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Francis also contributed variously to the other award-winning works by TBWA\Uganda, which saw the agency crowned Agency of the Year. TBWA also won the Brand of the Year, Campaign of the Year and Best TV Ad of the Year awards. Francis’ teammate Eric Mununuzi, the agency’s Creative Director also walked away with the Best Creative Director and Best Copywriter awards. In this interview with CEO East Africa Magazine, Francis tells us his story and what makes keeps his creative juices flowing.
For starters, away from the Best Art Director in Uganda title as well as Associate Creative Director title, who is Francis Kiiza, the person at the back of all this?
I am a humble person who has had a remarkable career. I have been working with TBWA\Uganda, now, for 10-plus years. I joined as a junior designer from Makerere University, School of Industrial and Fine Art, in 2011. I have progressed from a Junior Designer to a Graphic Designer, to an Assistant Art Director, then Senior Director and now to an Associate Creative Director. It all comes with experience and of course, it is based on merit. It is not something they will just award you because you have overstayed. It comes with real passion, and work. It is purely something I would say I have worked for. The challenge with the agency is that everything comes with work.
That is pretty much about me, a humble, passionate art director.
Not many people out there properly understand the role/job of Art Directors. What exactly do you do?
Art directors come from an artist background. Me, I am a professional artist too.
As human beings, we experience our world, through the 5 senses i.e. sight, smell, taste, hearing and touch. For example, while sound engineers will work their craft to create memorable audio experiences and chefs will conjure up tricks to tantalise your palate and create those lasting culinary memories, art directors play to the sense of sight.
After the entire team has come up with an idea, normally it is in words or a concept paper or a big idea, the art director then visualises the idea or gives it life visually. So we come up with the right energies; the right colour, layouts, fonts, look and feel etc., For example, we all know the word “MoMoNyabo” which is synonymous with MTN Mobile Money (MoMo). When you close your eyes, there is something you see- that which was created to give life to what originally was just a bunch of letters or words. So it is the work of the Art Director to bring those words to life visually. It could be a word logo, how will it look on posters, how will it be placed on the various executions etc. Creating visuals/imagery that stands out, is easy to see and understand and therefore hard to forget. That’s what good art directors do.
Is there a science, a process or a template you follow when bringing ideas to life?
No, there is no template, it takes lots of thought because one of the key things everyone expects from an Art Director, is distinctive work. Work that creates a difference. You have to know that people want to see a difference all the time, so there is nothing like a template that you follow. Of course, we know that there are principles of design such as layout, typography and imagery. You of course then have to factor in the working space- how big; what orientation- is it landscape or portrait? All these guide you, when putting the elements together. And of course, you also have to factor in the brand identity and character of the brand you are working with as well as the target audience.
In this era of computers and digital, there is a temptation for people, especially clients to think you can sit off the computer and put pictures here and there and the ad is done. Are people who are not using professional art directors missing anything?
As I said, there is a lot to consider when creating winning works. It is not just about putting pictures here and there. Yes, computers are good, but computers are good at doing what you tell them to do. So the human element will always win. Being relevant and insightful, that, computers can’t do. For example, a computer might not think of which image to use that is relatable to the audience, that you are trying to speak to. The computer might not interpret events that are happening at a particular time. We make communication for people and the human creative touch is very important. But more importantly, the kind of person or thinker behind the computer matters.
You have worked for one agency for 10 years, in an industry that is so dynamic and probably with the most fluid and liberal workforce. Why do you choose TBWA\Uganda every time?
I think the most outstanding thing about this agency is how they handle people. I can’t speak for other agencies, but I feel here, it is people first, then work next. That is one of the things that drives passion and our willingness to push ourselves more. We are treated like people. We feel understood first and then work comes in. This enables us to work on our passions.
Another thing that makes this agency different on top of people management, is using an insight-led process. We don’t do things based on how good art is, we are insights-led as an agency. Everything has to speak to the consumer and their perceptions. That is why we are called The Disruption Company. We always tap into consumer insights first, and then we execute. We don’t answer client briefs and stuff, straight away. We look at the consumer, pick an insight from them and then we work around that.
In these 10 years, how many brands would you say, you have touched?
I honestly can’t put a number off the top of my head. What I know is that I have impacted a lot of big brands in this market. I have done work for brands such as MTN, Nile Breweries, Nile Special, Club, Castle Lite, Eagle Lager, DStv Uganda, KFC, Plascon, Umeme and many other players in our market.
Ten years in the creative industry and several brands impacted- how do you feel about your first industry win and recognition from your peers? Does it make you feel different?
Well as a person it makes me proud. It gives me more relevance. It is not something that I would say, I expected because we have very many art directors in the market. It will boost my confidence. It now pushes me ahead, because it now challenges me to work to retain the title.