The Journey of an Art Director & Creative Producer

February 17, 2025

On this month’s episode of African Creative Stories, we had an inspiring conversation with Piiiirre, a talented art director based in Canada. Enjoy!

Kindly introduce yourself

My name is piiiirre, I am originally from Senegal and I am currently based in Montreal, Canada

What characteristic about yourself do you love the most?

I love the way my mind clicks—how I see the world in new angles every time, and how I channel that into art to answer the big questions society throws at us.

For those unfamiliar with art direction, how would you describe it?

Creative direction is the thought process behind an idea, with the goal of bringing it to life in a creative way. It’s about envisioning what the idea should be, why it matters, and how to express it across different mediums. Creative direction spans across all fields, from business to music to sports and is the foundation for every project.

Art direction, on the other hand, is the actual visual representation of that idea. The art director takes the concept imagined by the creative director and works to bring it to life—coordinating the production, from visuals to details. In my case, that means overseeing photoshoots, commercials, and events to make the vision a reality.

Though they’re distinct roles, these two roles are intertwined, with the creative direction setting the vision and the art direction turning it into something people can see and experience.

Walk us briefly through your journey—when did you start, what inspired you to pursue this path, and how did you know it was the right career for you?

When I was 10, I started designing clothes and dancing. By 16, I created my first piece for a
school show, despite not really knowing how to properly sew with a machine or create patterns. I was always the one coming up with ideas for events or parties I was planning, driven by a deep, natural creativity.

Growing up, I’d take walks in Brussels, snapping pictures with my father’s camera, or style myself in unique ways. I’d perform in dance and theater shows in front of large crowds in Egypt, always feeding off that creative energy. When I moved to Montreal for my studies, I realized I wanted to try modeling for fun. I had been offered gigs before but always hesitated. Eventually, modeling turned more serious, and I started doing content creation, collaborating with brands to create visual content.

As I gained more experience, I decided to produce my first photoshoot with myself as the model. That’s when I discovered my love for creative and art direction. It became clear that I was building my portfolio by working on projects for local brands and my own personal ventures, often leading a team in the process.

I had no idea what I was doing had a name until I researched it. That’s when I realized I was an art director and creative producer. Everything inspires me—whether it’s people, quotes from my relatives, movies, books, fashion, or nature. But what really drives me is using creativity to explore and answer the societal questions that have always been on my mind.

I think I knew I was on the right path when I wrapped up a 12-hour shoot. Instead of feeling
drained, I was full of energy, motivated, and inspired to do more. I could have easily done
another shoot the next day. I think it’s important to recognize whether your work drains you or pushes you to the next level. And that’s when I knew this was the career for me.

Can you tell us about your favorite project? Why is it your favorite?

The Teranga Yearbook is by far my favorite project.

It’s a celebration of my country, Senegal, and an exploration of its rich cultures and diverse ethnicities. What I love most is using my art to teach people about cultures they might not have known about, and celebrating African excellence.

This project takes a profound journey into the diversity of Senegalese ethnicities, showcasing their essence through the language of accessories, the eloquence of clothing, the artistry of makeup, and the powerful energy they radiate. It’s a personal and collective voyage—a reconnection to cultural roots. The project echoes the empowering anthem, “our roots, our land, never yielding,” a mantra of resilience and pride.

The significance of the yearbook goes beyond its physical pages. It stands as a symbol of enlightenment, a vessel for wisdom that has the power to transform. True empowerment comes through understanding, and this project aims to shine a light on the beauty and strength of black African identity, offering a narrative of unity and resilience.

Do you have any words of advice or encouragement for aspiring art directors and visual storytellers?

Something I realized is to not wait for someone to come to you and give you a chance, you need to create your own chances and you need to be bold. And along the way, it’s crucial to understand your true intention behind your art. Is it about money? Fame? Recognition? Collaboration? Or is it the love of the craft, the passion, or even the desire to educate? Knowing your why will guide your journey and keep you grounded when things get tough.