iDidTht: Now that you’re back, what kind of commercials are you excited about getting involved in?
Monde: This may be arrogant, but I believe people are complex and complexity is a very dangerous thing to obscure, particularly amongst people that have been previously marginalised. So I most enjoy, whether it’s consuming or creating, content that acknowledges and promotes a broader spectrum of diversity, especially in Africa.
iDidTht: How do you personally want to approach directing work that speaks to the youth market?
Monde: It’s about putting the right people in the room and giving them the agency to speak up about what they feel. Which is also why Rudeboy is so great to me, there are all sorts of people representing in these rooms. That Pepsi ad with Kendall Jenner would never even have happened if the right people were in that room.
iDidTht: Haha, preach!
Monde: I love being involved in those initial phases when agencies are aligning ideas to a brand’s identity. I believe that when a team, from creatives to the director, collaborate on a commercial, the end result will always mean more. I’m not an end-product director, I’m a process director. I wanna work with the agency and I will do that all day and tomorrow.
Apart from the sexy allure of having gained significant experience working with some of the top artists and production companies in LA, Monde’s enthusiasm for contemporary African culture, his drive and excitement to graft hard from ideas phase through to calling ‘that’s a wrap’ on set is infectious. Add to that the invaluable support from an established production company like The Rudeboy Collective and yeehaw! He is a new generation director that any agency, wanting to speak to the African youth market, would be lucky to have in the room.