ART MAYBE, a fairly new South African production company, is all about high-energy storytelling, fresh visuals, and a deep connection to youth culture. Launched in 2023 by creative collaborators, director Masedi Ranyane and DP/Editor Kea Ditaunyane, the company started in the music video scene, attracting international artists who flew in from the U.S. to collaborate. Their work quickly caught the attention of brands, leading to a growing reel of commercials for streetwear names like Adidas, Converse, and Reebok. Now fully focussed on commercials, here’s why you should be looking in ART MAYBE’s direction to collaborate.

Kea and Masedi first began their film careers working together on music videos and it’s when their video for musician Dali’s “Ahhh”, directed by Masedi, snagged Best Music Video at the South African Independent Film Fest that they started gaining attention. “Our distinct style quickly caught the attention of major artists, both local and international, including Rantz Davis, VScript, and VoTT, who flew in from the U.S. to work with us. We learned so much during this time about our taste, aesthetic, and point of view,” says Masedi, who, as a cinematographer, has built a portfolio featuring collaborations with brands like Spotify, Striped Horse Beer, Adidas and Audi, before launching ART MAYBE.

ART MAYBE’s slogan ‘Different is Better’ worn by Masedi Ranyane

Director Masedi Ranyane

DP Vahid Davids and Director Masedi Ranyane on set

The string of successful music videos quickly caught the attention of brands looking to collaborate with the duo. ‘The transition into fashion and sportswear advertising was a natural evolution for us and we were able to bring the visual and narrative storytelling we learnt from music videos,’ adds DP/Editor Kea Ditaunyane.

DP / Editor Kea Ditaunyane 

In just two years since their launch in 2023, the team has created campaigns for Adidas, Converse, Reebok, Asics, and Hi-Tec. Their work with Sneaker Factory started small but quickly escalated when the client saw how ART MAYBE consistently delivered polished production values, fresh creative energy, and an authentic connection to the market.

Converse ‘Boss Zonke’

Reebok ‘Stand Up’

Vott ‘Motion’ (Music Video)

Dali ‘Ahhh’ (Official Music Video)

From their early days studying cinematography at AFDA to cutting their teeth in the music video world, 25-year-old Masedi and 24-year-old Kea have been on a relentless journey to create work that resonates with their demographic. “We are the audience our ads are speaking to,” says Kea. “We get it. We know what connects.”

Masedi says, “Our strength as South Africans is our diversity. We all come from different backgrounds, and that gives us a unique creative edge. That’s exactly what we want to explore with our work, South Africa’s cultural narrative. I think there’s a bit of that in our Converse spot. It feels like home, and that’s what we want to do more of, especially with our sights set on some more narrative-driven commercial work in the future. We want to celebrate South Africa and bring our stories to the world.”

Wanna (s)talk some more? ART MAYBE’s company website.