SentientXT’s junior creatives Angela Eloh and Praise T. Offeh are in the news, creating noticeable work rich in the Agency’s DNA to create emotion-evoking creative solutions for brave brands in Africa’s largest economy.
Everyone strives for recognition, no matter the scale. For Nigeria’s 63rd Independence Day celebration, two of our young and talented creatives were tasked with devising a concept to bind the celebration with the core values of Nittol – a brand committed to protecting consumers and helping them maintain extraordinarily good hygiene and cleanliness.
Our recent commemorative Independence Day social media Campaign for Nittol got some recognition for its quality of creative excellence by Brandnalysis – An independent curator of brand campaigns, activities and ratings for the Nigerian consumer marketing industry.
Angela Eloh, Concept & Copy at SentientXT and Praise T. Offeh, Visual Design at SentientXT share their creative journey as Juniors and how the ensuing recognition fuels their creative engines forward.
1. What inspired you to pursue a career in the creative industry, particularly in design/copywriting?
Tejire: I participated in an extensive training program about a year or two ago. Towards the end, we were all assigned projects; and while we worked on them, we were dispersed across different segments of the training program to gain more insight. It was then I found that I had a passion for design; the whole idea of putting things together to tell a story or pass a message. I was also amazed to learn that people weren’t only creating for the sake of it; but as a valid career path.
Angela: For my service year, I was assigned to a creative agency; and that’s where it all began. Corpers weren’t usually assigned a lot of work, so whenever I had some free time, I would join my friends who worked in other departments. I kept on doing that day after day, and the interactions I had with people who worked as copywriters, designers, brand managers, and video editors had a big impact on me. In the blink of an eye, I’d enrolled myself in a marketing school as a student of copywriting.
2. What’s your creative process like?
Tejire: My creative process typically kicks off with a search for inspiration on Pinterest. I often find that Pinterest is like the best friend I never knew I needed. I browse through various platforms like Behance, Dribble, and occasionally, Instagram and Google. I continuously search for fresh ideas and concepts, selecting designs that truly inspire me and then apply them.
Angela: The phrase “No man is an island” is something I strongly believe in. I always ensure to share my ideas with others. When I need to brainstorm or begin writing, I extensively explore platforms like Forbes, Lürzer’s Archive, Ads of the World, Medium, to mention a few. Sometimes my ideas resonate with people, and at other times, they don’t; but I make sure to keep on writing until they ‘fly’.
3. How would you describe the feeling of getting your first recognition?
Tejire: Welp! It’s just a confirmation that I’m badass. I mean, people see good things and appreciate your efforts. The fact that my design was listed amongst others to honour Nigeria’s Independence Day says a lot about my skills.
Angela: I was rendered speechless!! It’s like validation comes first from within, because after the final work was approved, I looked at it over and over and said, “Now, this is some good work,” and then after I heard it got listed, I just knew there was no room to back down anymore.
4. Could you share the backstory behind the creation of the project? What was the initial inspiration?
Tejire: It was as though every idea we brainstormed had already been over flogged, so we kept on going back to the drawing board. I won’t exactly say there was an initial inspiration. We landed at a direction at the end and pretty much brought it to life and just like that, it was done.
Angela: Despite the saying that there’s no new idea, we were not buying that. We wanted to do something that had not been explored, and at SentientXT, for writers, it’s not just copy, its the art of concept and copy, so your responsibility is more. Before every execution comes the concept, so you’re constantly sharing ideas upon ideas before landing.
5. Can you share a specific challenge you encountered during the project, and how did you overcome it?
Tejire: As a designer, your design’s outcome could be appearing uncertain, and you’d just have to trust the process. While designing, my thoughts were running wild… How would this work? Why this? Must I? Do the men look better? Sigh. To overcome it, though, I just had to trust the process.
Angela: The initial copy wasn’t giving. I had a page in my note just filled with different words I wanted to put together. The main challenge was, in doing all of the creative work, you make sure not to deviate from the essence of the brand, therefore I had to keep writing and writing until it finally aligned with the core values of the brand.
6. What were the initial emotions and thoughts that ran through your mind upon learning about the recognition?
Tejire: I was at home when I got a message from my boss which I didn’t really understand until I checked a link that was sent. I did feel like a top designer because my design was rated 8/10 yo! Thoughts? I’m badass!
Angela: What word do I pick now… “PURR”, “PERIOD.” or “YASSS”? I had my heart in my mouth that morning. Full of excitement, I called everyone I knew to tell them. It wasn’t a big deal for most that had gotten even a lot of awards, but it was indeed a milestone for me. I couldn’t think clearly, neither did I know how to react.
7. How has this achievement influenced your approach to future projects and creative endeavors?
Tejire: Like I said earlier, people appreciate a good design. My good design was recognized, so it tells me that people are indeed watching and I should give it my best every time. Going forward, I’m going to design like its getting displayed on the billboard at New York’s TimeSquare.
Angela: Now I create with one thing in mind- WIN! Whether I’m winning or the brand is winning, a win is a win. The job is simple: Figure it out! Take simple information, uncover a bigger result.
8. Reflecting on your journey leading up to this milestone, what have been the most significant lessons you’ve learned as emerging creatives?
Tejire: Keep going. Be consistent. Be willing to zag when others are zigging!
Angela: There are messages everywhere, everything you see is a story and lastly, Be hella bold with your ideas.
9. What are your future aspirations and goals within the creative sphere, and how do you plan to achieve them?
Tejire: As crazy as it may sound, I also want to pour out knowledge. I want to sit in a hall with young designers and tell them my story and how I always wanted to quit design, but I pushed myself. How do I plan to achieve them? By learning and relearning
Angela: I just want to be the one looking at the youngings and saying to them as I look back upon all of my achievements, “The ones that come after me shall be greater”. How do I plan to achieve that? Be willing. Before the way is the will. Let’s make stuff happen!
And many thanks to Brandnalysis for the recognition, this further inspires us to create more remarkable work for the brands and businesses we serve.
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