Afrobeat & Friends

Overview

Uncles of Toronto approached me to create a promotional video for their highly anticipated Afrobeats & Friends event—an Afrocentric nightlife experience that celebrates the vibrancy of Afrobeats, Amapiano, and AfroRnB culture in the heart of Toronto. The brief was clear: energize their audience ahead of the event and communicate the infectious spirit that defines every Uncles gathering.

Creative Direction

To capture the essence of Afrobeats & Friends, I leaned into kinetic handheld shots, pulsing color treatments, and fast-paced editing that mirrored the rhythm of the music and the energy of the crowd. My goal was to build anticipation, not just document it. The piece had to function as a visual invitation—one that instantly conveyed the feeling of FOMO to anyone who watched it.

Outcome

The final 45-second spot was released across Uncles of Toronto’s social media channels in the weeks leading up to the event. It delivered on reach and engagement, helping to fuel excitement and turnout. More than just an ad, it became a mood-setter—immersing viewers in the sound, sweat, and shared joy of the dancefloor.