As a filmmaker, director, and founder of STUDIO WHITFIELD, Amsterdam-based Iman Whitfield is a creative force with a broad perspective. Through her studio, she works on everything from branding and identity design to film productions and creative campaigns. We spoke with her about inspiration, intuition, and the role her Ivy Two plays in her daily life – from morning yoga to film sets.
What do your mornings look like? And how does the bike fit into that?
‘Since becoming a mom, my mornings have become both sacred moments of being together and a super efficient routine. On work days, we get a lot done before 9am. We usually wake up at 6:45am to feed and get dressed. I make breakfast and take Lola to daycare at 08:15. If time allows, I then hop on my bike and ride to my favorite hot yoga class. Afterwards, I cycle home, get changed and get ready for my first work appointments.’
What does your commute look like? Where are you usually heading, and what’s your favourite part of the ride?
‘After going to yoga, I use the bike during the day for various (work) appointments and for an occasional dinner or event in the evening. As we live and work between the city and Amsterdam North, I cycle back and forth between those two places a lot, which means I often take the ferry. I love riding my bike in the early morning; it feels like I'm flying through the city while she's still waking up. Watching the sunrise, listening to the birds and hearing the sounds of the city.’
As a filmmaker, can you describe why and when cycling feels cinematic?
‘There's something about the speed at which you move through a landscape or a city on a bicycle. Riding past people and different situations feels like seeing short movie scenes in real life.’
Does cycling influence your creative process in any way?
‘I have found that cycling helps me get into a calm headspace, organise my thoughts and let go. It creates space for new connections and inspiration. Many new ideas come to me during my daily bike rides.’
Who or what has really inspired your work?
‘There are many people, projects and moments that have inspired me. My artist parents taught me to trust my intuition and bring ideas to life. And at WDKA art school, my teacher Ari Versluis was the first to inspire me to explore film. That was the push I needed to graduate with a film project: Love Stories, Chapter One: Bo.
One artist who has inspired me is Rineke Dijkstra, a photographer and filmmaker who used to be one of my mother’s best friends. I love her original way of observing people and capturing moments. My childhood home was always full of art and homemade paintings, objects and furniture. We often went to museums, so I was inspired by many creatives, artists and filmmakers. But above all, I learned to follow my intuition.’
And how do you keep your creativity flowing?
‘I keep my creativity flowing by creating space for moments of stillness and boredom. Being in a hurry makes it hard to get into a creative state of mind. At the same time, I love to throw myself into the unknown and explore new ideas. I guess it’s a balancing act between relaxation and action.’
Is there a project that was especially meaningful or memorable for you?
‘One project I did recently is a campaign I produced and directed with my company STUDIO WHITFIELD for Marie-Stella-Maris. I was 8 months pregnant with Lola and about to go on maternity leave. But I decided to take on one more project because I really liked it, both in terms of purpose and aesthetics. It was really fun to shoot while pregnant and I’m really pleased with how it turned out.’
It’s Bike to Work Day this month. What would you miss most if you didn’t commute by bike?
‘That's hard to say about something that feels so natural and has always been my main means of transportation. So I have to say: everything. The speed, the movement, the breeze on your face when you ride, the people you meet. But I also love longer rides and unexpected routes. Maybe, yes, maybe I would even miss riding in the rain.’
What’s your ideal soundtrack or vibe for a spring morning?
‘Everybody Loves the Sunshine - Roy Ayers, is the first song that comes to mind. I love listening to this song when the first rays of spring sunshine come through.’
And finally, how would you describe the feeling you get when riding your Veloretti?
‘At ease. At home. Myself. ’