Colours of collaboration: How Création Africa’s visual campaign celebrates Pan-African creative power

Création Africa is an innovative new platform designed to bridge creative and cultural professionals across Africa and France. By providing access to funding opportunities, industry resources, and professional networks, the platform fosters meaningful collaborations that drive creative projects forward. As the platform prepares for its official launch in April 2025, a striking visual campaign was crafted to embody its vision: a celebration of African creativity, diversity, and collaboration.

All looks: Chu Suwannapha | All Hats: Crystal Birch for Chu Suwannapha | Photographer: Aart Verrips | Creative Director & Stylist: Chloe Andrea Welgemoed | Model(s) – Left to right: Leah DeVeroux, Nathan Mackay & Joshua Baillie

A Vision of African Creativity

Spearheaded by a team of leading creatives, the Création Africa photoshoot was more than just a visual project — it was a statement of artistic synergy. The brief from Breinstorm Brand Architects, a creative brand agency in its 25th year, called for a campaign that would highlight different industry categories while honouring Africa’s vibrancy and diversity. At its core, the shoot sought to showcase the beauty of colour, heritage, and authenticity by working with local designers, models, and creative minds.

“Colour often reflects heritage and being South African. The idea was to use local designers to champion that,” explains Chloe Andrea Welgemoed, the shoot’s Creative Director and Stylist. “Building teams that have creative synergy is very important when creating a beautiful image — you need to surround yourself with like-minded creatives who share the vision.”

Meet the Creative Team:

This campaign was brought to life by an exceptional team of industry professionals, each contributing their expertise to ensure a visually compelling and culturally rich narrative:

Photographer:

Aart Verrips — recently selected as one of three photographers for the 2024 Lavazza Calendar, Aart joined a powerful creative line-up alongside Thandiwe Muriu and Daniel Obasi. Titled “More than Us”, the calendar celebrates unity, diversity, and shared creativity, with a strong focus on African voices and storytelling. As a Durban-raised filmmaker and photographer, he focuses on authenticity and emotional connection in his work. Known for showcasing non-traditional faces and redefining beauty, his images blend clean aesthetics with playful romanticism. A former pastry chef, Aart has worked with top editorials like TIME, i-D, and ELLE, alongside designers such as Thebe Magugu and brands like Nike and Apple.

Creative Director & Stylist:

Chloe Andrea Welgemoed is a Creative Director and Stylist who uses fashion to spark conversations about culture and style. With a multi-disciplinary approach, she consults with global brands to support young talent. Her work has been featured in DAZED, British Vogue, and GQ Middle East. Chloe won Stylist of the Year at the 2022 Fiasa Awards and was nominated for African Stylist of the Year at the 2018 Abryanz Style and Fashion Awards.

Production Designer:

Francois Ferreira is a Johannesburg-based conceptual stylist who started his career at GQ before working in music and advertising. In 2016, he was named the top stylist in Africa and the Middle East, winning award, including a Grand Prix for Channel O’s Youth Day. He styled Rich Mnisi’s Oath shows, directed Faculty’s editorial, and contributed to Thebe Magugu’s logo. In 2019, he became Fashion Director at Edgars, overseeing visuals for campaigns and fashion shows. His work has been featured in Another Magazine, Marie Claire, and GQ.

Suit: Wanda Lephoto | Photographer: Aart Verrips | Creative Director & Stylist: Chloe Andrea Welgemoed | Model: Terence Masamuna

Hair & Grooming:

Saskia Buxton is a passionate artist with a 15-year career in 3D work, excelling at accentuating the human face. Skilled in both hair and makeup, her superpower is flawless, natural makeup. Saskia thrives in fast-paced environments, bringing constant energy to every set.

The models:

 Agnes Nozibonele, Leah DeVeroux, Sara P, Milan Gomez, Terence Masamuna, Joshua Baillie, and Nathan — were carefully selected for their diversity and unique energy, reflecting the broad and inclusive creative ecosystem that Création Africa seeks to nurture.

Bringing the Vision to Life

Set in Wild Scenes Studio in Woodstock, the shoot came together as a vibrant mix of art, fashion, and storytelling. With a hand-painted backdrop and a controlled studio environment, the team meticulously crafted visuals that would resonate with a global audience. “Challenges are always mostly around time and budget, that’s why the team you have around you is paramount,” Chloe notes.

Photographer Aart Verrips agrees: “The most important thing on any shoot is the team. You all need to have the same vision of what the end result should feel like — that’s how you create work that connects.” His approach focused on consistency across the board. “I keep it consistent with lighting, poses, and the atmosphere on set,” he explains. “You’ve got to make sure everyone, especially the talent, feels comfortable and connected. That energy comes through in the shots.”

LEFT TO RIGHT
Hat: Crystal Birch | Dress: Mmusomaxwell | Dress: Rich Mnisi | Shoes: Stylist’s Own CPT | Photographer: Aart Verrips | Creative Director & Stylist: Chloe Andrea Welgemoed | Model(s) Left to Right: Sara P & Leah DeVeroux

Despite the usual constraints of production, the team thrived on collaboration and spontaneity, ensuring that every image captured the essence of Création Africa. The synergy between Aart and production designer Francois Ferreira played a crucial role in achieving the shoot’s bold, colourful aesthetic. “Every project is different,” Aart shares. “But after more than a decade in the industry, you develop an instinct — you know your angles, and for me, grading is everything. It’s what gives an image mood and consistency.”

He also believes post-production should enhance rather than transform. “Grading and skin retouching, that’s about as far as I go. I’m not interested in changing people; I want to highlight what’s already beautiful.”

“It’s always very rewarding seeing your work come to life on a screen,” Chloe adds, “and even more rewarding being able to share that with people who it could inspire.”

The Power of Collaboration

Reflecting on lessons from the set, Aart shares a common misstep in creative production: “Not having a clear vision before you start a project. That’s where many go wrong.” His advice? Preparation and alignment are key. For creatives looking to break into the industry, Chloe’s advice is simple: “Work with your friends, collaborate, try things! Reach out to people who inspire you, whether to learn from them and assist, or to collaborate with creatives coming up as you are. Show respect in how you research something and also in looking after the people who have come to the party.”

As Création Africa gears up for its launch, this campaign stands as a testament to the power of African creativity and the importance of building strong creative communities. The platform promises to be a game-changer, offering artists, designers, and cultural professionals the tools they need to grow, connect, and make an impact.

Join the Création Africa Movement

Are you a creative professional looking for funding, industry connections, or training programmes? Be among the first to explore Création Africa when it launches in April 2025!

Pre-register now: www.preregistration.creationafrica.com