Ceci n’est pas une agency. We’ve spent years avoiding the typical agency label. Not easy, when "being different" is the biggest cliché in the book. Still, we always take our clients off the beaten path. And along that road we travel together, we usually find the views that the rest of the world is waiting for. Serious business, surreal results.
Management
Hannes Coudenys, co-founder of Hurae, is a creative visionary who shaped online strategies for De Voice van Vlaanderen and worked with top-tier names like VRT and Mortierbrigade. An influential creator with over a decade of vlogging and a massive social following, he is also the mind behind the viral phenomenon Ugly Belgian Houses and co-founder of ventures like Smile Safari and De Jamies. A sought-after speaker and author, Hannes seamlessly balances leading creative teams and mastering social trends with his active role as a dedicated father of two.
Management
Before taking the helm as co-founder & Managing Director of Hurae, Cleo honed her expertise at publishing house Borgerhoff & Lamberigts, where she spearheaded the editorial and commercial success of over 35 publications annually, including major bestsellers. She has since been the strategic force behind Hurae’s stability, co-founding Smile Safari and managing the business operations and sponsorships for De Jamies vzw and Bisou Awards. A master of account management and negotiation, Cleo balances coordinating large-scale national campaigns with her busy life as a mother of two.
Creative Director
Vincent Schroeven, co-founder of Hurae, is an expert storyteller who specializes in transforming complex messages into unforgettable narratives as a director and creative strategist. With a rich background leading the Creative Lab at VRT and directing major shows for VTM, he now drives the creative vision for Smile Safari and De Jamies, alongside crafting campaigns for brands like Sunweb and FTI. Beyond his professional portfolio—which ranges from high-end production to the viral Facebook page ‘Elke Dag Dezelfde Foto van Kris en Dany’—Vincent is a dedicated father of three and an expert in AI, team leadership, and creative workshops.
Art Director & Strategy
As a Senior Creative at Hurae, Matti Meurisse leads the strategy and conceptualization for major campaigns like Toerisme Oost-Vlaanderen and WatWat, drawing on his deep background in digital innovation from VRT’s Creative Lab. Beyond his agency work, he is a key force behind the popular Nerdland podcast and a gifted illustrator with a passion for film, comics, and board games. A true multidisciplinary talent, Matti blends technical mastery in design and video editing with creative storytelling—all while being a dedicated cat dad to the legendary Jalapeño Joe.
Graphic Designer
Noa Dekocker, a Studio Brand & Packaging graduate, transitioned from brand designer at BUROA1 to a versatile creative force at Hurae, specializing in concept development and high-impact graphic design. As a true TikTok expert with a sharp instinct for both online and offline trends, she seamlessly manages everything from social media copy to ad campaigns and full-scale video production. Outside of the agency, Noa is an flat white aficionado and was a dedicated Chiro member who recently proved her grit by conquering the 100km Dodentocht walk.
Art Director & Experience Design
With a background in interior and furniture design, Laura Szédelyi is a specialist in experience design and brand activations, having previously led 3D installations for Smile Safari and worked with firms like Kabuki Brandmakers. Since joining Hurae in 2022, she has taken charge of art direction and production for large-scale projects such as FTI and the Bisou Awards, blending advanced technical rendering with creative vision. A true trendwatcher in stage design and food, Laura is also a trained pastry chef who frequently treats the team to her professional-grade bakes.
Project Manager
After joining Hurae immediately following her communication internship, Helena Schotte has evolved into a highly driven and skilled Project Manager known for her calm composure and focus on group dynamics. She serves as the central point of contact for key clients like Febelfin and Battlekart, while leading the production of shoots, events, and the annual De Jamies award show. Beyond her logistical mastery and administrative precision, Helena is Hurae’s resident "Snack Queen" and an avid thrifting enthusiast who brings a positive, effective energy to every project.
Project Manager
Joining Hurae in 2024, Aartina Carton brings seven years of industry expertise as a Project Manager and specialist in Influencer Marketing and PR. Known for her natural client rapport and sharp negotiation skills, she ensures seamless collaboration between clients and creative teams while overseeing large campaigns for brands like Lotus, Albert Heijn, and Ancienne Belgique. Aartina was the lead project manager for the Bisou Awards—a project that earned the agency a prestigious BEA Award in 2025—and leverages her Master’s in Linguistics to provide top-tier copywriting and strategic communication across the Belgian influencer scene.
Senior Strategy
Maarten is a seasoned marcom strategist with over 12 years of experience in various agencies. Having lived in Singapore, Australia & New-Zealand he never fails to see the big picture, before drilling down to the local market level. He’s worked for Johnson & Johnson, Luminus, Cigna Global, Roche, Lidl and ING Benelux. Both locally and internationally.
He loves to set big goals and work towards them step-by-step, constantly applying optimizations at a campaign level. He always tries to harmonize creative, thought-provoking concepts with performance-oriented tactics.
Don’t ask him for an academic degree, he doesn’t have one. You will - however - find him overcompensating for his rebellious school years in the Hyper Island and IDEO classrooms.