Joshua Mwesigwa who is better known for his creative title, Josh the Fixer, stirred the internet yesterday with a new set of game-changing creative copy to commemorate World AIDS day.
The multi-hyphenate describes himself as a 40-year-old male, video artist, Ugandan, TV Channel branding specialist, who is currently searching, for the Lord, while actively practicing the art of brand storytelling and content marketing at his company Vidiyo in Business.
In an exclusive conversation with the creative, he reveals that the story behind his viral digital content is actually simple; as World AIDS day to him remains the same bringing the same pain to people yet the brands people consume have not evolved to tap into the consumers’ real lives.
“It’s actually simple. The same day, with lots of pain in people’s memories, but the brands that the people consume have note evolved in tapping into real lives. They still sound too elitist, too clever for fear of God-knows-what,” he reveals.
When asked about what message he was trying to send to the brands he featured in his campaign, he intimates that he was encouraging the brands to speak the language the people understand.
In the design polymath’s perspective, “People care less about Brand identities that don’t connect!”
The Fixer further emphasizes that if a business owner makes it too much about business, they will not have a business.
However, as the entire country buzzes about his work, the Fixer is not moved as his eyes focus on work.
“I am not carried away by just one day of copywriting, though I appreciate the outcome. My work continues at vidiyoinbusiness.com”
Josh has previously worked Lowe Sanad, Fenon Records, Urban TV, VUQA TV, RAISING THE BAR, and Next Media.