Alumni Feature: Moe Kekana, Creative Group Head at The King James Group
Moemisa Kekana — fondly known at Red & Yellow as “Moe” — completed his Diploma in Graphic Design and Art Direction in 2010.
Since graduating Moe has led a stellar career at King James. Read more about his journey, his memories of Red & Yellow and his thoughts on the significance of digital in the 21st Century.
Give us your elevator pitch… who are you, what do you do, what gets you out of bed every day, and where can we follow you (Instagram, Twitter, YouTube, Facebook?) We know you, but we need your words to describe you!
My name is Moe Kekana; I’m an art director, illustrator, typographer, sometimes photographer and lover of baked goods. I work at the King James Group. Any opportunity for growth gets me out of bed every morning. I enjoy the idea of putting in the work and knowing that (at some point) I’ll be better. Even if “better” doesn’t happen today or tomorrow.
Instagram – @TheManWhoIsntThere
Twitter – @MoeKekana
What did you study at Red & Yellow?
Graphic Design & Art Direction
When someone says “Red & Yellow”, what are your immediate thoughts, memories or feelings?
Guidance. Red & Yellow was the first time I was a full-time creative. Before then I had an art class every other day in high school. I arrived with “creative muscles” but had no idea how to use them, only my natural instincts. Learning about the creative process, learning to trust it, and being guided through it is what I’ll always remember.
Please complete this open-ended sentence: “Red & Yellow taught me…”
to be curious, and to follow that curiosity wherever it takes you.
Tell us about your most memorable experience at Red & Yellow on campus? (Preferably a good one).
The most memorable experience at Red & Yellow was hitting the home stretch of the final year portfolio hand-in. The atmosphere in the 3rd year studio was electric. Weeks of major highs, and manic lows, peppered with delirium brought on by sleepless nights. At the end of this whole process were portfolios that weren’t simply put together over a few weeks, but rather proof of the work that each student had put in over 3 years. There was nowhere to hide. An experience like that certainly does shape you in unforeseen ways.
As a thought-leader – and why you’re in the Red & Yellow ‘Hall of Fame’ – we’d love your views on the importance of ‘digital’ knowledge, and why it is a sure-fire way to grow careers.
As a creative, what it comes down to is having an awareness and strong grasp of all the tools available to you when launching a campaign. It’s essential to have a clear outcome in mind, and then employ the available tools effectively in order to achieve it. These tools include traditional mediums like TV, radio, outdoor, along with the more recent introduction of digital. Each has its place and purpose. Being the new kid on the block – digital, specifically social, sometimes played a supporting role. It was something that would be “adapted” from the TV, print, or radio. Simply adapting creative for digital is a waste of this very powerful tool. Digital allows us to collect data, to target and personalise content, and to serve people the content that resonates with them. On more than one occasion I’ve had a traditional brief come across my desk. But what we end up producing is a digitally-led campaign. When working on a campaign, knowing what needs to be achieved is important. Knowing how to do it, and how to do it effectively, is crucial. Being able to do both is where you want to be.