Composed and in Control - Through the Eyes of a Creative Director, S.M Bello

S.M Bello is a Nigerian commercial photographer and creative director known for transforming vision into visual clarity. With a refined eye for composition and mood, he brings concepts to life through intentional imagery and powerful storytelling. Whether he’s behind the lens or leading a creative team, Bello’s work blends strategy with soul delivering visuals that not only sell, but they also stay. His approach is thoughtful, his style is sharp, and his direction is always purposeful.

How did Your Journey into Photography and Creative Direction Begin?

My journey into photography and creative direction began with pure curiosity. As an avid reader and daydreamer, I was fascinated by the characters and ideas in the novels I read. Photography allowed me to bring these ideas into visual narratives, and I found my passion in bringing them to life through my lens.

Was there a Defining Moment that made You Realize this was More than just a Passion?

Yeah, when I was interning during the Covid Season, I went out for a late shoot with my boss then, we were heading home late that night when we had a fatal accident, surviving that, I remember clearly my mom telling me "This Photography must definitely change your life, because this is your first accident ever, surviving this, there's definitely a purpose for you". For me that moment changed everything.

How Does your Background or Personal Story Influence the Work You Create Today?

Being someone that reads a lot, I read a lot of foreign novels growing up as a kid, African novels were not that accessible to me then (I mostly bought secondhand novels then), and the cover art always got me hooked, I remember clearly surfing the internet then for those images and always wishing to one day be privileged to create such.

How would You Describe Your Visual Language or Signature as a Photographer?

My photography style is all about telling stories subtly through images. I like to capture moments that feel like film excerpts. I experiment with lighting, composition, and texture to create unique and captivating photos that draws the viewer in.

Do you have a Set Process when Directing a Shoot, or does each Project Shape its Own Rhythm?

While each project has its unique requirements, I follow a general framework that allows for flexibility and creativity. Before the shoot, I immerse myself in the story, concept, or theme, and develop a visual plan. On set, I prioritize collaboration with the team, ensuring everyone is aligned with the vision. As we work, Each project informs its own rhythm, and I adapt my direction to bring out the best in the team and the story.

How do You Ensure Cohesion between Concept, Styling, Photography, and Overall Mood in a Project?

I ensure that as stated earlier that by immersing myself in the concept and thoroughly planning each element. I collaborate closely with models and other team members to align our visions. Through mood boards, defined initial shot lists, and test shoots, I then refine the visual language to guarantee a definite result that brings the concept to life.

What’s been One of Your Most Challenging or Rewarding Client Projects so Far?

Hmmm, most challenging project would be one when the moodboard we all worked and planned towards was changed on the shoot day by the clients kids.

What’s Your Take on the Commercial Photography Scene in Nigeria Today?

I think while commercial photography appears prominent in Nigeria, I believe it's still an untapped scene with vast potential. There's room for innovation and growth, particularly in storytelling with opportunities for creative expression and inclusion of new & upcoming creatives into the scene through collaboration and all.

Do you Feel there’s enough Creative Freedom and Innovation within the Commercial Space Locally?

I would have to say no, it feels more like a closed-up space.

How would You like to See the Nigerian Visual Industry Evolve in the Next Few Years?

I envision a thriving creative industry in Nigeria, driven by increased collaboration and open mindedness among creatives, coupled with strategic government support and intervention to foster growth, innovation, and opportunities.

What’s one Shoot or Project that Changed how You See your Craft?

My first project for the year 2024, it marked a new era in my creative journey, funny how I named it "Space Odyssey".

What Legacy do You Want Your Work to Leave , Both as a Photographer and Creative Director?

While each and every personal project of mine, looks different they all have a linking storyline to them, so I aspire for my work to inspire future creatives, and spark meaningful conversations that endure.