Studio Unruly: Crafting Authentic Cultural Narratives
The agency redefining the narrative of black creativity on a global scale
An interview with Tobi Efunnowo of Studio Unruly
q: Can you share a brief overview of how Studio Unruly started and has evolved since?
a:
Studio Unruly was born from my aspirations to provide a range of creative services as a multidisciplinary artist. The studio was initially conceived as a space to provide an unorthodox problem-solving approach for growing brands, but the studio underwent a metamorphosis over time.
What began as a singular vision has been transformed into a dynamic and collaborative endeavor – we are a creative collective of exceptionally talented minds - I like to call us Creative Alchemists. Studio Unruly evolved into more than just a service provider; we have become a movement, a force redefining the narrative of black creativity on a global scale.
This convergence is not just about creating visuals but crafting genuine, inventive, and culturally impactful expressions that resonate worldwide. The evolution of Studio Unruly reflects our commitment to pushing creative boundaries and celebrating the richness of black culture in every project we undertake.
“Our commitment goes beyond aesthetics; we are dedicated to contributing meaningfully to cultural narratives, and forge connections that resonate globally”
q: What led to the choice of a digital photo book for the "Cold" exhibition, and how does MURAL narrate the stories behind each artwork?
a:
The decision to opt for a digital photo book for the "Cold" Exhibition was a strategic response to a main challenge we observed. We recognized the temporary nature of art exhibitions; where the excitement behind the showcased artworks often fades once the event concludes. Moreover, those unable to attend these exhibitions miss out on the entire experience.
In response to this, we immortalized the exhibition, ensuring that it lingers well beyond the physical event. The "Cold" Exhibition curated by Severe Nature became the perfect canvas to test our theory.
On the editorial team for this project was myself and Niyi Okeowo, serving as Chief Editor and Creative Director. Odebiyi Moyosoreoluwa was in charge of Art Direction and Editorial Design. The photography was handled by Niyi Okeowo and Daniel Uwaga. Ubong Inyang handled the project management.
q: What sets your approach to branding and marketing apart from others?
a:
At Studio Unruly, our approach to branding and marketing stands out through a meticulous process that goes beyond the surface. We don't just create visuals; we uncover the essence of the brands we work with, and from there, we build an authentic and compelling narrative.
q: Can you highlight some notable moments and challenges from projects like Streetsouk and Lagos Fashion Week?
a:
We created the brand identity, and website for Street Souk 2023. We had the opportunity to infuse the culture of streetwear into a visual language that connected with the very rad audience. The website we developed represents Streetsouk’s brand ethos and also brilliantly strikes the balance between street culture aesthetics and modern relevance. This facelift required a nuanced and deliberate approach to properly strike that balance.
For Lagos Fashion Week 2023, we were able to establish a seamless content creation funnel for four days. This involved a real-time process of capturing, producing, and delivering content promptly to keep the audience engaged.
Managing the constant flow of content creation during a dynamic event like Lagos Fashion Week required strategic planning and efficient execution; we also had to ensure that the content created live at the event was processed and ready for distribution before the next day — A timely turnaround was very essential to maintain the momentum of engagement.
q: What upcoming projects can we anticipate from Studio Unruly?
a:
We have a bunch of upcoming projects that we intend to use to grow the size of our impact on black creativity. You can expect exciting client collaborations that showcase our commitment to pushing creative boundaries across different industries. Within our media arm, Get Unruly, we're introducing initiatives that connect creatives directly with brands through a pioneering recruitment program. Additionally, we are launching "Public School," our digital library of resources catering to visual artists, designers, marketers, and others.
q: Is there anything additional you'd like to share about Studio Unruly, your overarching vision, or the creative processes that drive your work?
a:
At Studio Unruly, our overarching vision is embodied in our role as The Cultural Alchemists. We are devoted to the transformative process of turning cultural elements into powerful, globally recognized creative solutions.
We have evolved into more than just a service provider; we have become a movement, a force redefining the narrative of black creativity on a global scale.
Thanks for reading, to learn more about Studio Unruly, visit their website on www.getunruly.com/studio-unruly