Production company 100% Halal is growing and professionalizing. That’s why they’ve ditched the ‘100%’ in their name, changed their visual identity and added a few directors to their roster.

The new identity, designed by Mr. Boonstra (also one of the new directors) uses the RGB colors and refers to the ‘play’ and ‘pause’ buttons. Halal also changed its website. First of all by embracing the brand new .amsterdam extension, secondly by adopting a magazine lay out. In this ‘magazine’ you can find articles about the new directors, making-of films, short films, fashion stories, documentaries and campaigns that integrate film and photography.

The new directors on Halal’s roster are Mr. Boonstra, Michiel ten Horn, Jeroen Houben and young talents Mea Dols de Jong and Emma Westenberg. Elza Jo, Sophie van der Perre and Lotte van Raalte join as photographers – who especially reinforce Halal’s fashion photography department. Finally Bonne Reijn joins for styling and casting jobs and Mariella Kröll as new fashion agent.

Part of Halal’s transformation is also its move to a former school building next to the Heineken Brewery. Just like the website it’s more than just an office: a photo studio, event space and a soon to be opened in-house restaurant. We’re looking forward to the opening party later this month!

To top it all off Halal’s feature film ‘Prince’, written and directed by Sam de Jong and co-produced by VICE Benelux, is released in the US and premiers in New York today. Producer and owner Gijs Determeijer mailed us yesterday; “It’s quite exciting to be in New York for the premiere. The film gets tons of attention – I just found out we were mentioned in The Village Voice – and Sam is very busy doing interviews. Very Special!

We’re really happy to see that 100% Halal’s independent course is paying off!