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Rezon Pattipeiluhu / Ray Depatti · Creative Director · Since 2006
Move like the wind.
Creative direction for people building something they actually care about.
Why Studios
MATAGI is the home base. Studios is the bridge.
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.
01 / Before we build
Your business may have grown. Your brand should catch up.
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 Photography that no longer represents the company.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.
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
02 / Experience
Rezon Pattipeiluhu — Ray Depatti
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.
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.
Denim retailer in Almere, focused on jeans, fit and personal store advice.
Sales associate (summer job) — denim advice, fit and sales.

Major sports retailer on Amsterdam’s Kalverstraat and a leading official adidas retail partner at the time.
Sales associate on the adidas floor — customer advice and sales, with product training on adidas technology and footwear cushioning innovations.
T-Mobile Netherlands — one of the country’s major telecom brands; renamed Odido in 2023.
Shop Advisor (Sales) — part of the launch team for the first Dutch store; later supported Haarlem and Almere.

Field-marketing agency helping major consumer brands perform on the retail floor.
Service merchandising for brands including Philips and Sony at MediaMarkt.
KPN’s business division for telecom, connectivity and digital services for companies.
Sales / Shop Advisor at KPN Business Centre Duivendrecht — business telecom, customer advice and sales.
Global technology company known for connecting product, design, retail and customer experience.
Five years at Apple, progressing from Back of House to Apple Specialist — operations, product, service, sales and customer experience.
Selected employment and in-house experience.
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.

Dutch media and entertainment company behind major television formats and productions.
Head of Photography for social channels and The Voice of Holland app — responsible for image production; photography was also used in national press releases.
One of the world’s largest music companies, working with international labels and artists.
Supplier for Universal Music Netherlands — commissioned for cover art and artist photography for Nona, Emma Heesters, Sera and many others.
International professional-services network for audit, tax and advisory.
Event photography for a KPMG event.
International science and innovation company with activities across nutrition, health and materials.
One-off photography assignment for a digital brochure — documenting DSM’s cheese-production division and how the operation worked.

European consumer brand for photo books and personalised photo products.
One-off product photography assignment for website templates and mockups — the images were used for years to present and sell products online.

Creative studio and production company for media, entertainment and new formats.
Head of Photography / creative production — photography, film and interviews across culture and entertainment.
Dutch online fashion platform focused on high-end and designer fashion.
Campaign photographer — “All the brands. None of the pain.” billboard campaign for Amsterdam’s P.C. Hooftstraat.
International animal-rights organisation known for high-profile campaigns against practices including fur.
Campaign photographer — No Fur campaign with Loiza Lamers and Benjamin Melzer.
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.

Leadership-development platform focused on ethnocultural talent and inclusive leadership.
Recurring photography and film partner — documenting programmes, people, conversations and events for Roots Inspire.

Global management consulting firm.
Second camera operator — filmed as part of a multi-camera production for McKinsey & Company.
Selected clients, roles and creative work.
Where it meets
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 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.
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.
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.
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
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
This is where photography expanded into film, interviews, production and branded work. I learned to move between disciplines without losing the idea.
Brands and platforms I worked with during that chapter.
Visual proof from a 4Mat Factory collaboration period.
Conversations with people who shaped music, streetwear and tattoo culture.
On set during the Loco Dice interview.
4Mat Factory was credited as co-producer on the PBS documentary, winner of the Diversify TV Award for LGBTQIA+ representation — Non-Scripted.
Rezon Pattipeiluhu on stage at the MIPCOM Cannes award presentation.
Before the proof
First website. First campaign. First product idea. Before there are results, there are decisions. I like that stage.
Amsterdam bicycle-accessory startup.
Photography for the first website launch — the first commercial visual language people saw online.
Product innovation · First campaign · Photography · Film
The first Festibax campaign in photography and film, plus a functional contribution to the product itself.
Shot the first Festibax launch in photography and film.
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.
Amsterdam / public-space campaign
Rotterdam / campaign takeover
Den Haag / campaign production
People / Archive
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.
A key voice from the D-Men era and Amsterdam’s early-2000s Dutch hip-hop generation.
Zaandam rap veteran who came up through LSD and later built Black Label Music.
A defining voice of the 101Barz generation, known for Mama Sorry and an award-winning 101Barz session.
Dutch R&B singer active since the mid-2000s, spanning solo records, collaborations and major live stages.
Nesim and Qucee helped define a generation of Dutch YouTube culture through entertainment, interviews and music.
Built an international audience through YouTube before crossing into Dutch pop, television and major live stages.
Soulful Dutch singer who broke through with It’s Alright and Forever Yours.
Turned social-first covers into a large international audience and a recording career.
Dutch producer and artist who built an international career across hip-hop, pop and UK music.
Won Holland’s Got Talent at eleven and grew from child star into a recording artist and actor.
Part of the younger Dutch pop generation captured during the Ray Depatti archive years.
A collaborative music portrait from the archive, documenting a younger Dutch pop generation.
Won Holland’s Next Top Model in 2015 and became the first transgender winner in the global Top Model franchise.
German model and activist known internationally for visibility within fashion and men’s media.
One of the Netherlands’ defining commercial-dance figures, with a career spanning television, choreography and international stages.
Dutch-Moluccan artist who moved from The Voice Kids to a third-place finish on The Voice of Holland.
Broke through with B-Brave after X Factor and continued across music, acting, voice work and performance.
Crooner and songwriter who won The Voice of Holland in 2019 and went on to win two Edison Jazz Awards.
Dutch-Pakistani artist who built a bridge between Dutch urban music and the international Desi scene.
Dutch singer with Persian roots whose Jij Bent Van Mij reached number one on the FunX XChart.
Part of the Lefensmannen generation around Ronnie Flex, with collaborations across Dutch hip-hop.
Broke nationally through the first season of The Voice of Holland and built a career across soul and pop.
A Surinamese-Dutch band connecting kawina and kaseko with contemporary Caribbean and Dutch urban culture.
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
PHOTOGRAPHY / ARTWORK / MEDIA / MUSIC
Press, platforms, releases, billboards. Work only starts doing something when it reaches people.
Photography published in national press.
Photography published in national press.
Photography published in editorial media.
Photography published in fashion and entertainment media.
Creative work featured in Dutch advertising and media press.
Photography and work featured in regional media.
Work and production credits covered by broadcast industry media.
Creative work featured in Dutch creative and media press.

Photography published on the digital media platform.
Photography used across Mediazine and MediaMarkt.
Photography and artwork published on artist releases.
Photography and artwork published on artist releases.
Photography and artwork published on artist releases.
Work published in cultural and community media.
Recent work published in local media.
Selected credits. Not the full archive.
03 / Selected work
Not concept decks. Live things built to preserve a story, build a world and grow a brand.
Culture & digital heritage
CASE / 0175 years of Moluccan history in the Netherlands, brought into one digital place so stories can be found, understood and passed on.
Brand world in developmentWorld ofBrand world in development
CASE / 02The research and culture world behind MATAGI — where fashion, history, makers and ideas meet and feed new work.
Brand / Commerce / Culture
Brand & commerce platform
CASE / 03MATAGI in motion: product, story, commerce, reviews, service and constant iteration in one live platform.
04 / Photography
I do not use photography because every project needs a shoot. I use it when the image has a job to do.
Open an image to view it larger.
05 / How we move
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.
If there is no real reason behind the work, speed will not save it.
Turn possibilities into decisions. Choose what matters and build that.
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.
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.
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.
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.
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.
08 / Good to know
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.
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.
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.
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.
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.
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.
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.
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.
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
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
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