Art Directing Tiwa Savage’s ‘Park Well’ Video Was an Amazing Experience-Abisola Omolade Effiong

Day after day, Abisola Omolade Effiong is stamping her feet as one of Nigeria’s most critically acclaimed Art Directors. Having worked on movies like King of Boys, Moms at War, soon to be released La Femme Anjola and Tiwa Savage’s Park Well video, Mrs Effiong’s story is one of painstaking dedication to a cause regardless of all hurdles.  In this interview with eelive.ng, the Art Director takes us through how she fell in love with Art Directing, her creative process and the attendant challenges.

How did Art Directing start for you and what were you doing before then?

I studied Film and Directing at the Met Film School, Ealing Studios in the United Kingdom. It’s one of the prestigious film schools in the world. I actually studied directing and I had the intentions of making my own films. I was serious about that and was best student director in my set. However, upon my arrival in Nigeria, it felt like everyone was in the race to introduce and identify themselves as directors. That extreme feeling of seeing everyone trying too hard got me thinking of the next area to focus on because at Met, you are made to go round all departments, so other departments in film making were not strange to me.

As a child, I always loved organising, tidying and making spaces beautiful, so Art direction felt like a safe haven for me to create a mark, stand out and excel in the field. Before then, I had worked in a production company. I also had the privilege of having produced, shot and edited a lifestyle programme for DSTV.

Why did you chose to study film, especially with parental approval and all?

I wanted to study Mass Communications, but I was actively involved in drama as a child. I used to write plays and act Christmas dramas for my mum and her friends, but my dad wanted me to study Accounting. It was really tough, because it was far from what I wanted. I later made up my mind to do what he wanted so, I first studied Accounting and after graduation, I decided to pursue my desire in filming.

Are you happy/ fulfilled you did this?

I don’t regret it.

How would you describe what you do? What makes it special?

Art direction is creation basically. It is how you can transform a basic space to an extraordinary location, taking into consideration all possible camera angles. Art direction is taking the blue print of an idea that has been morphed in a director or producer’s head and bringing it to life. So the joy that comes with this creation and recreation in my opinion, can be likened to a new mom who just had a baby. That joy knows no bound. The beauty of the set or location on the camera lenses or monitor makes the extreme stress process worth it.

Did you have any mentor before you started or someone you looked up to?

I looked up to Faruk Lasaki and Tope Oshin. Along the line, every top player in the cinema and advertising world gave me something to look forward too.

There are few female art directors in Nigeria, what do you think is the reason for that?

Art direction is extreme and I say that with every ounce of authority embodied in the word extreme. It’s a combination of being true to yourself, being hardworking and making a decision that this is where you want to be.

Many a times, women are perceived as not having the strength that can be equated to that of a man, so it makes a lot of us conform to that weaker vessel box.

In the real sense of it, women are actually really strong, but it only takes one who is willing to stretch herself to be able to harness that strength. The few of us in this profession are thorough breds. I strongly believe the reason for fewer women in this field, is that a lot of women cannot withstand the stress, and the crap that comes with it.

Can you elucidate on the “crap”, give an example or two that you have faced for instance?

Manner of approach and lack of respect. Some producers/ directors treat you like you or your opinion doesn’t count, forgetting that you are a creative and not just hired to place art on the wall or place a prop on a table. And some would even give you the treatment that can be likened to that of a help.

How do you deal with that?

I have just developed a thick skin to all of the ill treatments. So I basically learnt to tolerate and adapt, knowing that it’s only for a certain period of time

And would you say things are changing? Are other people in the value chain now appreciating the profession more?

Luckily, yes. There are people who respect the profession and let you showcase your creative prowess.

Beyond the beauty of creative story-telling in your craft, what are the challenges of being an Art Director in Nigeria?

Budget and time constraints. Expectations that don’t equate the budget. The inability to showcase an art director’s own creative license is another challenge.

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What are some of the productions you have worked on?

I have worked on Castle and Castle, MTV Shuga season 3, Inline, Moms at War, The Wait, King of Boys, Lafemme Anjola, Eyimofe, We Don’t Live Here Anymore and Knockout amongst others.

How did it feel working with Tiwa Savage on Park Well video?

I am proud of all my set pieces. Working with Tiwa Savage was an amazing experience. She is an amazing woman, soft spoken, slow to anger and just a beauty to behold. Art directing Park Well was a major highlight in 2020 for me.

How did this happen? Were you recommended or you had to pitch for it?

I was recommended by someone I had work for before.

Are you doing anything differently in the last few years where we have high-definition cinema projectors and high-resolution TV screens that make it much easier for viewers to notice imperfections?

With the new tech innovations, we are extremely intentional about details. It’s all in the details. And in this era where perception is important, it is necessary you pay attention to the environment and the world you are creating.

Take us through your creative process

The first thing I do is to get a script, soak it all in, take notes, and create sketches / 3D images. Location Recce comes next, that is, pre-filming visit to work locations to take measurements and just study things.

Then, I check the internet for works that are close to the idea I am trying to recreate after which, I make calls to artisans, go fabric sourcing and buying. Derigging and storage comes next and finally, the execution or shooting the film.

How do you cope with family and the intensity of your work?

My siblings are my biggest cheer leaders. They constantly encourage me, constructively criticise me, above all love me and make me believe that there is nothing you set your mind on that you can’t achieve. My family members know the path I have chosen, so it’s not much of a hassle.

My husband is amazing, he supports my dreams and he lets me fly.

Who is Abisola Omolade? Are there any childhood experience or exposure that may have shaped you into becoming who you are today?

Abisola is an enigma. She is so many great things wrapped in one.  She is hardworking, a carer, a giver, a listener, a great friend, and above all a beauty to behold. I was the leader of the drama group in my church, and in my school. We used to act and create spaces to perform our piece. I guess I was made for this industry not only art directing, as there are so many things, I can do

What advice would you give aspiring Art directors?

It’s an amazing profession, but just like life, there is the good, bad and ugly. People will misunderstand you, disrespect you and even hate you if you decide to stand up for yourself. But be true to yourself and the profession and give your best and you’ll see the tides turn in your favour.