Giovanna Barbosa, South African-born creative director and model behind the new “Miss Unforgettable” campaign, is stepping forward to share her insights on building a successful and impactful creative career. Drawing from her unique journey from professional football and law to international acclaim, Giovanna offers practical advice for aspiring and established creatives in South Africa’s dynamic industry.
Giovanna explains that every project begins with emotion. “My first step is always emotional. I don’t begin with a visual reference or a Pinterest board. I begin with how I want people to feel,” she states. This emotional foundation guides her in building the visual language of her cinematic work.
Key insights from Giovanna Barbosa for creatives:
Define your emotional vision:
Beyond aesthetics, focus on the feeling you want to evoke. “What’s unspoken that I can bring to life visually? Once I find that emotional hook, I build the visual language around it.”
Narrative is everything:
Treat every project like a short film. “I always ask: ‘Who is the character? What are they feeling? What’s the shift between frame one and the final shot?” This approach makes the story visceral.
Collaborate with energy:
Choose your team based on passion, not just experience. “I look for people who are emotionally connected to the vision and who bring their magic.” Trust and freedom lead to the best results.
Embrace resourcefulness:
Don’t be afraid to challenge industry norms. For her latest project Barbosa opted for recent film school graduates over established production houses, proving that “bold, unfiltered, and unforgettable” results can come from trusting instinct and fostering new talent.
Conquer creative blocks with movement:
When stuck, step out of your head. “I dance. I play guitar. I go for a walk without my phone. That’s how I reset.” Reconnect with intuition, the “quiet, wordless part of ourselves that knows.”
Understand the business of creativity:
Her law background taught Barbosa the importance of structure. “Creatives need to understand that a vision without structure falls apart. Knowing how to negotiate timelines, build project budgets, or draft fair agreements isn’t ‘uncreative.’ It’s power.”
Craft your authentic personal brand:
Your brand is your energy before you are met. “Be intentional with every detail: your visuals, your captions, your tone. What you don’t say matters as much as what you do.”
Strategic Digital Presence:
Use platforms like Instagram for polished visuals and storytelling, and TikTok for personality and behind-the-scenes glimpses. “Each platform should serve a specific part of your brand story.”
Cultivate persistence & resilience:
“I’ve been told no more times than I can count… But I kept going because I never stopped believing in the why.” Even in quiet seasons, “you have to keep showing up.”
Leverage local identity for global appeal:
“Being South African gives me a creative edge we see beauty in struggle, in rhythm, in silence. We tell stories with heart. That’s not something you can copy.” Barbosa advises local creatives: “Don’t dilute who you are. Your roots are your power.”
Future proof with soul and smart tools:
While technology advances, emotional instinct remains vital. “Learn how to use AI and digital tools, but don’t lose your emotional instinct. People connect to feeling, not just output.” Fuse raw feeling with smart tools and fearless execution.
Giovanna’s insights underscore her commitment to not just creating art but also empowering the next generation of creatives, particularly in South Africa. She aims to build a legacy of truth and self-trust, fostering a creative environment that celebrates voice, vulnerability, and individuality.