On My Radar: Ola Adediji

What’s the most creative branded short film you’ve seen recently?

Nick Ball's spot for Tangerine, Jumping Through Hoops; a dystopian ad for a banking app that's both surreal and ingenious, poking fun at everyday corporate life.

What website(s) do you use most regularly?

I practically live on the Wayback Machine these days. It's my one-stop-shop for digging into the ancient internet's style and how it's still shaping today's tech. Inspired by Octavia Butler's Four Rules for Predicting the Future - “learn from the past" -  I’m basically avoiding FOMO, and catching up on years of scrolling I missed before I was born. The history in question is reading old Britney Spears' fan pages.

What’s the most recent piece of tech that you’ve bought?

I bought a refurbished iPhone 11, against my will. My old iPhone X’s screen was hanging on by literal threads, but I had gotten it for free from an old boyfriend four years ago, so it just never made sense to buy a new one. But the constant complaints from my friends and family made me make this purchase.

What product could you not live without?

I've found my go-to natural deodorant in The Salt of the Earth.

What’s the best short film you’ve seen over the last year?

OBA, directed by Femi Oladigbolu. This Afro-futuristic masterpiece revolves around the theme of ancestral calls. What stood out to me is that it is predominantly Yoruba dialogue. As I'm currently working on a short film in Yoruba, it feels like the “if you get it you get it”.

What short film do you think everyone should have seen?

The Archive: Queer Nigerians is a powerful and significant short film that sheds light on the experiences of queer individuals in Nigeria. It's an important piece of work that challenges societal norms and offers a platform for queer Nigeria stories.

What’s your preferred social media platform?

TikTok. I used to post a lot on there, discussing the sci-fi genre and documenting my film process. I think the reason why I liked that app so much is that people engaged with me. When would I be able to talk about my top 10 favourite fictional religions from science fiction books and films in real life? I think the app makes space for everyone’s niche.

What’s your favourite TV show?

My current favourite show is the animated series Pantheon. It explores the concept of consciousness as a scientist's mind is uploaded to a drive and used to generate profit for a tech company. The series delves into profound questions about consciousness itself, as well as the ethical implications of ownership and copyrighting of uploaded consciousness. Pantheon sheds light on the ethical dilemmas surrounding rapidly advancing technology and the lack of regulation in the tech industry. I believe that as technology continues to progress, series like Pantheon will play an increasingly important educational role in sparking conversations about the ethical implications of technological advancement.

What’s your favourite podcast?

My favourite podcast would have to be Why This Universe, a science and educational podcast. I love learning about theoretical physics; I’m a bit of a nerd. My favourite fun fact is about the Multiverse Theory. Due to some light particles hitting a light sensor, we have evidence that there are multiple universes. Crazy!

What show/exhibition has most inspired you recently?

Pariah, an exhibition by artist and creative director Ayomind Tejusos curated by MotorMOND which deeply resonated with me. The exhibition, centred on Black women finding their range amidst mountainous landscapes, captivated me.

If you could only listen to one music artist from now on, who would it be? 

Kokoroko; their music is a captivating fusion of Nigerian heritage and British innovation, reminiscent of Fela Kuti's timeless wisdom. I feel like it reflected my approach to  filmmaking. They craft sonic narratives that transcend time, blending ancestral rhythms with contemporary beats. As Fela Kuti once said, "Music is the weapon of the future".

If there was one thing you could change about the advertising industry, what would it be?

Bring back catchy jingles. When was the last time there was a campaign with a memorable mnemoic? I mean, on the level of Go Compare  - an unforgettable ear worm. When the ad came out, I was a kid and had absolutely no need for comparing insurance, it was just a funny little song to me. But now, as an adult, I would use Go Compare, I think proves how iconic that campaign and jingle is.

Who or what has most influenced your career?

Growing up as the only Black kid in a tiny Irish village was a trip, let me tell you. With nothing much going on, I had to get creative to keep myself entertained; books, movies, you name it. That boredom was a blessing in disguise. It taught me to appreciate imagination as my secret weapon for self-expression and discovery. Now, I'm always thirsty for new experiences and knowledge, using that hunger to fuel my filmmaking adventures. Imagination isn't just an escape; it's a skill honed through a lifetime of exploration, empowering me to navigate life and art with clarity and purpose.