Caroline Koning: Director, HALAL


My NativeAdVert:

From the moment Caroline Koning first appeared on our radar we knew she was one to watch. It’s no surprise that the multi-disciplinary talent has been highly sought after, as her graduation film from the esteemed Amsterdam Fashion Institute, AMFI, added up to her first award. This was the beginning of what would mark a shift in Caroline’s focus, bringing with her a multitude of experience from the world of fashion into the craft of directing. Her first fashion film for Love Stories, ‘Bo’, was featured on Nowness and as Vimeo Staff Pick. The alluring film gained a cult-like following in the northern hemisphere.

Always being fascinated by the world of images, directing came quite natural to Caroline – who is completely self-taught. With great curiosity, a whole lot of discipline and a dose of stubbornness, she quickly grew a portfolio of work including high-profile jobs for the likes of Loewe and Scotch & Soda. Caroline’s work is, unsurprisingly, heavily influenced from her background in fashion. Stylized yet toned down, natural but poetic, honest and revealing. Persuaded by her intellect and dictated by her instincts, Caroline has a very personal approach to her craft and enjoys getting involved in every step of the process. Ambassador for Free the Bid in the Netherlands, the global platform for brands, agencies and production companies to give women director’s a voice in advertising.

My Goal of the Day: Try to enjoy the rain on my bike instead of it being a bad start to my day

My Thought of the Day: Everything takes time

My Action of the Day: Unpacking the last boxes in my new home (I recently moved).

My Deed of the Day: Bringing five bags of old clothing to charity shops.

My Tip of the Day: Create a bubble where you can work. Don’t surround yourself with people that do not inspire you creatively. Try to be proud after each day of something you’ve accomplished. And that doesn’t need to be an action. Contemplating in a chair can also be a moment to be proud of. Try to be less busy, but more effective.

My Pic of the Day: ‘Lovesong’ by Vivianne Sassen.


A Day in My Life:

What do you love most about Your City?

I love that it feels like a village yet has all the advantages of a big global metropole. When you think about it, it’s quite incredible how many cultures and different impulses this city is home too on quite a small geographic space. It almost compresses everything, which means that you don’t have to look far to discover something new. The laid back and fun mentality of its citizens makes for a great energy and atmosphere. I think people in Amsterdam are good at enjoying life, compared to more high-tempo places such as London or New York.

Favorite breakfast meal & restaurant?

My favorite breakfast meal is very Dutch: poffertjes. It’s basically a plate of multiple tiny (puffy) pancakes. I eat them with loads of syrup and powdered sugar. I just make them at home. I prefer my boyfriend to cook them because he has more patience. And therefore they taste better.

What are you doing at:

6:00 AM – Sleeping. I am not an early bird.

10:00 AM – I’ve had two coffees, postponed my shower till the latest moment possible, read and responded to most of my emails and made a to-do list for the day. I can not go without a to-do list.

12:00 PM - Favorite Lunch spot/meal?

There are a few really nice lunch places in Amsterdam. I love middle eastern places (and they’re good for vegetarian options) such as The Libanese Sajeria, Sonnys falafel or D&A Hummus. In the summer I love the terrace of De Plantage or SkateCafe. The Cottage in my new neighbourhood (East) is great in the weekend for a long brunch. But actually I’m a huge snacks fan. Any snackbar will do. French fries with mayonnaise and sate sauce.

7:00 PM - Probably ordering pizza and writing a treatment, or just random ideas.

11:00 PM – Biking home from the cinema or dinner with friends, always thinking that I should sleep earlier.

What drink do you need to get through the day and at the end (and how many)?

Tea. I love coffee, but I’d rather live without coffee than without tea. I also live for iced tea.

Most used App/Favorite Instagram Account?

App: I use loads of apps (and honestly, my phone too much). WhatsApp, Instagram, Shazam, Deliveroo, Buienradar (a weather app – essential in this rainy city), Calm, LastPass (I forget passwords very easily), Cineville (the Dutch art house cinema calendar).

Fav insta: I like animal and interior accounts such as round.boys, maison.nue, decorhardcore, matterandshape. As for people, I love the accounts of Ana Kras (teget) and Vivianne Sassen.

What should everyone try at least once?

Diving. To me, it is the most unusual place you can be ‘on earth’. It’s a completely new world. Everything moves differently, time even feels different. You don’t think about practical things, you’re just breathing. I think you’re closest to space as a ‘normal’ person (as in, not an astronaut).

Where do you enjoy getting lost?

In the thousands of folders with old imagery I’ve saved on my phone or computer. But also, anywhere on holiday. I’ve been to Morocco three times now and every corner is so different. I guess it’s the best place to wander. The colors are so soothing - driving through the desert from village to village is absolutely fantastic. They just arise in the same color clay or sand, so it feels like a dream continuously.