At That’s What She Set, we’re committed to creating a visual world as a pillar on which the artistry of music can be presented. This music video marks the beginning of an exciting chapter in De Visser’s musical journey, and we’re thrilled to be a part of it. Stay tuned as we continue to unravel the mysteries of her mesmerizing new album. credits: Creative Direction by Danny Griffioen, Isabelle Griffioen and Eefje de Visser Directed by Danny Griffioen and Isabelle Griffioen Production Company: That’s What She Set Producer: Marjolein Aarten Cinematographer: Wouter Verberkt Assistant Camera: Jeroen Klokgieters Gaffer: Christian Van Marle Best Girl: Tara Bisoen Grip: Wesley Westerhuis Makeup: Beau Hoogerwerf Stylist: Eefje de Visser Suit: Anna Andeweg Production Assistant: Emma O’Neill Choreography: Valentine Galeyn Translation Lyrics: Lynn Koek and Chris Doyle Editor: Danny Griffioen Colorist: Roman Strijbos by @thats.what.she.set
I had such a fun day with @tuykdidier at one of my fave quiet spots in The Netherlands to shoot his collab with @pradabeauty for Luna Rossa Ocean ❤️⛵️ Directed, shot and edited: Danny Griffioen Colorist: Gary Grade by @thats.what.she.set
I will be joining the Society Jury for this year’s Dutch Creativity Awards. I can’t wait to see all the amazing work that is submitted. 👀 Deadline is today! 🔥 by @thats.what.she.set
This one for @nnooaahh2222 brought back our love for layers in Première. Director: Isabelle Griffioen DP: Simon Meesters Production Company: That’s What She Set Producer: Danny Griffioen 1st AD: Sanne Ten Broeke Camera Assistent: Peter Krijgsman PA: Alex Plumptre PA: Sylke aan de Brugh Cats: Zunneberg Animals Editors: Tim Schijf, Danny Griffioen Colorist: Gary Grade Special thanks to Sissi’s Expo-Resto and Damien Schipper by @thats.what.she.set
IA Group, a legal partner for insurance companies with over 20 offices worldwide, asked us to explain their abstract work personably. We went to shoot this in a factory in Porto and their Lisboa office around this time last year. It was a fun trip even though we lost a drone in the sea while filming at the port 😵 whoops — and IA loves the result. Check out their website, www.iagroup.com, as we were also in charge of the rebranding in 2022 and had their website made with portrait photographer @doomerlijn and our partner in web design: @thisisensemblestudio Director: Isabelle Griffioen Production Company: THAT'S WHAT SHE SET Production Partner: Annette Putman Producer: Anyah Sealey DoP: Danny Griffioen Editor: Danny Griffioen Graphic Design: Anne Fouchier Colorist: Gary Grade VO: Ian, Voicebooking by @thats.what.she.set
Our idea machine dreams of organizing a street race Tokyo Drift style with electric mini cars, but opening up a second office in NYC would be more likely. The 2010 Diesel campaign "Smart may have the brains, but stupid has the balls." lured Isabelle into the creative industry. In all honesty: she got both. by @thats.what.she.set
It’s been a while since we shot this video for Van Common, but we are beyond proud that it is finally out. We had so much fun making it; Eva Schaaf did an ACE job in the art department. Beau with the fantastic makeup skills to create creepy doctors. Daan coming up with endless grip ideas that Jelle made possible. The actors for keeping on going in the cold until the late hours. Tim, for always making us kill our darlings. Or should we say, patients. Directors - Danny & Isabelle Griffioen DOP - Daan Bothof Production Company - That’s What She Set 1st AC - Katja van de Broeke Gaffer - Chris van Marle Grip - Jelle van der Weiden Art Director - Eva Schaaf MUAH - Beau Hoogerwerf Editor - Sebastiaan van Ravenhorst, Tim Schijf Colorist - Gary Grade Actors - Dennis Out, Kas Lambers, Remy De Boer, Tessa Bouwmeester, Lindy Out Set Photographer - Maxim Bosman by @thats.what.she.set
Filling Pieces SS21 by Daniele Misso Photography - Danny Griffioen Art Directors - Marije Seijn, Matt Weber Make-up Artist- Laura Yard Make-up Assistant - Minou Meijers Starring Lamine, Jonathan, Willy, Davey and Ache by @thats.what.she.set
Have yourself a merry little Christmas, xxx by @thats.what.she.set

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