Alright – so today we’ve got the honor of introducing you to Andrew Somuah. We think you’ll enjoy our conversation, we’ve shared it below.

Andrew, thanks for taking the time to share your stories with us today To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

In the realm of creative producing and directing, I’ve always strived to defy the industry standard by focusing on authentic storytelling that resonates with a diverse audience. A pivotal moment in my journey was the transition from working alongside sports athletes and brands to also incorporating my own personal projects rooted in my experiences and community.

While many in the industry were fixated on celebrity shoots, I remained committed to capturing the essence of my community.

This deliberate choice not only differentiated my work but also served as a reflection of the underrepresented perspectives in various industries and subcultures. It mattered because it empowered those who hadn’t seen themselves reflected before, providing a platform for genuine stories beyond the mainstream.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

How I got into the industry:

Well, I am Andrew Somuah, a seasoned creative director and producer currently making waves in the vibrant landscape of New York City. With over a decade of experience in Marketing and Sports, my professional journey began in 2015 when I got the chance to move to New York as a producer for the award-winning sports platform, The Players’ Tribune.

Back in 2015, my foray into the industry was marked by a pivotal opportunity to join The Players’ Tribune. However, the roots of my storytelling prowess extend back to my childhood. As a kid, the tales I spun at the lunch table hinted at a gift that would soon propel me into the world of creative storytelling. Little did I know that this innate ability to captivate audiences would lead me to make waves and eventually move to New York for my first gig.

My craft and expertise:

As a versatile storyteller and producer, my craft revolves around the art of visual storytelling. I’ve had the privilege of honing my skills in high-concept creation and strategic prowess, directing narrative shorts, and producing noteworthy content for renowned brands such as Google, NBA/NBPA, Mercedes Benz, Spotify, Anheuser-Busch, and Netflix.

Beyond my professional endeavors, I extend my passion for storytelling to academia. I served as a class professor at the National Aeronautics and Space Administration (NASA), I find joy in inspiring the next generation to think creatively and push boundaries within the realm of visual narratives. This dual role, straddling both the corporate and academic spheres, allows me to bridge theory and practice, fostering an environment where innovation and storytelling converge seamlessly.

The type of services I provide:

My expertise lies in providing comprehensive creative direction and production services. From conceptualization to execution, I specialize in guiding projects through every stage of development. Whether it’s crafting visually compelling narratives, overseeing the production of narrative shorts, or curating impactful content for esteemed brands, I ensure a seamless and visually engaging creative process.

what sets me apart:

In essence, what sets me apart is not just my skill set but the approach I bring to creative projects – an approach that merges creativity, strategy, education, cultural sensitivity, and a commitment to authentic storytelling.

My holistic approach is a deliberate effort to go beyond surface-level aesthetics, weaving narratives that not only highlight communities and Blackness but also serve as a means of cultural preservation, empowerment, and authentic representation. Through storytelling, I aim to contribute to a more inclusive and nuanced narrative landscape that celebrates the diversity and resilience of Black communities.

Although I have been able to work with brands, tell authentic stories that shape culture, views, and bring together communities, the main thing I am proud of is my adaptability and perseverance in the industry. From my earliest days, my love for film and television has not only shaped the stories I create but has also profoundly influenced how I approach my work.

This passion for visual storytelling, cultivated through a deep appreciation for the narratives presented on the screen, has become an integral part of my creative process.

Throughout my journey, I have seamlessly navigated various industries, including sports, advertising, and technology, bringing my unique perspective to each venture. My ability to serve as a catalyst for positive change has allowed me to contribute to a tapestry of stories that celebrates the unique identity and strength of the communities I stand at the intersection of.

I take pride in not only the projects I’ve undertaken but also in my resilience to overcome challenges and evolve with the dynamic landscape of the creative industry.

This adaptability, influenced by my love for the storytelling medium of TV and film, has not only fueled my personal growth but has also empowered me to consistently deliver meaningful and culturally resonant narratives. As potential clients, followers, and fans engage with my work, I want them to recognize this adaptability as a driving force behind the authenticity, innovation, and positive impact embedded in every project I undertake.

What’s a lesson you had to unlearn and what’s the backstory?

A lesson I had to unlearn, is as you embark creatively — you need community. I used to operate in this fixed facade of ” doing it myself” and “getting it out of the mud” and I’m here to tell you that it’s all fake. This hyper-independency culture places on creatives that the only way you are going to “make it” is by doing it on your own –isn’t real.

My community plays a pivotal role in my creative growth and success. In the ever-evolving landscape of being creative in the industry, collaboration, support, and shared experiences are indispensable. You have to surround yourself with like-minded individuals, mentors, and collaborators. It provides diverse perspectives and creates a supportive network that fuels innovation and resilience.

I learned that seeking guidance, sharing insights, and building connections within a community contribute immensely to one’s creative journey. It’s not a sign of weakness to ask for help or to acknowledge the influence of others on your path; instead, it’s a recognition of the strength that comes from collaborative efforts. Embracing the power of community has been a transformative lesson, fostering not only personal growth but also opening doors to opportunities and perspectives that I might not have encountered on my solo journey.

And the backstory that brought this to life, happened as late as i began writing and working on my first short narrative film i want to submit to a film festival. I told myself I wanted to handle so many of the responsibilities from writing, directing to even set location duties, when in fact I had friends and the greater community who when they heard I wanted to embark on this journey — offered to help me. Sometimes you don’t know how much people who admire you and your hustle are open to helping you and once you take the blinders of that “hustle mentality” you would be able to see that in full color.

For you, what’s the most rewarding aspect of being a creative?

The most rewarding aspect of being an artist or creative, for me, lies in the ability to shape narratives and direct the course of cultural conversations. As a versatile storyteller and producer with a passion deeply influenced by culture and diverse experiences, I find immense joy in crafting authentic stories that stay aligned with the essence of communities.

The process of shaping narratives allows me to actively contribute to cultural conversations and bring forth meaningful stories that go beyond surface-level aesthetics. Witnessing the impact of these stories on individuals, communities, and the broader cultural landscape is incredibly gratifying. Being able to stay aligned with the core values and identities of the communities I engage with is not just rewarding but essential in fostering genuine connections.

Contact Info:

• Website: https://andrewsomuah.com/
• Instagram: https://www.instagram.com/drewtheabstract/
• Linkedin: https://www.linkedin.com/in/andrewsomuah/
• Twitter: https://twitter.com/andrewsomuah?lang=en

Image Credits
Side photo – was taken by Larryl Pitts Me x my DP – Jared Soares