
From South Africa to Times Square to Tomorrowland, Diogo Mendonça on Blacksmith Collective’s rise
Founded 9 years ago, Blacksmith Collective has evolved from an ambitious disruptor in the production company space to a recently expanded Branding Consultancy and content production powerhouse, producing work that spans continents. From Times Square billboards to big brand campaigns with Nike in (South Africa & EU), KFC, Showmax, ABSA, Coca-Cola, Play Energy & Hennessy, Blacksmith has built a reputation for loving big edgy ideas. We caught up with Diogo Mendonça (Co-founder) to reflect on Blacksmith’s journey, the lessons learned, and what’s next for this production collective.
Q: 9 years of Blacksmith. When you think back to the beginning, what was the original vision for the company?
Diogo: To disrupt the industry and become a community based app or platform for creatives to connect and do epic work. We also aimed to personify and don the phrase “Collective” as we couldn’t find a box to categorise ourselves in, so we fully committed to the phrase and made it our own.
Q: This industry keeps changing so much, how has your company stayed ahead of the curve?
Diogo: Other than priding myself on being up to date on industry and competitor developments, our business model allows for us to concept test, be nimble and scalable per project basis. This makes it easier to fine-tune and adapt business practices or offerings as the need arises. Naturally, as creative problem solvers we service our clients based on their needs, thus I would say we rather create or adapt with the curve vs stay ahead of the curve.
Q: What have been some standout highlights for you?
Diogo: As Blacksmith, there have been quite a few epic highlights and when I look back it sometimes feels surreal. I would say from our first piece of Global work for Visit Qatar that displayed in Times Square, Picadilly Circus, PSG Football stadium and all major airports around the world, to working on the Castle Lite Unlocks music festival with global musicians such as Post Malone, Travis Scott, Future & Meek Mill, to shooting content at Tomorrowland to working on Africa’s biggest drone show for the Absa relaunch, to achieving a childhood dream of working with my personal favourite brand Nike, and working on the first global release for Africa, while shooting the AirMax experience across London, Paris, Amsterdam and Berlin, to working with football legends Roberto Carlos and John Terry in Nigeria, to shooting “illegal” Music Videos with the late Costa Titch & AKA during Covid, to globally launching our Block Boy & Friends passion project at Sole DXB Dubai to working with Facebook on a live-stream for Oprah Winfrey who has this insane aura. Lastly, discovering my creative abilities and directing my first commercial for Revlon which was fun and to now expanding into Branding Consulting, whereby we have launched Relish a Food Oasis in Rosebank, that’s about to blow minds.



ABSA drone show, Relish branding & Visit Qatar displayed in Time Square
Q: What do you think makes Blacksmith unique as a brand consultancy and production company?
Diogo: Our conceptual ability to creative problem solve and our range of creative talents within our global network allow us to tap into multiple extensions of the visual production process. This plays a big role in developing our community and forces us to constantly innovate as we work on multiple projects, simultaneously, each with a unique setup or team. From brand consulting and strategy, to high-end content production, key visual photography, global grade post production, to brand experiences and creator talent coordination, our business model allows us to build teams informed by strategy that service our clients on a more personal granular and integrated level. It also allows us to scale with our clients accordingly as their project needs require.
Q: Could you describe the company culture, and what do you do to maintain it?
Diogo: Our company culture comes from a family-based mentality with high expectations on the quality of work while remaining innovative and pushing boundaries on every single project. There has to be edge. We pride ourselves on creating an environment that’s conducive to creativity, which in turn develops our creative talent and ideas. We also promote a healthy work-life balance, whereby we push our team to do at least some form of physical activity twice a week minimum. Our remote working culture allows the team to work from anywhere in the world as long as deliverables are being met.


Diogo on stage at Ted X Durban in March this year speaking on the topic of ‘What Fuels Creativity’
Q: You’ve worked with so many talented directors and creatives, what do you look for when bringing people into the Blacksmith family?
Diogo: I look at their ego, edge and willingness to teach and learn from others. Simply put, where its about the quality of work and the use of the opportunity to take things to the next level. We are only as good as our last project, and we constantly need to elevate and evolve as creatives, in order to become the best versions of ourselves. Egos interfere with the energy and soul of the process and we can’t have that.
Q: You were recently a guest speaker at TED X DBN Convergence. For those who missed out, what were some key takeaways from your talk titled ‘What Fuels Creativity’?
Diogo: Some of the key take-aways is that Creativity is the act of transforming self-expression into reality. It’s the bridge between imagination and execution, where ideas, emotions, and perspectives take shape through action. When your creative work is something you love, solves a real problem and is financially sustainable, that’s the creative sweet spot.
Q: For those that don’t know, you recently were involved in the global launch of Block Boy N Friends, tell us more about what the project is?
Diogo: BBNF (Block Boy & Friends) is a Cartoon character universe envisioned by super-talented artist CeetheKreator aspiring to be a global multimedia franchise. Blending cartoons, art, tech, gaming & street fashion to build communities that really just inspire creativity. Empowered by its ethos of “Ws Only” (pronounced “Wins only”) it provides a platform for creatives, artists, & the right-brain thinkers to foster self-expression, have a proactive mindset & persistently pursue their dreams, as we show its possible. Literally from pencil to product.

BlockBoy Dubai
Q: If you could give 2016-Diogo one piece of advice, what would it be?
Diogo: Be present, carry on backing yourself and the power is always in the network, it’s going to take you places that you haven’t even fathomed. It’s definitely worth a biopic.
Q: What’s one thing you hope people say about Blacksmith in another 18 years?
Diogo: That we are a global power house and that the work integrity continues to speak for itself. While referring to some epic projects that we’ve managed to do along the way.
Q: Any exciting personal projects you’re working on?
Diogo: I recently launched an MCC brand called Obsidian, that has been a 3 and ½ year journey and my first full 360 product creation that really opened my branding perspective on a granular level and taught the side of “Marketing Engineering”, that really intrigues me. And you’re possibly hearing it here first, but I will be shooting my first 3x episodes of my personal Podcast, “Talking in Decades”, very soon. Something that I’ve wanted to do for a few years and it seems to have finally aligned. So Like & subscribe in the link below. Yep I’m becoming that guy, but the knowledge will be worth it.
Wanna (s)talk some more? Check out Blacksmith Collective on IDIDTHAT and Company Website.

Contact Blacksmith Collective
Managing Director: Diogo Mendonça
diogo@weareblacksmith.co
+ 27 76 309 8998
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Produced by the IDIDTHAT Content Studio – Credits: Anne Hirsch (Writer) / Julie Maunder
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