WITHOUT TRUST THERE IS NO GROWTH
Itai Verhoeckx - Founder and Producer of Avril 14th
WHO ARE YOU, AND WHAT DO YOU DO?
My name is Itai Verhoeckx. I run a production company in advertising called Avril 14th, servicing agencies, other production companies, directors, and brands with creative productions and developments. I have a background in film and photo production and get excited about creative explorations, the chance to experiment, and create authentic stuff, you know. I am the dad of Peleh and Eli and live in my dream house in Amsterdam North.
WHAT DOES A TYPICAL WEEK LOOK LIKE FOR YOU?
I have lots of meetings. I strongly believe in building connections, not only if it benefits you now but also to see what magic could happen in the future. Next to that, if I’m in production, I’m arranging A-Z for a project because I also work as a producer myself. So I’m on the phone a lot, going from arranging catering or lights to strategising for the client.
HOW DID YOU START YOUR CAREER AS A PRODUCER?
After a marketing traineeship at VICE Media, I started as a producer at CAKE Film and soon realised I wanted to work for myself. So I started freelancing.
DO YOU MAINTAIN A CONSISTENT STYLE WHEN WORKING WITH VARIOUS CLIENTS?
Yes, transparent, direct (keep it Dutch) and friendly but firm. I’m not afraid to give my opinion and not do exactly what the client wants. I think that’s the best because you want the best outcome. If you hire external expertise, it’s important to be challenged.
IS THERE A PROJECT YOU ARE PARTICULARLY PROUD OF?
What started as a sidequest is now something that makes me proud. It doesn’t make me any money; in fact, it costs me money. But I really believe in it, and I’ve been developing it for already 2 years, which is sometimes hard for me, because I have a new business idea every week. But this one I really want to proceed with. (It is an app that is a platform where people can offer non-traditional companionship as a service. Think of a hug you can book with one-on-one, or someone who cooks you dinner. It’s a way of fighting loneliness in bigger cities. It’s called: Hagu.)
WHAT MISCONCEPTIONS DO PEOPLE HAVE ABOUT PRODUCERS?
Seniority over talent, with all due respect. I see many clients stuck in old systems and linear media, struggling to keep up with innovation in content production (AI and social media). At the same time, younger producers like myself are judged for our age. I believe that, as a producer, you need a strong network and resources, and, most importantly, great taste. Your experience and track record count for sure, but looking down on younger, emerging producers and not letting them join the ride kills innovation and doesn’t cut it.
WHO DO YOU LOOK UP TO IN YOUR CAREER?
Paul Smith, a genius human being, multidisciplinary, consistent, with an excellent style, an inspiring person, and designs clothes that match perfectly with my big posture.
WHAT ADVICE WOULD YOU GIVE ON BUILDING RELATIONSHIPS IN THE CREATIVE FIELD?
Don’t always meet to get something out of it. It’s also important to connect with people. If you’re creatively aligned, your paths will cross later, I believe. Leave room for lucky accidents.
HOW HAS YOUR VIEW ON CREATIVITY CHANGED SINCE THE EARLY DAYS OF YOUR CAREER?
In the early days of my career, creativity and production were about the edge. It was about taking a lot of risks, pushing boundaries, shooting with no budgets, and enjoying the tension that comes from not knowing whether something will land.
Over time, my perspective has shifted and becoming a dad played a big role in that. Fatherhood changed my life completely. It made me a softy, more aware, and more responsible. I still believe in taking creative risks, but I’ve come to see that creativity isn’t only about the edge.
And at the same time, it also gives you new perspectives on life, and your empathy for others grows, since you’re not the only person you need to take care of. It reflects right away. For instance, I’m learning to trust them and let them do their own things. My son Peleh, for example, is almost 3 years old. He’s learning to walk up the stairs by himself. I need to give him trust, and I recently realised that trust creates the path for growth.
That insight has changed how I look at creativity in general. It’s not just about bold ideas, it’s about creating the conditions where people, and ideas, can grow. Without trust, there is no growth. You can put that on a tile, by the way.
IS THERE A PIECE OF ADVICE YOU RECEIVED THAT HAS STAYED WITH YOU?
1: Effort is for free (Paul Smith) 2: Live in the present, with the wisdom of yesterday and a beautiful outlook on the future (My dad)