Xolisa Dyeshana, Creative Director, Joe Public Advertising Agency. A Man for All Seasons. As per his Twitter bio, he is a “Creative at Heart. Dreamer. Believer”. Read his story below and get INSPIRED.
Sup X, how are you doing on this beautiful day?
I’m all good thank you my good sir. Busy day so didn’t get to see much of its beauty, but I’ll take your word for it.
Kindly introduce yourself to the Honchos out there…
I’m Xolisa Dyeshana, a young man from the Eastern Cape, but I’ve made Jozi my home.
Before we get into the serious stuff I’ve noticed one thing about you… You’re a HUUUUUUGE music fan!! I might go as far as calling you a music aficionado. I’ve been to at least 2 house parties where you’ve ended up pulling out your MacBook to DJ. Where does your love for music stem from?
Aficio what??? Yeah I absolutely love music. I think that’s the one thing anyone who knows me will tell you (yourself included). The origins of passion is a subject I’ve always been interested in. In my case I’d probably say it came from my Methodist mother and singing church hymns at home from as far back as my memory will take me.
So is it safe to say you’ll be a DJ or part of a band in your next lifetime?
My next lifetime? I wouldn’t write any of those off in this one.
OK, onto more serious stuff … you’re a Creative Director at Joe Public, a well-respected local AD agency. From our understanding, that’s a pimpin’ position. What are your responsibilities?
Basically what that means is that I work with talented teams of art directors and copywriters to ensure that we create the very best work for our clients. It also means I then have to present that work to those clients and make sure that we sell it and after that make sure it’s produced well. Finally, if people really like it and it sells products and we pick up a few awards for it along the way, I get to take the first sip of the Moet. Lol.
You initially studied graphic design. How did you make the transition to copy-writing and how did you eventually end up in your current position?
I fell in love with writing when I did my thesis on Print Advertising In South Africa. One of the hardest things I’ve ever had to do was to convince my first employer to hire me for something I hadn’t specialized in, but luckily he took a leap of faith. I think it’s safe to say my first big sell was myself.
You’re known as a bit of an over-achiever in the creative circles. Name some personal milestones that you’re proud of?
I don’t know if I’d call myself an over-achiever, but I have been lucky enough to pick up some accolades along my journey. Some highlights include a gold Loerie we won for something we did for Arrive Alive which cost under R5000, but had a real big impact. Another is any and every award we’ve won for Brothers For Life, a project that’s very close to my heart. There is also an online piece we won quite a few Loeries for that we did for Fifa.com last year, getting a seat on the Creative Circle (the highest decision making body for creativity in the country) and being selected to represent my country on the Cannes Lions Jury in France this year.
You recently judged at the Cannes Lions Festival. How did it feel being in the company of some of the best creatives in the world? How would you compare our creative output to the rest of the world?
Cannes was unbelievable. Very few words can truly capture the feeling of being surrounded by some of the best creative minds from around the globe and judging some of the best work that the worldwide industry has produced over the past year. Add to that the fact that they put you up in some of the most immaculate hotels in the world in the pristine city of Cannes and it’s enough to leave anybody speechless. As far as South Africa’s creative output compared to the rest of the world, we’re right up there and we are very respected for what we produce down here. This year, as a country, we achieved a Grand Prix, 2 Golds, 12 Silvers, and 7 Bronzes. Not bad for a so-called ‘third world’ country.
What inspires you? Who inspires you?
Everyone who tries inspires me. People who are not afraid to make mistakes inspire me. Individuals who pursue their dreams despite the confines of their realities inspire me.
A little bird told us that you’re now an equity partner in Joe Public true or false? How important is black ownership in the advertising industry?
Mmmm you want me to get robbed? Lol. I think black ownership is very important in our industry, but I don’t think it should come through a sense of entitlement, but rather from hard work and dedication to the agencies. That’s why I’m not a fan of the big empowerment deals that happen between agencies and large BEE consortiums. I feel that those usually overlook the black staff who give their blood, sweat and tears for their agencies in favour of people who don’t have anything to do with the everyday running of the companies and are only interested in financial gain.
You’re obviously a hard-working individual in an industry that is known for bringing grown men to tears. How do you relax?
I have a great support system of friends and family and most of my spare time is spent with them. I also enjoy the odd night out in the town, a good play at the Market Theatre or a good game of squash against a weaker opponent. Lol.
Your advice to aspiring Ad professionals/entrepreneurs?
My advice to aspiring ad professionals is – find out about the industry, it’s a lot more complex than you think. Do some research, speak to people who work in it, so that you can have a clear idea of where your calling lies and you can get in where you fit in (think that’s the coolest thing I’ve said this entire interview).
What are your Top 5 songs of all time?
Oooh this is a tough one. Ok, in no particular order, I’d have to say:
1. Stan – Eminem
2. Paradise Road – Joy
3. Overjoyed – Stevie Wonder
4. To Be Young, Gifted And Black – Nina Simone
5. One Moment In Time – Whitney Houston
Top 5 films of all time?
1. Shawshank Redemption
2. Love Actually
3. The Hurricane
4. Braveheart
5. I thoroughly enjoyed Spud, plus the director is a friend who also directed one of our Brothers For Life commercials, so I’m not sure how objective I’m being. Lol.
Lastly but not least, how do you ‘Live Progressively’?
By accepting that I will never know it all and embracing life as a classroom where everyone I meet is a teacher.
Xolisa with his idol R-Kelly
The thing about being South African is that only a few individuals unconsciously liberate us, the youth, by giving us the right to dare to dream. . .We look abroad for role models and icons, but we have people like you Sir, in our midst, that give us that liberty. Salut.
Leta,am inspired….what more can I say