Before the camera is switched on, the work is already happening. It lives in listening, observing, and understanding how people move through the world and express emotion in quiet ways. I translate those real moments into visual stories that feel natural rather than constructed. My approach as a director is intentional and precise, with a focus on performance, atmosphere, and detail to create films that feel emotionally present and human.

The work I focus on sits between culture, storytelling, and brand. I direct films, documentaries, and commercials, often operating where these worlds intersect. Much of my work centres African stories and lived experiences, not as a trend, but as a foundation. I’ve collaborated with brands, agencies, and institutions such as VICE, Adidas, the European Union, Sneaker Factory, and Extreme Energy. Travelling across the continent for my latest "I’ll Rise" documentary series with VICE has further shaped how I approach story, collaboration, and representation. I believe audiences recognise when a story is treated with care, clarity, and respect.

Pushing culture forward through my practice matters because images shape understanding. They influence how communities are seen and how they see themselves. Growing up, I rarely encountered African stories presented with depth, care, or creative control from within. That absence continues to motivate my work today. I aim to create films that reflect complexity and dignity, without simplifying or performing culture for the camera.

For me, pushing culture forward is about presence and responsibility. It is about making space for stories that deserve to be seen and heard, and doing so with intention. I want the work to connect across borders while staying rooted in where it comes from, contributing to a broader and more inclusive visual language that feels honest, contemporary, and lasting.