Marketing through the lens of a creative

Andreas Elifas, the founder of videography and marketing company Jumper Namibia, is a creative who spends most of his time learning about business and looking for ways to advance his creative skills.

14 August 2020 | People

ESTER KAMATI

As part of the DOLOLO group of entrepreneurs and a 2019 alumnus of the Africa Pathfinders Leadership initiative, Andreas Elifas’s objective is to attain an engaging position in the creative industry which is optimal for personal growth and discovery. He believes that a team-oriented environment with likeminded individuals is a breeding ground for growth.

Elifas is an experienced creative who has demonstrated a history of working in the advertising and film industries, practising his critical thinking and creative problem-solving skills. Andreas put his love for creativity and the experience that he has accumulated into practice, establishing what he describes as a “first-person-perspective video marketing platform”.

Jumper Namibia creates cinematic informational / instructional content for business owners and professionals to preview, launch or showcase their products or services. Jumper Namibia provides clients the opportunity to watch videos with virtual-reality headsets, “allowing them to truly gain the perspective of another person”.

As the chief executive officer of Jumper Namibia, Elifas spends most of his time developing the business and working closely with the head of operations to execute projects. In 2017, Elifas attended a filming and editing workshop, where he recalls learning about visual communication with the camera, after which he created his first short film.

This was the first of many more videography projects for Elifas, which is when his passion for the camera was born.

“I enjoyed it as the concept was new to me so I was learning new things.” Elifas also learned about teamwork at the workshop, during the process of putting their heads and ideas together to create something great.

“I’m bad at articulating my words, so cinematography allows me to communicate in ways I cannot do verbally,” he says.

The process of realising one’s dreams, according to Elifas, begins with the development of an entrepreneurial mindset. “I noticed that creatives don’t have that, and as much as you want to be creative, you still have to sustain yourself and learn how to make money from what you do,” he says.

The Creative Entrepreneurs Programme, hosted by the Goethe Institute, is one of very few platforms that focus on teaching creatives about business and Elifas counts himself lucky to be part of the initiative.

“It’s wise to constantly work on your craft and move with the pace,” he believes. He adds that learning new skills is also essential as the world is going digital. Augmented reality, artificial intelligence and other digital arts such as filmmaking or graphic art are some interesting fields to learn about. “Also share your work. How else will you be noticed if you don’t share your work?”

The success of one’s business also depends on the team that you work with and Elifas prides himself in having a powerful team which he can brainstorm ideas with and successfully execute projects.

“It’s great to be surrounded by the right people who can help you grow personally and professionally.”

One of the goals that he has for Jumper Namibia is to be able to employ more people. But Elifas is cautious about who he allows into his space. “Energy is very transmissible; people are either there to grow you or drain your energy,” he believes.

Elifas is inspired by music and paintings and uses meditation to conceptualise his ideas. “Sometimes I would walk around the city and be inspired by the things I observe; the good and bad things within our society that need awareness. That is the only time I want to create.”

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