Creative Director, Artist and problem solver. Gerald’s work is connected to everything related to creative visualisation, digital content and brand development.
Creating films, adverts, social media / marketing campaigns and connecting brands with influencers. Consulting brands on content creation and solving creative problems. From writing, directing, to shooting and editing. Gerald is the Co-founder of so|fraîche! A creative agency, he is a multifaceted polymath with a hunger to make new things, produce cutting edge content and create a paradigm shift.
I Produced, directed and edited premiership football’s first ever official club music video. Aligning with the club’s mission to generate awareness and create conversions outside of the world of football, I created a high-end engaging video with a story that had an impact on culture and trended on social media.
Re-imagining the hood video genre and turning this music video into a film noir movie, making it an immersive experience. A powerful story is matched with a powerful visual.
I approached this music video with a cinematic three act structure, the artist Kojo Funds is also shown in three dimensions reflecting his complex nature.
The charismatic and funny guy, the streetwise, introspective guy who grew up in gang culture and the young boy who despite everything that could hold him back, didn’t stop chasing his dreams.
Shot in super slow mo with a Phantom camera as well as Alexa mini to create the sense of portraits coming to life, juxtaposed to Kojo’s journey, witnessing where he has come from.
FULL CIRCLE FESTIVAL
This film was produced for the government of Ghana; my aim was to create a poetic, beautifully shot film with an emotive narrative. Documenting the journey of African-American celebrities on a monumental trip to trace their ancestry in Africa. This was also an impactful social media campaign trending globally, gaining 13 million impressions across social platforms via the hashtag #fullcirclefestival. The film is due to be released in 2021.
NIKE x CHELSEA FC
I executed the campaign videos for the launch of Chelsea’s stunning retro FA Cup kit, which sold out in 24 hours. An energetic and informative series of content, focusing on storytelling to grip viewers and using graphic layers; the kit’s blue and yellow colours, film grain and scratches for a retro, flashback look
I executed the campaign for the official EU TIK TOK Stakeholder video. Understanding the animation process, I was able to recruit the right team and translate the clients vision to create a narrative that sold the brand to a new market.
MAYOR OF LONDON
I created a content strategy for the Greater London Authority’s anti youth violence campaign. Involving a social media video strategy and a photography campaign with the posters across London and the video content on the Mayor of Lonon’s social channels. My aim was to answer the brief by uniting all 4 corners of London with a different core message, shining the light on the story of an individual, with the aim to inspire a generation.
WHAT YOU SAYING?
I conceptualised and directed the music video “What you saying” for Dutch artist Jarreau Vandal. I wanted the visual to reflect a vibrant travel vlog and show Dubai in a new way. I was able to connect with some of the most influential people and platforms in Dubai to collaborate with, including Sole DXB, and Amongst Few.
The classic Nike ‘Air force’ sneaker has been re-invented. The innovative Lunar Air force 1 was launched at 1948 London.
The attendees included influencers and sneaker fans; my aim was to capture the vibe, diversity and culture, bringing it all together in an informative and punchy video.
Looking at East London as a microcosm; exploring how one of London’s most deprived boroughs birthed cultural revolutions.
From Grime to Afro Swing, genres that have allowed young black men to change their lives and influence the world.
I often experiment and explore new visual techniques and try new things to develop my style.
Here’s a few of experimental pieces of work I have done in recent times.
Secret Escapes has seen tremendous success with hotel partnerships.
I created a series of stakeholder videos where different hoteliers spoke about the advantages of the partnership, with key points to drive home why other hotels should partner with the brand.
The iconic ASOS brand, talk about their remarkable growth and flexible working culture in a video I produced to inspire and cultivate awareness in-house and externally.