The art director may be behind the scenes, but her vision is always centre stage.
Anita Ashiru’s visual signature has quietly shaped some of the most iconic projects in Nigerian pop culture in recent history. As the creative force behind the striking visuals for Davido, Burna Boy, and Arya Starr, her work is rooted in rich detail and cultural pride. Her artistic touch is instantly recognisable, bold, and immersive, whether it’s a music video, film or ad.
Unsurprisingly, Anita was honoured with The Future Awards Prize for Creativity & Innovation in 2024—a recognition of the scale and impact of her work in Nigeria’s thriving creative ecosystem. A globally recognised nominee for prestigious accolades like the Berlin Music Video Awards, she consistently demonstrates an exceptional eye for detail, a profound reverence for culture, and a firm determination to make space for emerging creatives with each set.
Early sparks of creativity
Even in childhood, Anita’s innate creativity shone brightly. She would ingeniously fashion her school bags and lunch boxes. “I was always creating something. I used to customise everything. My notebooks, my space, my clothes,” she recalls.
Her creative spirit continued to flourish throughout secondary school, where she actively ran a blog, and later at the university, where she earned a Bachelor’s degree in journalism.
“I used to sell clothes, mix cocktails, plan pageants, and handle merchandise—I was everywhere. I always put myself out there and stay available. Looking back, I can see I was training myself to be resourceful and solution-driven.”
That willingness — to try, create and build — would eventually lead her into the world of art direction and production design.
Anita Ashiru on one of her sets, via Anita Ashiru
Falling in love with art direction
After university, Anita initially pursued a marketing job as a strategist. However, a pivotal “lightbulb moment” on a film set dramatically altered her career trajectory. On a spontaneous visit to her friend, music video director Dami Twitch, she found herself irresistibly drawn to the captivating world unfolding behind the camera.
“I gravitated towards the visual and creative aspect because I’ve always been creative. I’m very crafty and handsy. So, this was a cool way for me to channel my creativity. Art direction felt more fulfilling than anything I’d done in an agency.”
That moment marked her transition into art direction—a field that allows her to merge her entrepreneurial drive and journalism degree with her creative instincts. She draws on everything—from her background in journalism and marketing to her love for handmade crafts and nature—to build immersive worlds.
Anita’s signature: culture, and attention to detail
Two things mark Anita’s work: an obsessive attention to detail and a clear desire to centre Africa in every frame.
“I love Africa, but I never see the continent properly represented on screen. So, I am intentional about adding an African touch to my work. It could be in patterns or artwork. Something that just celebrates and showcases Africa in a way. I always try to represent it in all my work, no matter how tiny.”
Her distinct artistic vision is now a hallmark even her clients readily recognise. “I pay so much attention to details, and it has paid off. People know when they see my work.”
Anita’s process is meticulous and intuitive, and every project begins with deep listening and world-building. “When I get a brief, I first try to figure out what the client actually wants. Then I break it down. For instance, if the producer says, ‘I want 40 dancers in a warehouse,’ I determine the colours and the overall look I want. Is it a gritty or an up-class warehouse? After that, I start adding more context. Do I want a wet warehouse floor? What kind of light do I want to have in the warehouse? Then, I start thinking about it visually. I take all of that and I put everything together in a sketch and a mood board and go from there.”
The art director thrives in the collaborative ecosystem of film sets, revealing she has a team for everything. “I have a light team. A props team. I have a building team as well. If your set is wrong, then the lighting can’t be lit properly and so on. So, we all work together to execute the vision.”
A safety net that allows for unbridled creativity
Behind Anita’s bold moves is a family that has always been her safety net. Her parents, she says, never doubted her creative path—even when it didn’t look profitable at first. “They’ve always been very supportive. Even when I wasn’t making plenty money, they still believed in me.”
Their emotional and financial backing allowed her the freedom to take creative risks, explore ideas, and find her style.
Creativity for Anita doesn’t start and stop on set. It weaves its way through her everyday life. Tending to plants, experimenting with ceramics, and crafting candleholders are all ways she stays grounded—and inspired.
“Sometimes I just create for the sake of creating. That’s how I avoid burnout. I do ceramics, I paint, I spend time with my mum. Even tending to plants. I enjoy creating small things like candleholders.”
Creating a legacy with AA Creatives
Anita isn’t one for waiting to be discovered. She’s always been intentional about creating value, whether through personal projects or client-facing work. Her company, AA Creatives, is her blueprint for the future.
“What I want to do is have multiple teams—kind of like an incubator for creative talent. Many people are creative, but don’t know how to channel that. I want to train people, give them the tools to work and earn.”
She also has her eyes on global collaborations. “I want to work with Beyoncé and Rihanna. They started from a young age as well, and they were able to grow their brand into powerful global powerhouses. That’s a collaboration I’m praying for.”
To creatives finding their path, Anita has clear advice born of experience, experimentation, and endurance. “Just try everything. No experience is wasted. Start from somewhere. It doesn’t have to be big. Just build a portfolio. Work with people around you. Show up, even if it’s a free job. And eventually, people will see your value.”
