SMARTHOUSE I creative impact studio

What SMARTHOUSE I creative impact studio does

SMARTHOUSE is a privately held creative impact studio headquartered at Nieuwe Achtergracht 17, Amsterdam, Netherlands, founded in 2011 by Danielle Guirguis, Suzan de Swaan, and Ot Leendertse. Originally a traditional production company, it added an advertising branch in 2015 (working with brands such as Tesla, Twitter, Tele2, and Toyota) before repositioning during the 2020 pandemic to focus exclusively on purpose-driven clients — a directional change it describes as a strategic reorientation toward impact work.

The studio operates three service pillars: Branding (brand strategy, visual identity, copywriting, content creation, and website design and development); Films (feature films, documentaries, animation, VR, and series, including the AWARE talent initiative); and Campaigns (strategy, coalition building and stakeholder alignment, creative concepting, activations, campaign platforms such as petition websites, and channel strategy with social rollout). Technology spans creative production tooling — motion graphics, VFX, animation, VR, and web design/development — rather than a proprietary platform. Ancillary commercial surfaces include the Smart Shop e-commerce store for branded merchandise (T-shirts, posters, pins) and the Creative Impact Makers vodcast for community building.

The business is a founder-led professional services studio with approximately 10 team members (partners, a junior designer, office manager, business affairs, intern, and financial controller, plus an open Project Manager role). Revenue is generated through quote-based project engagements with impact brands and purpose-driven individuals, supplemented by a small unit-priced merchandise line. Pricing for services is not publicly disclosed; pricing for merchandise is listed. Marketing mixes content, a vodcast, organic social (Instagram, TikTok, Facebook, LinkedIn, YouTube), Mailchimp email capture, and Google Ads retargeting. Recognition includes a 2024 Dutch Academy Award for 'La Ultima Ascensión' by Kevin Osepa and a Toronto Film Festival nomination for 'La Holandesa.'

Name

SMARTHOUSE I creative impact studio

Legal name

SmartHouse Amsterdam

Website

https://smarthouse.amsterdam

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Amsterdam-based SMARTHOUSE is a creative impact studio offering branding, film production, and campaign services exclusively to purpose-driven brands, organizations, and individuals. Founded in 2011, the firm pairs high-profile artistic credibility with strategic impact storytelling for mission-driven clients.

Ownership category

akta.pro rank

Product category

Creative & Advertising Services

NAICS

Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Creative branding services
• Film production studio
• Campaign development services
• Visual identity design
• Purpose-driven creative

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Creative Services: Branding, visual identity, copywriting, content creation, website design & development, film production, documentaries, animations, campaigns, and strategy services for purpose-driven clients
2. Smart Shop Merchandise: Sale of branded merchandise including T-shirts, posters, and pins through the Smart Shop e-commerce platform

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

SMARTHOUSE is a creative impact studio that develops branding, films, and campaigns for purpose-driven people and impact brands. The studio operates three integrated service pillars: Branding (brand strategy, visual identity, copywriting, content creation, website design & development), Films (feature films, documentaries, animation, VR, series), and Campaigns (strategy, coalition building, creative concepting, activations, campaign platforms, channel strategy). They also sell branded merchandise through the Smart Shop e-commerce store.

Product overview

SMARTHOUSE operates as a creative impact studio offering three integrated service pillars: Branding Services (brand strategy, visual identity, copywriting, content creation, website design and development), Film Production (feature films, documentaries, animation, VR, series), and Campaign Development (strategy, coalition building, creative concepting, activations, campaign platforms, channel strategy and social media rollout). The studio also operates a Smart Shop for branded merchandise and produces an original vodcast series called 'Creative Impact Makers' featuring purpose-driven creators. Founded in 2011 and expanded in 2015, the studio works exclusively with impact brands and people, producing content from branding to feature films and documentaries.

Differentiator

Problem solved

Functional benefit

Brands

• AWARE: A talent development program for people who don't have access to the film industry, founded by Suzan de Swaan.
• SMARTSHOP
• Creative Impact Makers

Quantifiable outcome

• Remake Society CEO named Rotterdam Business Woman of the year 2024 following re-branding engagement
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ACE ProducerscoreStrategic or Co-development PartnerDanielle Guirguis serves as Impact Officer to the executive board of ACE Producers. This partnership positions SMARTHOUSE at the center of European film producer network activities and industry sustainability initiatives.
• AWAREcoreStrategic or Co-development PartnerSuzan de Swaan founded AWARE, a talent development program for people who don't have access to the film industry. SMARTHOUSE is connected to this initiative as a founding entity.
• AdGreenNLcoreStrategic or Co-development PartnerDanielle Guirguis is cofounder of AdGreenNL, an initiative to make the advertising industry more sustainable. SMARTHOUSE contributes to and benefits from this sustainability network.
• European Film Academy's Sustainability Network (ASN)coreStrategic or Co-development PartnerDanielle Guirguis serves as Dutch delegate to the European Film Academy's Sustainability Network (ASN), connecting SMARTHOUSE to continental film industry sustainability initiatives.
• EAVEminorStrategic or Co-development PartnerSMARTHOUSE team member holds EAVE membership, providing access to European audiovisual leadership training and network.
• EurofilmminorStrategic or Co-development PartnerEurofilm team member serves as Dutch delegate to European Film Academy's Sustainability Network alongside Danielle Guirguis.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mother London: Independent creative agency producing integrated campaigns, brand work, and content for socially-engaged clients. Comparable to SMARTHOUSE in independent model and full-service creative capabilities spanning strategy, branding, and film content.
• StrawberryFrog: Amsterdam-founded creative agency known for 'movement marketing' and emotionally-driven brand work. Comparable to SMARTHOUSE in Dutch roots, independent structure, and emphasis on purpose-led, emotionally resonant creative.
• B-Reel: European creative studio with offices in Stockholm, Amsterdam, and Los Angeles, producing campaigns, films, and digital experiences for major brands. Comparable to SMARTHOUSE in its integration of design, film production, and campaign strategy with Northern European roots.
• KesselsKramer: Amsterdam-based independent creative agency with a strong reputation for socially-engaged, culture-first work. Closely comparable to SMARTHOUSE in geography, independent ownership model, and commitment to purpose-driven storytelling.
• Anorak Agency: Dutch independent creative agency producing campaigns and brand work with a focus on meaningful storytelling. Comparable to SMARTHOUSE as a small, Amsterdam-rooted shop working across branding, film, and campaigns for purpose-driven clients.

Broad incumbents

• Wieden+Kennedy: Global independent creative agency with a strong portfolio of socially-engaged campaigns (e.g., Nike, Patagonia). Comparable to SMARTHOUSE in its independent creative ethos and integration of film, brand, and campaign work, though at much greater scale.
• 72andSunny: Global creative agency known for culturally-relevant campaigns and purpose-driven brand work. Comparable to SMARTHOUSE in its emphasis on purpose-led creativity and integrated brand+campaign capabilities, though operating at significantly larger scale.
• Droga5: Award-winning global creative agency recognized for purpose-led campaigns and high-impact brand storytelling. Comparable to SMARTHOUSE in its emphasis on meaning-driven creative and integrated film/campaign work, but operating at much greater scale.
• TBWA\Hakuhodo: Global creative network known for 'Disruption®' methodology and purpose-driven work. Comparable to SMARTHOUSE in its emphasis on strategic creativity and cultural impact, though as part of a much larger global network.
• Saatchi & Saatchi: Global creative network with a strong heritage in purpose-driven brand work ('Nothing is Impossible'). Comparable to SMARTHOUSE in its focus on emotionally resonant, meaning-led campaigns, though operating at much greater scale across geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/smarthouse
• YouTubeyoutube.com/@smarthouse
• Facebookfacebook.com/smarthouse.studio
• LinkedInlinkedin.com/company/smarthouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SMARTHOUSE I creative impact studio