Rooted in culture. Driven by storytelling.
I’m Mr Who, a Concept Developer based in Amsterdam. I create concepts, campaigns, editorials, and cultural experiences that connect brands, communities, and people. Working across concept development, creative direction, casting, and cultural strategy, I bring ideas to life through authentic storytelling.
Rooted in my Ghanaian heritage, my work celebrates the African diaspora through fashion, culture, and community.
Concept Development
Ideas, storytelling, campaign concepts and cultural narratives.
Creative Direction
Leading the creative vision from concept to execution.
Casting Direction
Building authentic casts that reflect culture, diversity and community.
Cultural Strategy
Helping brands and artists create meaningful connections through culture, storytelling and community.
Copywriting
Writing stories, scripts and spoken word that give campaigns a clear voice.