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Work Background
CuleFounder & Chief Creative Officer
May. 2024Hybrid
Prime Video & Amazon StudiosSnr Creative Director EMEA
Sep. 2023 - May. 2024HybridAs the sr Creative Director for brand campaigns across Europe, Middle East, and Africa (EMEA), my primary responsibility is to cultivate and enhance the brand identity of Prime Video in the region. I am entrusted with the task of developing, presenting, and implementing innovative strategies, efficient processes, and campaign-specific creative blueprints. By blending global Prime Video best practices with local nuances, my aim is to foster a deep sense of brand affection among audiences for both Prime Video and our most strategically important Original content. In my role, I meticulously evaluate the creative strategy, research findings, and execution of campaign initiatives carried out by external agency vendors at both local and global levels. By upholding the utmost quality standards, I ensure that our market presence expands and flourishes. My dedication lies in crafting impactful and memorable brand experiences that resonate with the diverse EMEA audience, ultimately driving brand love and loyalty.
Prime Video & Amazon StudiosCreative Director, Africa
Sep. 2022 - Sep. 2023South AfricaDevelop, propose and execute creative strategies, processes and campaign-specific creative plans, infusing global Prime Video best practices with local nuances to grow brand love in Africa for Prime Video and our most strategic Original content. Review the creative strategy, research and execution of campaign work by external agency vendors locally and globally to achieve the highest standards for market expansion.
M&C Saatchi AbelCreative Group Head
Sep. 2020 - Mar. 2022Cape Town, Western Cape, South AfricaLed the creative execution for Astron Energy's largest-ever rebranding initiative, encompassing 850 fuel stations. Orchestrated a cohesive brand experience across TV, outdoor, activations, and digital channels, ensuring a seamless and impactful transition for their consumer and industrial client
Ogilvy AfricaCreative Director
May. 2019 - Jul. 2020Nairobi, KenyaMy mandate was to improve the creative output of the entire agency, review and manage internal studio and external supplier output. Setting goals and career development and creative staff management of creative team from junior to senior level. Leading creative teams on pitches for new business, I contributed to winning two big clients for Ogilvy Africa: NCBA Bank and Population Services International - LOTUS Pharmaceuticals.
M&C Saatchi AbelCreative Group Head
May. 2018 - Apr. 2019Cape Town Area, South AfricaLeading the concept generation and brand campaigns for Heineken South
Africa and presenting to global marketing team. Signing off creative work from internal team, managing local suppliers and partner agencies. Developed the branding for JEEP Apparel, Heineken SA Credentials Campaigns 2018, Rugby World Cup Trophy Tour 2019 - Captains Dinner and conceptualising the House of Vans SA 2019.
WoolworthsArt Director
Jun. 2016 - Apr. 2018Cape Town Area, South AfricaLeading the concept generation and digital brand campaigns for fashion,
home and beauty brands, repositioning of RE: Denim to an emerging customers. Directing shoots, reviewing work from internal teams and external suppliers. Spearheaded the first RE: Denim experience called The RE:Wind with emerging musical talent like Nasty C, YoungstaCPT, Dj Doowap, LootLove and many others. Launched an editorial content campaign called Kotini Christmas with Riky Rick and family, Mihlali Ndamase, Destruction Boyz DMZ, Casper Nyovest and others.
OgilvyMid weight Art Director
Apr. 2013 - May. 2016Cape Town Area, South AfricaOwning the concept generation, brand campaign creation and website
sales campaign development for global brands like Audi, VW, Castrol, BP, Revlon SA, SC
Johnson, Kiwi, The Mandela Rhodes Place, Vodacom, BP, GNC British American
Tobacco. Also created an Induction box for Ogilvy that would be adopted by other global offices and picked up by global press winning a few awards on the way.
Zebracow StudiosFounder & Creative Director
Jun. 2012 - Sep. 2022Cape Town, Western Cape, South Africa
Conundrum MediaFounder & Creative
Jan. 2009 - Jan. 2011Cape Town Area, South AfricaWinning new business
Driving creative output
Selling work to clients
Seeing campaigns from start to finish. Business closed down
University of the Western CapeEditorial Design Director Consultant
Jan. 2008 - Jun. 2008City of Cape Town, Western Cape, South Africa · RemoteEstablished a distinctive brand voice and visual identity for the university's rag mag. Oversaw all creative aspects, from concept to print, ensuring a reader-centric design approach that maximised engagement and elevated the publication's impact.
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