Amsterdam the creative hub

The energy of the Dutch capital’s creative sector is undisputed. Its liberal culture seeps into the industry allowing content creators to produce extraordinarily innovative work. But as more international powerhouses gravitate to the city, what’s next for Amsterdam?

To start, the Netherland’s offers an attractive 35% cash rebate for filmmakers. With up to EUR1.5 million available per film, foreign productions will benefit from more than just dreamy canals and classic architecture. The programme is also focused on developing the Dutch film industry both domestically and internationally.

Local writer and director Laura Hermanides began filming her debut feature film, The White Flash in October 2022. The project shot for 19 days in the Osdorp district of Amsterdam and amassed a total of EUR500,000 in funding from The Netherlands Film Fund and the Amsterdam Fund for The Arts.

While incredibly welcoming to international productions, the development of its local industry is key. The Netherlands Film Fund’s Cinescoop scheme aims to champion those local voices who want to develop commercial, internationally-facing, Dutch features.

The first three feature films to receive support from Cinescoop, each to the tune of EUR 1.8 million, were Jaap van Heusden’s drama In Alaska, Vincent Bal and Sem Assink’s animation Miss Moxy and Tallulah Schwab’s travelling magician story Mr K. At the heart of it all is Amsterdam, the bustling city of culture that injects the country’s creative industry with its unique perspectives and talent. Beyond its own talent, Amsterdam is home to 130 international creative industry headquarters which provide employment for approximately 31,000 people.

Netflix’s 2020 arrival to Karperstraat, in the south of the city, saw a doubling of the number of workers previously employed in the area before their relocation. With the facilities accommodating 800 workers, Netflix’s station in Amsterdam, and the development of its wider European presence, has been enhanced by the local expertise.

“We have become very accustomed to the Dutch openness and directness over the past years, which is a great culture fit for our company and has supported our growth,” the US streamer said.

Prime Video’s Modern Love Amsterdam continues to bring the streamer to the city. The series is the first European adaptation of the 2019 US anthology based on the popular New York Times column. Other versions included three Indian language adaptations and a Japanese remake.

“Modern Love transcends distance and differences between people, which is why it resonates internationally with a large audience,” said Georgia Brown, Head of European Originals, Amazon Studios. “We are very excited to give a unique Dutch perspective to this format, for our Dutch and international viewers.”

“WHILE INCREDIBLY WELCOMING TO INTERNATIONAL PRODUCTIONS, THE DEVELOPMENT OF ITS LOCAL INDUSTRY IS KEY IN THE NETHERLANDS.”

MORE INTERNATIONAL HEADQUARTERS HAVE MOVED TO AMSTERDAM GIVEN THE FAVOURABLE TAX BREAKS AND BENEFITS FOR COMPANIES AND EMPLOYEES AS WELL AS THE STABILITY OF THE EUROPEAN UNION. Most notably, Amsterdam’s involvement in the advertising industry is becoming somewhat of a signature contribution to the creative sector. With companies such as The Family Amsterdam, TBWA\NEBOKO and KesselsKramer taking a roster of international brands under their wing and amplifying their marketing to a global audience, the city has become a force to be reckoned with.

“More and more international headquarters have moved to Amsterdam given the favourable tax breaks and benefits for companies and employees as well as the stability of the European Union,” stated Geoff Coyle, TBWA\NEBOKO’s international managing director to Little Black Book. “So, for talented creatives the work they crave has very much gone Dutch.”

Involved with a range of global brands, including McDonalds, ESPN, Deloitte, TBWA\NEBOKO is not afraid to take risks. Adidas’ controversial Impossible is Nothing campaign was criticised for displaying 25 exposed breasts. The response to the campaign was mixed – it was even being banned in the UK.

“The creative industry in Amsterdam is currently very influenced by the well-known social responsibility topics such as sustainability, inclusivity and women’s rights, that also play a role in the international advertising industry,” commented Joris Kuijpers, founder of The Family Amsterdam.

The Family Amsterdam is among those leading the way in creative innovation. With strong and longstanding relationships with brands such as G-Star Raw and Nestle, the company’s collegiate ethos creates a strong bond between themselves and the brands that they work with. “At The Family Amsterdam, we take inclusivity and diversity into account. Always. But mainly because we believe that a mix of people with different backgrounds and characters makes the work truly stronger, more diverse and more authentic,” added Kuijpers.

KesselKramer’s eclectic history as a creative agency has continued into the modern day. Creative directors Gijs van den Berg and Rens de Jonge are carrying on the legacy of founders Erik Kessels and Johan Kramer, utilising a straight to the point and truthful approach to their advertising campaigns.

Taking on another creative production for Dutch denim brand G-Star, Amsterdam and New York based Ambassadors bring another dimension to advertising. Utilising deep fake technologies, Ambassadors take viewers on a time travelling experience as a man ages with his jeans in the Wear Your Denim to the End campaign.

Ambassadors expanded their team this year bringing in South African talent Michelle Kreuger as head of production. With a team that reflects their international reach, the company’s diverse executive roster in combination with the liberal nature of the city they are rooted in creates the perfect foundation for uninhibited creativity.

As the local creative industry of the Netherlands reap the benefits of being exposed to a range of international heavy hitters, the global stage will always welcome the unique and multidimensional entertainment force. From advertising agencies bringing a Dutch flare to global brands and the film fund’s investment in upcoming projects, the future of the local screen sector is a promising one.

“THE CREATIVE INDUSTRY IN AMSTERDAM IS CURRENTLY VERY INFLUENCED BY THE WELL-KNOWN SOCIAL RESPONSIBILITY TOPICS SUCH AS SUSTAINABILITY, INCLUSIVITY AND WOMEN’S RIGHTS.”

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