Création Africa Platform

Dec 10

Amplifying African creative voices across a continent

BBA assembled a selection Africa's finest fashion creatives to produce the hero image for France’s flagship African cultural platform: Création Africa.

The brief

The Institut français (Paris) needed a communication agency that understood African cultural industries from the inside. Their Création Africa programme – connecting creative entrepreneurs across 33 countries through mentorship, funding and networking – required more than translation services. It demanded authentic storytelling that positioned France as partner rather than patron, and that centred African voices rather than institutional messaging.

BBA was appointed through a competitive French government tender to deliver comprehensive communications spanning press relations, content production, event support and social media – all executed bilingually and with cultural sensitivity across vastly different markets from Senegal to South Africa.

Institut français also needed a single, powerful image to define the visual identity of Création Africa, their digital platform connecting creative professionals in Africa and France. The image would serve as the key visual for the platform homepage, representing the programme's mission of connection, collaboration and creative excellence.

Curating creative excellence

BBA assembled a dream team of South Africa's most celebrated fashion creatives. Award-winning stylist Chloe Andrea Welgemoed led creative direction alongside photographer Aart Verrips, whose editorial work spans TIME, i-D and British Vogue. Every collaborator brought published credentials and shared creative values.

A visual narrative for Africans, by Africans

The creative vision centred on building a narrative honouring colourful, diverse Africa. Colour became the through-line, reflecting heritage, energy and contemporary creative identity. Seven models in vibrant designer clothing, positioned to convey connection and collaborative spirit, embodied the platform's mission of uniting creative professionals across borders.