Fri, 19 Oct 2018 12:43:07 GMT
Within one month of signing to the Familia roster, Adriaan Louw had won his first promo for Jess Glynne’s chart-topper “I’ll Be There”.
Adriaan has quickly progressed from shooting low budget music promos in his hometown, Johannesburg, to directing stunning visuals and narratives for the likes of Major Lazer and Mabel.
Despite the swift increase in opportunity, his hunger to continually keep creating saw him shoot a series of films for Major Lazer’s latest EP, following their first collaboration, “Particula” - which garnered hundreds of millions of views. Utilising his network across Africa, Adriaan had unique access to talented crew and creatives on the ground. Travelling across Durban, Lagos, Accra and Dakar, he was able to create a captivating set of standalone yet coherent films. Each film capturing the essence and energy of each city by way of showcasing the local youth and dance cultures.
Adriaan’s rising success has recently been recognised with a nomination for a ‘Best New Director’ UKMVA and continued requests to collaborate with brands and artists with whom he’s developed long-lasting relationships.
"Coming from a place like South Africa, which is truly a beautiful melting pot of diversity, can really open your eyes to different ways of thinking and understanding the environment around you if you have the desire to explore it, especially through film. I feel that growing up in Johannesburg really shaped my perspective and has enabled me to connect with other cultures on an intrinsic level. I think that’s a strong contributor to my directing style, it’s often inspired by a culture or a movement that inspires me.".
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