Talented and fast-rising creative/music video director, Oladimeji Rasa, popularly known as Director Pennyworth, is a native of Osun State, but born and raised in Lagos. He has been in the creative industry for over seven years, and he has been making waves and working with several A-list artists both at home and abroad. In this interview with Quadri Akanbi, Pennyworth reveals how Mattmax made the way for him in the music industry.

What is the motive behind your name, Pennyworth?

I just wanted a name that sounded different, with a global audience in mind. A name everyone can easily understand its meaning, if that makes sense. Pennyworth means you get the value for money spent.

You are famous in the industry, and you’ve worked with different celebrities, tell us how you found your way in the industry, and when did you start directing as a career?

Been working underground since my film school days. I met Director Mattmax before I graduated as a film student. He came for a film festival at my school I think. I told him about my passion, and I think he saw how serious I was, so, gave me a shot. I get to work on lots of A-list artist projects (Olamide, Burna Boy, Timaya, Patoranking, Phyno, Ice Prince), to mention a few. I was under his care as an assistant director during preproduction and production stages; and an editor during post-production stage. I made my directing debut in 2016 with a video I shot for Elvino. At the time, it was a low budget, but the project came out great, so, I figured this is it for me…

What is your source of inspiration?
For me, I get inspiration from everything around me, everything I could see, feel and touch. I pay extra attention to details, and look at things from another perspective.

How did you feel working at Akon’s music set when he came to Nigeria?

Oh, about that, well for me it’s the same feeling I get on set working with every other artist. The only difference is that you have to put in extra work because the project will put you and your team out there more to a global audience. So, you have to give it all the takes.
How do you describe your directing style?

I use the amateur approach, because as a person, I like paying attention to details. I let that reflect in each of my works. I try as much as possible to play with elements that the audience can relate to while watching my projects.
Have you been nominated for any awards?

I haven’t been nominated for any award yet, but I believe in the nearest future my works will speak for themselves.

You are a creative person; how has creativity impacted your life?

First, I’d like to be grateful for where I am today. The creative profession has taken me far and wide, been to different countries, learned about new cultures, and met lots of other creative people like myself.

Would you describe yourself as a risk-taker? Describe some of the risks you have taken as a director, and the results.

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Yes, I would say I am a risk=-taker, especially when it comes to handling projects that is under-budget, or low budget. You’d still have to make sure it all comes out great and meet up to the standard, because you’re as good as your last project.

What has been your biggest challenge, and how did you overcome it?

My biggest challenge is not being able to express myself enough creatively due to the kind of projects I worked on. I mean, what can you do when a project is underfunded? But I try as much as possible to work with what I have, and the projects always come out great.

Since you’ve been in the industry, how much music have you directed or shot so far?

Hmm, not sure I can keep counts; probably 30 videos or more

Of the lot, which are your favourite, and why?

They’re all my favourites. As I mentioned earlier, you’re as good as your last project in the profession, so I try to give every project that comes my way the best I could.

Who is your mentor in the industry?
Mentor? Well, I don’t have just one mentor. There is a whole lot of creativity I learn from, but if I have to call a name, I’d say Director Mattmax, because he was the one that put me on the right path.

What do you like doing in your free time?

Video games, ha ha. All work and no play makes Jack a dull boy. To sound serious, I read during my free time, and I love going on road trips.

Where do you see yourself five or 10 years from now?

I see myself at the top, a better place in the next few years to come, improving on my craft, and making sure I don’t relent.

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Are you in support of DNA tests in the family?

Yes, sure. I don’t see anything wrong with it.

What does the word hunger mean to you?

Hunger means keep pursuing your goals and dreams, don’t relent even when you get those things you once dream about. Keep the fire burning.

Can you tell us about the most interesting or exciting projects that you are currently working on? How do you think that will benefit people?

Yes, about that. I recently shot a project for Adewale the Fastest (ATF) ft So sick of his debut E.P Titled Genesis Of ATF. The theme of the video focuses on self-belief, not giving up on whatever you’re doing, because it’ll definitely make sense in the long run. I believe the storyline win inspires the audience.