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Hobby signs director André Maat
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Hobby signs Maat for representation in Benelux, Scandinavia, and the USA.
Creative production company Hobby announce the signing of award-winning director André Maat for commercial representation across Benelux, Scandinavia, and the United States.
Known for his distinct brand of quirky, visually inventive comedy, Maat brings a rich background in visual arts and storytelling to the Hobby roster.
Based in Amsterdam, Maat has carved a niche with his playful, grounded humour and masterful use of handcrafted in-camera effects, from stop motion to forced perspective. His work, often praised for its precision and charm, has earned multiple Vimeo Staff Picks and accolades across the short film and advertising world.
“I always like my comedy to be grounded in reality,” Maat explains. “For me, it’s about taking an everyday scene and putting a twist on it, without getting too whimsical. I love to find subtle humour in familiar situations.”
A graduate of the Art Academy in Berlin, Maat honed his craft through a tactile, analog approach that continues to inform his commercial projects today. “Learning to execute effects in-camera forced me to be much more creative and meticulous,” he says. “That’s the same energy I bring to every commercial, a perfect storm of quirkiness and detail.”
Maat’s work spans clients like Heineken, ING, Douwe Egberts, and more, and is instantly recognisable for its visual wit and clever pacing. Whether he’s building surreal worlds from everyday life or injecting charm into the mundane, his films always invite the viewer to look twice, and laugh.
“André is a one-of-a-kind director,” says Oskar Bård, Hobby Founder and CEO. “His films are so funny, so smart, and they always look fantastic. I love how he makes commercials that people want to watch. He’s a perfect fit for Hobby.”
Yara Hendriks, Executive Producer at Hobby, adds: “We’re thrilled to welcome André to the Hobby family. He brings such a fresh voice and an incredible eye. We’re looking forward to making lots of magic together.”
For Maat, the partnership is a long-anticipated move: “I’ve always admired Hobby's work,” he says. “They’ve got an amazing team and are doing brilliant things right here in my home market. Joining forces just made perfect sense.”
With Maat now onboard, Hobby continues to strengthen its reputation as a home for distinctive, world-class comedy talent, and a launchpad for creative storytelling that resonates globally.
