Designyatra 2023: Sindiso Nyoni on importance of social commentary in creative campaigns

Designyatra 2023 in Goa, kicked off with a session featuring Sindiso Nyoni, founder, StudioRiot, who has worked on illustrations for brands such as South Africa Mint, Netflix, NBA and Stella Artois, among others. 

Nyoni's session revolved around the significance of embedding social commentary into brand campaigns, and he offered insights on how to achieve this authenticity.

Social commentary in creative campaigns

Nyoni voiced that throughout his career, he aspired to demonstrate an unwavering commitment to social causes, focusing on themes such as anti-apartheid, liberation, and social justice in South Africa. 

"Social commentary has been a substantial part of my creative journey," he said, underscoring his dedication to this path. 

Nyoni said he aims to distinguish himself from other brand-creative visionaries by immersing himself in the brand's ethos and harnessing the creative freedom that accompanies it.

He expressed, “There is an innate passion for exploring diverse mass media mediums to effectively convey social messages while working on a brand campaign.” 

Nyoni's innovative approach was evident in his work on the NBA and Hennessy ad campaign which he exhibited during his session. 

Illustrating the power of social commentary

Nyoni showcased another social awareness ad campaign, ‘From Cape to Cairo,’. This campaign aimed to celebrate the heritage of Africa and showcase his contributions to Netflix's World Africa Day campaign.

“With the ‘From Cape to Cairo’ campaign, I was dedicated to promoting African shows on the OTT platform, exemplified by a unique perspective on the continent that would resonate emotionally with the audiences,” he remarked.

Nyoni concluded by expressing that his brand of work transcends the professional realm, highlighting his commitment to being a role model for his children. 

He articulated, "My goal with my social work illustrations for brands is to leave a positive legacy and use creativity as a tool for social change, creating a lasting impact on a targeted audience."