Fashion/Commercial Creative Director
Remi Adetiba is a fashion/commercial Creative Director with a background in NYC media. From his beginnings as a creative technologist in the New York advertising industry, working on campaigns for brands ranging from Amazon to Astra-Zeneca, SONY to Stoli, Microsoft to MTV, look and function were never more important than feel — the emotional impact a digital, print, or video experience left with the audience.
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This principle guided him through a decade of work as a retoucher/creative director, working with visionary photographers in North America, Asia, and Africa to distill their original visions through the prism of his own imagination to create a final product that truly evoked an emotion in the viewer.
His agency days now behind him, he continues to fuse all three facets of his career both in his imagery and in his role as a resident judge on the reality competition show Africa’s Next Top Model.
A true child of the MTV generation (born to children of the Stax/Motown era), music plays a major role in everything he does. From crafting full, hours-long thematic soundtracks to set the narrative mood on his shoots, to cultivating an encyclopedic knowledge of ’90s music-video imagery, he considers music to be inextricable from his work as an interpreter of images.
He currently straddles the American and African markets, having shot such prominent faces as Miss Universe 2011 Leila Lopes, Victoria’s Secret / Sports Illustrated veteran model Oluchi, Emmy-winning journalist Mara Schiavocampo, and Afrobeat icon Femi Anikulapo-Kuti.