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Artificial Intelligence concept of a brutalist atelier with a camera, digital workspace and natural light.

Rezon Pattipeiluhu / Ray Depatti · Creative Director · Since 2006

MATAGI
Studios

Move like the wind.

Creative direction for people building something they actually care about.

MATAGI is the home base. Studios is where we build with others.Selected brands, people and work
AppleBrand experience / 5 years Emma HeestersArtist photography Universal MusicPhotography + artwork Loco DiceInterview / electronic music Talpa NetworkHead of Photography Loiza LamersCampaign photography HBOCampaign footage Edson Sabajo / PattaInterview / streetwear CUPRACampaign footage SERAArtist photography Roots InspirePhotography + film F1rstmanArtist photography Radio VeronicaCampaign footage Henk SchiffmacherInterview / tattoo culture PETACampaign photography NonaArtist photography KPMGEvent photography SupergaandeCreator photography McKinsey & CompanySecond camera operator Dennis van AarssenArtist photography Winkelstraat.nlCampaign photography Vinchenzo TahaparyArtist photography AlbelliProduct photography GioArtist photography 4Mat FactoryHead of Photography KeizerArtist photography DSMDigital brochure Nino / Black LabelArtist photography KPNBrand experience Shary-AnArtist photography T-MobileRetail launch team Vincent VianenPortrait / creative Aliyah KolfArtist photography Benjamin MelzerCampaign photography Perry Mystique / DiztortionArtist / producer Dioni Jurado-GomezArtist photography

Why Studios

MATAGI is the home base. Studios is the bridge.

This was never about starting an agency.

MATAGI Studios grew out of building MATAGI live — with real products, customers, budgets and consequences. I learned by doing the work, putting it in the world and adjusting when reality said otherwise. Studios is where I selectively bring that way of thinking into other projects.

01Photography since 2006 02Building MATAGI live 03Commercial instinct without losing the soul

01 / Before we build

Your business may have grown. Your brand should catch up.

The expensive part is building the wrong thing.

You can be doing good work and still look behind. A website that once worked. A logo that never evolved. Photography that no longer represents the company. Merchandise nobody really wants to wear. A founder who knows they should be visible online, but never gets around to it. Most owners are too close to the business to see the gap clearly. My first job is to find it: what still works, what quietly costs attention, and what is actually worth upgrading.

Good fit

New founders building from zero — and existing founders whose business has moved forward while the brand, website or online presence stayed behind.

What I can bring
Strategy · Creative direction · Brand refresh · Web · Photography · Film · Founder content · Merchandise · Artificial Intelligence · Creative network

Bring the rough version

02 / Experience

Rezon Pattipeiluhu — Ray Depatti

One person. Two sides of the work.

I spent years inside brands and nearly two decades behind the lens. That means I understand both what needs to move people and what still has to work commercially.

Inside brandsR / 01

Rezon Pattipeiluhu

Retail · Technology · Customer experience · Brand operations

Retail, launches, operations, service, sales and customer experience taught me what a brand has to do after the campaign is over.

VET B.V.

Denim retailer in Almere, focused on jeans, fit and personal store advice.

Sales associate (summer job) — denim advice, fit and sales.

Selected employment and in-house experience.

Behind the lensR / 02

Ray Depatti

Photography · Film · Production · Creative direction

Since 2006 I have worked across artists, fashion, music, campaigns, television, culture, interviews and film. The archive is broad because the work took me into very different worlds.

Zazare Diamonds

Jeweller specialising in exclusive jewellery, diamonds and distinctive pieces.

Product photographer — an extensive collection of distinctive jewellery and diamonds, photographed for the store and website.

YOUR MOVE / NEXT? WHAT ARE YOU BUILDING NEXT?

Selected clients, roles and creative work.

Where it meets

MATAGI Studios

I am not interested in choosing between commercial and meaningful. The best work can do both. My role is to protect what matters, make the decisions clear and get the work into the world.

Artificial Intelligence / How we use it

Artificial Intelligence can speed up a lot. It still does not make the decisions for you.

Artificial Intelligence tools are now widely accessible. You can use them to write, create images, research, develop ideas, build websites and automate parts of a workflow. That changes what a company can do for itself. The useful question is no longer only whether you use Artificial Intelligence, but where it adds value, when to use it and how to keep the result true to the business.

I have spent hundreds of hours working with different Artificial Intelligence tools as a creative professional and use them daily across research, concept development, copy, imagery, development and workflows. That means I know both the possibilities and the limitations. You can produce a lot very quickly, but more output is not the same as a better idea, better quality or a consistent brand.

01

Get from idea to first version faster

Research, concepts, variants, copy, wireframes and prototypes can move much faster. That gives us something real to compare and test earlier instead of spending too long discussing what might work.

02

One good result is not a system

A strong prompt can produce one strong image or one good piece of copy. The harder question is whether result number twenty still belongs next to result number one. Consistency still requires direction, selection and control.

03

Know when not to use it

Not every problem needs an Artificial Intelligence solution. Sometimes real photography is better. Sometimes you need a developer, designer, editor or another specialist. The tool should serve the project, not decide the project.

The honest question

Do you still need someone like me?

Sometimes you do not. If you can use Artificial Intelligence to make exactly what you need and you are happy with the result, there is no reason to hire someone for that work. Experience becomes useful when you need to decide what to make, which tools are worth using, how to protect quality or how to keep everything feeling like one brand.

That is where I see my role. I do not use Artificial Intelligence to replace creative direction. I use it to research, build, test and improve faster. The work is still deciding where we are going, selecting the right output, spotting the problems and making sure the final result fits the rest of the business.

Career chapter / 4Mat Factory

Photography / Film / Interviews / Creative production

HEAD OF
PHOTOGRAPHY.

This is where photography expanded into film, interviews, production and branded work. I learned to move between disciplines without losing the idea.

01 / Collaborations
Media.Monks TRACE Dame Dash Studios
Media.Monks
TRACE
Dame Dash Studios

Brands and platforms I worked with during that chapter.

02 / Conversations Loco Dice
Edson Sabajo / Patta
Henk Schiffmacher

Conversations with people who shaped music, streetwear and tattoo culture.

03 / Broadcast / Award LA: A QUEER HISTORY WINNER / MIPCOM CANNES / 2022

4Mat Factory was credited as co-producer on the PBS documentary, winner of the Diversify TV Award for LGBTQIA+ representation — Non-Scripted.

Before the proof

Someone has to make the first move.

First website. First campaign. First product idea. Before there are results, there are decisions. I like that stage.

01

Fietsklik

Amsterdam bicycle-accessory startup.

Photography for the first website launch — the first commercial visual language people saw online.

02

Festibax

Product innovation · First campaign · Photography · Film

The first Festibax campaign in photography and film, plus a functional contribution to the product itself.

Festibax campaign photography by Ray Depatti
First campaign

Shot the first Festibax launch in photography and film.

Product contribution

Conceived and solved the removable buckle system for interchangeable straps.

Work in the world

Commercial work should still have a point of view. Hover a city. See the work.

Radio Veronica Amsterdam campaign projection photographed on location
CAMPAIGN FOOTAGE RADIO VERONICA

Amsterdam / public-space campaign

HBO Max The Last of Us Rotterdam campaign takeover photographed on location
CAMPAIGN FOOTAGE HBO / THE LAST OF US

Rotterdam / campaign takeover

CUPRA campaign production in The Hague photographed on location
CAMPAIGN FOOTAGE CUPRA

Den Haag / campaign production

People / Archive

Different worlds. Same curiosity.

Artists, makers and cultural figures photographed across nearly two decades. Different scenes, different years — all part of how I learned to read people and culture.

01
Negativ
RAPPER / ACTOR / BROADCASTER

A key voice from the D-Men era and Amsterdam’s early-2000s Dutch hip-hop generation.

02
Nino / Black Label
RAPPER / LABEL FOUNDER

Zaandam rap veteran who came up through LSD and later built Black Label Music.

03
Keizer
RAPPER

A defining voice of the 101Barz generation, known for Mama Sorry and an award-winning 101Barz session.

04
Gio
R&B / POP

Dutch R&B singer active since the mid-2000s, spanning solo records, collaborations and major live stages.

05
Supergaande
CREATORS / ARTISTS

Nesim and Qucee helped define a generation of Dutch YouTube culture through entertainment, interviews and music.

06
Emma Heesters
SINGER / SONGWRITER

Built an international audience through YouTube before crossing into Dutch pop, television and major live stages.

07
Nona
SINGER / SONGWRITER

Soulful Dutch singer who broke through with It’s Alright and Forever Yours.

08
SERA
SINGER / SONGWRITER

Turned social-first covers into a large international audience and a recording career.

09
Perry Mystique / Diztortion
PRODUCER / ARTIST

Dutch producer and artist who built an international career across hip-hop, pop and UK music.

10
Aliyah Kolf
SINGER / ACTOR

Won Holland’s Got Talent at eleven and grew from child star into a recording artist and actor.

11
Tommy
ARTIST

Part of the younger Dutch pop generation captured during the Ray Depatti archive years.

12
Tommy x Kiya
ARTISTS / MUSIC

A collaborative music portrait from the archive, documenting a younger Dutch pop generation.

13
Loiza Lamers
MODEL / ENTREPRENEUR

Won Holland’s Next Top Model in 2015 and became the first transgender winner in the global Top Model franchise.

14
Benjamin Melzer
MODEL / ACTIVIST

German model and activist known internationally for visibility within fashion and men’s media.

15
Vincent Vianen
CHOREOGRAPHER / FILMMAKER

One of the Netherlands’ defining commercial-dance figures, with a career spanning television, choreography and international stages.

16
Vinchenzo Tahapary
SINGER / PERFORMER

Dutch-Moluccan artist who moved from The Voice Kids to a third-place finish on The Voice of Holland.

17
Dioni Jurado-Gomez
SINGER / ACTOR / PERFORMER

Broke through with B-Brave after X Factor and continued across music, acting, voice work and performance.

18
Dennis van Aarssen
SINGER / SONGWRITER

Crooner and songwriter who won The Voice of Holland in 2019 and went on to win two Edison Jazz Awards.

19
F1rstman
ARTIST / SONGWRITER

Dutch-Pakistani artist who built a bridge between Dutch urban music and the international Desi scene.

20
Xerxes Naseri
SINGER / SONGWRITER

Dutch singer with Persian roots whose Jij Bent Van Mij reached number one on the FunX XChart.

21
Mafe
RAPPER / SINGER / SONGWRITER

Part of the Lefensmannen generation around Ronnie Flex, with collaborations across Dutch hip-hop.

22
Shary-An
SINGER / SONGWRITER

Broke nationally through the first season of The Voice of Holland and built a career across soul and pop.

23
La Rouge
KASKAWI / KAWINA / CARIBBEAN

A Surinamese-Dutch band connecting kawina and kaseko with contemporary Caribbean and Dutch urban culture.

24
Hansie / Florabwoyy
RAPPER / SINGER / PRODUCER

Part of the Van Klasse era in Dutch hip-hop; later moved into a new chapter as Florabwoyy.

Part of a much larger archive.

Out in the world

The work has to leave the studio.

PHOTOGRAPHY / ARTWORK / MEDIA / MUSIC

Press, platforms, releases, billboards. Work only starts doing something when it reaches people.

SELECTED LOGO ARCHIVEHOVER / TAP TO READ
AD
PRESS / NLAD

Photography published in national press.

De Telegraaf
PRESS / NLDe Telegraaf

Photography published in national press.

FHM
EDITORIAL / NLFHM

Photography published in editorial media.

Grazia
FASHION / EDITORIALGrazia

Photography published in fashion and entertainment media.

Adformatie
MEDIA / INDUSTRYAdformatie

Creative work featured in Dutch advertising and media press.

Tubantia
PRESS / NLTubantia

Photography and work featured in regional media.

BMBroadcast Magazine
BROADCAST / INDUSTRYBroadcast Magazine

Work and production credits covered by broadcast industry media.

FONK
CREATIVE / INDUSTRYFONK

Creative work featured in Dutch creative and media press.

Mic
DIGITAL / MEDIAMic

Photography published on the digital media platform.

Mediazine / MediaMarkt
RETAIL / EDITORIALMediazine / MediaMarkt

Photography used across Mediazine and MediaMarkt.

Apple Music
MUSIC / DIGITALApple Music

Photography and artwork published on artist releases.

Spotify
MUSIC / DIGITALSpotify

Photography and artwork published on artist releases.

DEEZER
MUSIC / DIGITALDeezer

Photography and artwork published on artist releases.

MOZA.nu
CULTURE / COMMUNITYMOZA.nu

Work published in cultural and community media.

STUDIO
ALPHEN
LOCAL / MEDIAStudio Alphen

Recent work published in local media.

Selected credits. Not the full archive.

03 / Selected work

From direction to something real.

Not concept decks. Live things built to preserve a story, build a world and grow a brand.

04 / Photography

The camera is still part of how I think.

I do not use photography because every project needs a shoot. I use it when the image has a job to do.

Fashion portrait in a beige jacket, photographed in a colourful interior.
Studio archive / 1
Close-up portrait with small white flowers in the hair and on the shoulder.
Studio archive / 2
Music cover with an artist in a black suit against a pink set.
Studio archive / 3
Side-profile portrait of a man in a light suit and black beanie against a pink and black set.
Studio archive / 4
Black-and-white campaign image with two models and typographic body paint.
Studio archive / 5
Action photograph of a dancer above a bench in an urban setting.
Studio archive / 6
More from the archive

Open an image to view it larger.

Photography from the MATAGI Studios archive, image 7
Studio archive / 7
Photography from the MATAGI Studios archive, image 8
Studio archive / 8
Photography from the MATAGI Studios archive, image 9
Studio archive / 9
Photography from the MATAGI Studios archive, image 10
Studio archive / 10
Photography from the MATAGI Studios archive, image 11
Studio archive / 11
Photography from the MATAGI Studios archive, image 12
Studio archive / 12
Photography from the MATAGI Studios archive, image 13
Studio archive / 13
Photography from the MATAGI Studios archive, image 14
Studio archive / 14
Photography from the MATAGI Studios archive, image 15
Studio archive / 15
Photography from the MATAGI Studios archive, image 16
Studio archive / 16
Photography from the MATAGI Studios archive, image 17
Studio archive / 17
Photography from the MATAGI Studios archive, image 18
Studio archive / 18
Photography from the MATAGI Studios archive, image 19
Studio archive / 19
Photography from the MATAGI Studios archive, image 20
Studio archive / 20
Photography from the MATAGI Studios archive, image 21
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Studio archive / 27
Photography from the MATAGI Studios archive, image 28
Studio archive / 28
Photography from the MATAGI Studios archive, image 29
Studio archive / 29

05 / How we move

Care deeply. Decide clearly. Move fast.

The world changes quickly. Tools change. Platforms change. Attention changes. Build fast. Test fast. Learn fast. But speed only matters when the reason is clear and the decisions are strong.

  1. Care deeply

    If there is no real reason behind the work, speed will not save it.

  2. Decide clearly

    Turn possibilities into decisions. Choose what matters and build that.

  3. Move. Listen. Repeat.

    Put it in front of real people. Learn from what happens. Make the next move.

06 / The offer

Rezon Pattipeiluhu
Ray Depatti

For founders starting — and founders ready for the next version.

MATAGI BUILD.

Your business can outgrow the way it looks from the outside. Founders are often too close to notice when the website, identity, photography, content or merchandise starts falling behind. Your audience notices faster. People compare quickly, expect more and move on when something feels unclear, dated or forgettable. I look at the whole picture, find the gap and decide what is actually worth upgrading. Most MATAGI Builds are around €10K.

01See what you stopped noticing

We look at the business with fresh eyes: positioning, identity, website, customer journey, content and the places where perception no longer matches the quality of the work.

02Upgrade what matters

That can mean a sharper identity or logo refresh, a better website, stronger photography, premium merchandise, or talking-head content that makes the founder more visible. We change what creates the biggest difference — not everything.

03Put it out. Learn. Keep moving.

We put the strongest version we can make now into the world, watch how people respond and use that information for the next move. If the relationship works, we keep building.

Bring the rough version

08 / Good to know

A few questions that make sense before we start.

You do not need to know exactly how a project should be structured yet. But it is reasonable to understand the investment, who you will work with and how we use Artificial Intelligence before you get in touch.

01 Do I need to know exactly what I need?

No. You may know something needs to improve without knowing whether the answer is a new website, photography, a brand refresh, content or something else. Show me what exists and where you want to go. We first work out the actual problem before deciding what should be made.

02 Can I work with MATAGI Studios on just one part?

Yes. Not every project needs to become a full MATAGI BUILD. Sometimes one strong photoshoot is enough. Or just a website, merchandise or a video series. MATAGI BUILD is most useful when several parts need to come together under one creative direction.

03 What does a project cost?

Most MATAGI Builds that combine several disciplines are around €10K. A clearly defined single assignment can be lower. Before we start, we agree what we are making, the investment, who is involved and when it will be finished. I would rather set a realistic scope than keep adding unexpected work during the project.

04 Will I work directly with you?

Yes. You work directly with me on the creative direction and the important decisions. I do a lot myself, but not everything. When a developer, designer, editor or another specialist is clearly better for part of the work, I bring them in. You do not have to manage a collection of disconnected suppliers yourself.

05 Can you also work with an established brand?

Absolutely. Existing does not mean everything needs replacing. Sometimes the logo is still right while the website and photography have fallen behind. Sometimes the visual identity works but the offer has become unclear online. We start by identifying what still works and only change what can genuinely improve the business.

06 Why hire you if I can use Artificial Intelligence myself?

For some things, you may not need to. If you can use Artificial Intelligence to make exactly what you need and you are happy with the result, there is no reason to hire someone for that work. My value is mainly in direction, taste, experience, selection, consistency and bringing several disciplines together when one good prompt is not enough.

07 Do you use Artificial Intelligence in client work?

Where it genuinely adds value: research, concept development, copy, prototypes, development or improving a workflow. Not because every project needs Artificial Intelligence. Sometimes real photography is better. Sometimes a specialist should simply make the work. The tool follows the project, not the other way around.

08 Who do you work best with?

Founders and teams who are seriously building something, are open to a clear point of view and want someone who thinks with them rather than only executes. If you connect with how we think, build and communicate, there is a good chance we will work well together.

09 / Contact

You do not need a polished brief.

Tell me what you are building, why it matters, what is already decided and where you are stuck. If I see a fit, we talk.

Rather email?
info@matagi.eu

Most MATAGI Builds are around €10K. Clear scope, price, team and timeline before we start.

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Bring the rough version