Danielle Guirguis

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We’re all interested in watching relatable and moving films, which is exactly what Danielle Guirguis strives to create with her company, Smarthouse Films. 

Read on to learn more about Danielle, her business, and how she got to where she is today.

Hustle Amsterdam (HA): Where are you from? And what brings you to Amsterdam? 

Danielle Guirguis (DG): I was raised under the smoke of Rotterdam. I’m half Egyptian and half Dutch. I was driven to Amsterdam to study, and I’ve never left since. 

HA: Tell me about your business? What is your mission? 

DG: Smarthouse Films develops and produces feature films, documentaries, and commercials. 

My mission is quite simple but extremely hard to achieve: to make beautiful films (whether they’re 90 minutes or 30 seconds) that resonate and are worth watching. And very important; with people who can look beyond their egos in the interest of the film. Filmmaking is team playing. 

HA: How are you handling our new “normal” due to the coronavirus outbreak? What impact has it had on your business? How has the transition to working remotely been for you? Are you being strict with a routine or taking it day-by-day? 

DG:  The impact on our business is massive. The last thing clients want to do right now in times of crisis is spend 100K on a commercial shoot. It’s shifting more toward digital and online production, which makes sense of course. Besides, both clients and agencies are doing more and more in house. 

As we are adjusting to the new normal, small shoots are also possible again. So I have good faith that if we wait a little longer, it’ll work out, and we can shoot the hell out of it again. 

Meanwhile we’ve taken the time to develop our feature projects and apply for grants. As far as our film projects that are in production: we are ready to shoot “Nummer Achttien,” an experimental art film by video artist Guido van der Werve, but we postponed the shoot until fall. The documentary about fashion designer Ronald van der Kemp is in post-production, so that paused for a bit, but we are back on track now. 

HA: Why Smarthouse Films? What brought you to film?

DG: After working for other producers for many years, it almost felt like a necessity to start my own shop. Now I’m responsible for the fuck-ups and the victories, and that feels goooood.

Why film? Because of its magic. 

HA: What is the current state of Smarthouse Films? Do you have six and 12-month goals for your business? 

DG: Trying to survive coronavirus.🙂

HA: What kind of obstacles do you face in your company? How do you handle them?

DG: Well, where to start? Hahaha. Filmmaking is equivalent to overcoming obstacles. The budget is always too tight, the weather is never right, the ego’s too big, and there are always too many scenes planned for a day. But that’s the fun!

HA: What has been your most successful moment so far? And how do you celebrate your wins? 

DG: I don’t really celebrate the wins because that’s how I can cope with the losses. We tend to lose more than we win (declined grant applications, broadcasters who turn you down, or the countless lost agencies pitches for commercials). 

But, having said that, the most successful moment was our first feature film premiering at the Toronto International Film Festival, and being nominated for Best Picture and Actress here at the Dutch Film Awards. Proud as a peacock! 

HA: How have you accomplished what you have? Did you go to business school? Did you wing it? Fake it ‘til you make it? Get really lucky? 

DG: I started my career in feature films. First as an assistant to the producer, followed by executive producer, and finally reaching the top of the career ladder as a producer. Then, I started my own business, first feature films and docs only, later expanded with commercials. 

Nobody believed I would make it, so I was definitely not lucky. I just stubbornly carried on with what I wanted to do. Always two steps forward, one step back. 

HA: Did you fundraise for your business?

DG: Nope, I started from scratch with nothing. 

HA: How big is your team? And where are your team members located? 

DG: We’re six all together. All Amsterdammers. 

“Cut the crap and get down to work.”

HA: Do you have a favorite motivational quote? 

DG: “Niet lullen maar poetsen.” This translates into something like, “Cut the crap and get down to work.” This is my Rotterdam side speaking. 

HA: What 3 tips would you give to aspiring entrepreneurs? What do you wish you had known before you started? 

DG: If I had known what I know now when I started, I probably would have never started! Let’s say I started unhampered by any relevant knowledge. So if you believe there is space for you out there, just do it. 

HA: How would you describe your working style? 

DG: Ongoing. It just never stops. 

HA: When you’re not working on Smarthouse Films — where can we find you? 

DG: In the hammock at my houseboat or on our small boat touring the canals. 

HA: How do you find work-life balance while being an entrepreneur? 

DG: Work-what?

HA: What is your passion? 

DG: F.I.L.M.

HA: What inspires you most about Amsterdam?

DG: That it’s a global village. It’s small, we can cycle everywhere, no traffic jams, no jammed tubes, and a relatively good mix of poor and rich, which I really, really hope we can keep that way. It’s so important to stay in the mix.

Connect with Danielle on LinkedIn and follow Smarthouse Films on Instagram @smarthousefilms.