Creative Producer Andrew Somuah on Inspiration, Culture and Intentionality Behind The Vision

As a creative producer, you wear many hats, which means every day looks different.

1.) What made you choose to pursue a career in the photo industry?

My natural curiosity and keen observance of my surroundings led to my initial introduction into the world of photo and video. I grew up in a Ghanaian household where my parents kept tons of Polaroid photo albums and VHS tapes documenting their lives back home. I remember hearing the stories and sifting through the tangible memories which sparked my interest in documentation, and these gave me an understanding of how photos and videos can capture a moment in one’s personal history.

And then at age 11, I saw a Jordan commercial titled, “Much Respect”, and that was the tipping point for me. As I watched various sports heroes playing to the background of songs like “Umi Says”, I knew I wanted to pursue a career in the photo industry. The messaging in the commercial drove home the importance of dreaming big and motivated me to want to tell stories that inspired people who looked like me. I knew then that I would seek out a career that allowed me to use my gift of storytelling to build communities.

2.) Break it down for us. What does a day in your position look like?

Oftentimes people don’t realize that, as a creative producer, you wear many hats, thus meaning every day looks different. If I’m on set, typically I’m double-checking photo shot lists to ensure that the information in pre-pro books is airtight and that the creative vision is being executed correctly. If I’m not on set, I tend to still stay in a creative groove, whether that’s researching movies, books and directors that inspire me - especially outside of my industry - documenting my ideas in my notes app, or taking screenshots of my saved photos on Instagram to learn what I’m into visually and aesthetically. My goal is to do my best every day to learn from people with different backgrounds and who come from all walks of life.

I believe that a goal everybody who works in this creative field should strive to reach is to create things or concepts that inspire others.

3.) How do you define success in your field?

Success in my field is hard to pin down because everyone’s version is completely different. With that said, I believe that a goal everybody who works in this creative field should strive to reach is to create things or concepts that inspire others. When you do that, you are no longer working for yourself, but rather you are offering a unique opportunity for others to gain new perspectives. This can affect positive change and unite communities.

4.) What’s your endgame?

I don’t believe I truly have an endgame in sight because I will always strive to be a storyteller through an array of different mediums, but I do know that one of my main goals is to write, produce and direct on a higher level. I would love to do all three of these for TV, and as part of that, creatively direct campaigns for my favorite brands.

5.) What’s one resource that you wish you had right now?

I wish that I had a direct line to contact my favorite TV writers, directors and producers. If I had the opportunity to tap in with them on a whim for advice or mentorship, that would go a long way towards furthering my skills and advancing my career.

I spent years trying to “earn my stripes” by handling virtually every aspect of my creative pursuits…

6.) What was your “aha” moment where you realized that you could actually work in the photo industry?

My aha moment happened during the 2015 NBA All-Star Weekend, when I was introduced to industry giant, Robert “Scoop” Jackson. As we were talking, he referenced a project I produced, and in that moment I knew that I was doing something right.

7.) What was something that you wish you would’ve known sooner?

I wish that I realized a long time ago that it is okay to ask for help. I spent years trying to “earn my stripes” by handling virtually every aspect of my creative pursuits, which isn’t conducive to overall growth. Eventually I learned that leaning on people for support and advice not only strengthens your skills, but it also helps you discover how many people are willing to help and have admired your work from afar. Never be afraid to tap in.

(Bonus Edition)

8. What are you currently inspired by?

Inspiration is everywhere and I’ve been extra cognizant in trying to recognize it in everyday life. Anything from the works of directors and cinematographers like Morgan Cooper, Melina Matsoukas, and Autumn Durald Arkapaw to my favorite Hip Hop and Afrobeats records has inspired me lately.

One thing in particular that has captured my attention is the interior design work from creative director and designer Sean Brown. Sean’s ability to change the mood of spaces by creating functional products that feel nostalgic but have a modern appeal is incredibly impressive. He intentionally brings the colors, shapes and sizes of items in a room like rugs, chairs and even coasters into alignment to enhance a space. Interior designers, just like creative producers, must be able to bring multiple pieces together in order for a creative to work.

For a creative producer, being ahead of the curve in knowing what works is a required skill. You have to be able to foresee how aligning the right photographer to writing a brief or creating copy that sticks is necessary to achieve success in the field. At the moment, there isn’t any particular genre of art that sticks out to me but I have been enjoying the incredible rise of first-generation creatives, artists, and even athletes from African backgrounds. Seeing how they use their talents and backgrounds to share stories and create art for the world to see is truly inspiring.

Visit Andrew’s website at the link below:

http://andrewsomuah.com/