We produced GQ South Africa's Music & Creativity Issue cover featuring Asa

GQ MAGAZINE x ASA

OVERVIEW

GQ South Africa is the local edition of the global men's lifestyle and culture magazine, covering fashion, entertainment, sports, and culture with a uniquely South African perspective. Known for celebrating influential voices and iconic moments, GQ produces editorial content that honors legacy while staying relevant to contemporary audiences. Their covers and features are considered milestones in an artist's career.

CLIENT

GQ South Africa, Asa

YEAR

2024

WHAT WE DID

Editorial Photography, Creative Direction

RESULTS

GQ South Africa cover feature | BTS content | Global audience reach

ASA HAS BEEN MAKING MUSIC THAT MOVES PEOPLE FOR OVER 20 YEARS. CAPTURING THAT IN A SINGLE PHOTOSHOOT IS HARDER THAN IT SOUNDS.

THE CHALLENGE

When Platoon approached us for Black History Month, they had a clear vision: celebrate Asa, one of Africa's most soulful artists, in partnership with GQ South Africa. The challenge was producing a cover shoot that felt worthy of her two decades of artistry while staying authentic to who she actually is.

This wasn't a standard editorial project. You're aligning three global brands: Platoon, GQ, and Asa herself. Each one has its own aesthetic, its own expectations, its own legacy to protect. And you're doing it on a timeline that doesn't leave room for second chances.

The truth is, she didn't need to be made iconic; she already is. Our job was to capture her presence in a way that felt close, current, and unmistakably her.

WE STARTED BY BUILDING THE RIGHT TEAM

THE SOLUTION

Editorial shoots live or die on the details. The photographer needs to understand light and emotion in equal measure. The stylist needs to know how to make someone look elevated without looking like they're trying. Hair and makeup need to enhance, not transform.

We recruited each person with Asa's essence in mind. This needed to feel organic, intimate, and timeless. Not overly produced. Not trying too hard. Just Asa, in her truest form, captured beautifully.

From concept to execution, we handled every detail. Location scouting, wardrobe direction, shot list development, and managing the production timeline. On shoot day, our job was to create an environment where Asa could relax and be present. The best portraits happen when the subject forgets they're being photographed.

The result: stunning cover photos that felt both editorial and personal.

GQ South Africa got a cover that celebrated Asa's artistry without packaging it for Western audiences. We also produced behind-the-scenes content, including a BTS reel and a quick-fire Q&A with Asa, that gave fans access to the moment.

The content travelled across platforms and reached audiences worldwide. When you treat an artist's legacy with the care it deserves, people notice.

See how we brought it together.

You’re bringing three brands into one story. With the right team, clear direction, and a talent-first approach, it lands beautifully for everyone involved.