With his first job in the industry as a copywriter for JWT Johannesburg, Aadil worked as a creative in the industry for six years before the itch for directing finally won. “I took a job as a creative researcher at a production company called Egg Films in Johannesburg,” he says, which is where he got stuck into the process and found out what it took to be a director. “The two years I spent doing it were invaluable. But I wasn’t being moved up to director quickly enough, partly due to the fact that I was a really good researcher and assistant, so I went back into agency life. Spent five more years working as a creative, working my way up to creative director, before dropping it all to direct full time in 2016.”
“Persistence. And that no one is going to give you a hand up, you’ve got to do it yourself,” says Aadil when reflecting on his journey. The first piece of work he did was for Mama’s Pies, he says, “I remember feeling fucking nervous, and like I had no idea what I was doing, because I didn’t.”
Aadil also remembers the pieces of work that changed the course of his career, specifically the commercials for KIA which he says, “helped solidify me as a commercial director.” Aadil continues, “They combined my knack for comedy and performance with my affinity for strong visuals really well. They helped move me up from someone who shot lots of little itty bitty content pieces to a proper TV commercial director.”
The most enjoyable part of what Aadil does is being on set. “I love the circus of it all,” he says as he explains his ambition for continuing on the career path he’s on. “I want to move people. Whether it’s to laugh, cry, feel inspired or energised. If my work makes people feel something, then I’m stoked.” He does this by reading, talking to strangers, watching “a ton of bad TV and movies,” and learning from them. As he thinks about the frustrations that come with the industry, he says, “Where’d all the money and bravery go? Everyone’s running scared. Ideas are sanitised. Budgets are tiny. And because of this, it feels like most of the decent boards end up with ‘sure bet’ directors - i.e. old white dudes. While the driven up and coming POC and women directors are left to fight over the scraps.”
On the flip side of things, there are exciting aspects that motivate Aadil, “Globally there seems to be a big shift in terms of representation. And there’s still great work being made out there, as few as far between as they are.” He continues to reflect on those in the industry who inspire him, particularly Spike Jonze for his versatility, “I mean who else can go from directing dudes puking on themselves while jumping out of cars, to Apple commercials, to winning an Oscar.”
When he isn’t working, Aadil first and foremost makes time for his daughter, reading, meditation and Muay Thai. He also spends the rest of his free time “stalking" Taika Waititi, who he’s been obsessed with since Eagle vs. Shark. “...I have been really interested in his transition into major studio films. I also love the Corridor Digital Crew and their VFX breakdowns on Youtube. I’ve learnt a lot from their videos.” On the side, he’s also been working on his first feature film, which he’s excited to share, when it’s completed.
Aadil’s motivation comes down to one simple thing:
“A blind belief that this is what I’m meant to do.”