How Justice Mukheli Crafts Emotionally Resonant Multimedia Art
Creativity can often get boxed into categories – but this is not the case for Justice Mukheli. Exploring every available form of self-expression and experimentation, he defies conventions with his unique blend of artistry, emotional depth, and cultural heritage. Repped by DOMO in the US, Justice is known for his evocative filmmaking and heartfelt approach to storytelling, drawing profound inspiration from the melodies that accompany his daily life and the cultural narratives that shaped him.
These guiding forces shape his creative vision, motivating him to explore uncharted territories in both the commercial and artistic sphere. Talking to LBB’s April Summers he discusses his key influences and most notable work, as well as the passion projects which see him chronicling his life through stylish visuals and soundscapes. Offering a glimpse into his world, LBB explores how this multi-talented artist channels his diverse passions into creating powerful, emotion-driven narratives that resonate on a global stage. From his South African roots to his recent projects with TikTok and McDonald's, Justice Mukheli’s work reflects a commitment to authenticity and inclusivity.
LBB> As a man of many talents and a diverse range of interests, I’m curious, where do you go for daily inspiration?
Justice> My biggest source of inspiration is music, it always takes centre stage for me. Music is about emotions rather than ideas. The musicians I know will get an idea for a song and follow that feeling. As an artist myself, whenever I listen to music, I find myself asking the question “how is this making me feel?” Because that is the most important thing. In my work as a film director, that’s also what I look to create. I ask myself, “How will this project make the viewer feel?” Often we have to focus on selling a product, but if there is no feeling then people have nothing to take away after watching and that’s when I feel like we haven't done our job. Music inspires me to create work that evokes feelings and emotions.
LBB> Your passion for music is evident in the daily IG reels that you post which capture stylish, super-aesthetic moments of your day - each one conveying a sense of bliss. What inspired this series? And what about the process do you enjoy?
Justice> These videos highlight how music is such an important element in my life. They are a way to archive moments in my life through music, through what I'm wearing on the day, through what I'm working on. And I enjoy sharing a part of my life, my daily routines and processes.
The idea came about because, growing up, I was so against being photographed or filmed or whatever, I didn't want any of that. Looking back, there are not many photographs or videos of myself as a young person, and now I realise it’s important to document your life for those that come later. I have my daughter in mind when I create these daily videos, because I’d love for her to witness, through these snapshots, what I wore, what music I was listening to, what painting I was working on, or what treatment I was writing.
LBB> In what ways does your South African upbringing and heritage inform your storytelling style?
Justice> Storytelling for me was, and continues to be, a big part of my life. In every form: poems, paintings, visual arts, films. Culturally, and as a people, storytelling has always been at the forefront of our lives due to the context of the country and the difficulties it has been through. I grew up being told stories of struggling heroes, and the state of our country, and these stories inspired a determined mindset. They empower us to stand up against challenges. Storytelling inspires me to continue building and crafting my voice as an artist.
LBB> How would you describe your signature style when it comes to filmmaking?
Justice> That's such a difficult question… but I think I really love telling stories about what makes people human, and captures the essence of humanity.
LBB> You recently worked with TikTok on a very moving campaign film. What did you set out to achieve with this project? And how did Romance Films, TikTok and Dentsu help facilitate your process?
Justice> Romance Films and Dentsu have a beautiful, long-standing relationship and the beautiful thing that happened during this process was they were able to give me support and create a safe space for me to bring all my ideas to the table. I worked with a wonderful team of researchers and assistant directors to help put together all my ideas which was an inspiring process involving both the production and the agency – it didn't feel like they were separate at all. It felt like we were one team working towards a common goal. It never felt like I had to pitch to them or convince them of an idea, everyone was in it together.
LBB> In what ways does this film capture the essence of humanity? And what are you most proud of about the finished product?
Justice> I was able to express myself authentically through this film, digging deep into my own lived experiences to inform the tone and feel. I'm very happy with the outcome – I think it's my most well received work as a filmmaker. I've gotten so many positive messages since it's been released, people just reaching out to say, “this feels like my story with my father but I was playing a flute” or “it feels like my story with my father, but I was doing gymnastics”. It’s definitely been my most well-received work so far that has touched people most deeply.
LBB> Can you tell us a bit about your recent work with McDonalds? What was your initial approach at the start of the creative process? And how did you put your own spin on the concept?
Justice> Coming from an underrepresented country, the themes of this story resonated with me as if they were my own experiences. I set out to infuse the film with a deeply personal narrative that intertwines historical context with contemporary relevance so it’s not just about fashion; it's about voice, identity, and the power of visibility. This project presented an opportunity to reflect those narratives on a global stage, which aligns perfectly with my intention to contribute meaningfully to the global community. My work has always aimed at making significant impacts, and this film was a perfect avenue to continue that mission, merging creative storytelling with real-world relevance.
By highlighting the significance of denim and its cultural roots, I aimed to create a visual and emotional experience that resonates on multiple levels. I also prioritised authentic storytelling, ensuring that the voices and stories of the emerging Black designers were at the forefront, giving them the spotlight they deserve.
This project opens a new avenue by merging my passion for fashion with my dedication to social advocacy. It allows me to explore fashion not just as an art form but as a powerful tool for cultural expression and social change. The focus on empowering underrepresented voices aligns with my broader goals of inclusivity and diversity in my work, encouraging me to delve deeper into projects that have both creative and meaningful societal impacts.
LBB> I understand you are also a painter, what is it about that process that you find creatively fulfilling, and how does this differ to your filmmaking process?
Justice> The biggest difference between filmmaking and painting is solitude: painting is lonely filmmaking. With film you have community, you have collaborators, but when I’m painting, I don't have collaborators. I use it as a tool to process some of the things I've gone or am going through. Sometimes, if I am working on a film project and encounter difficulties in the story, or maybe some things are not resolved, I will use painting to work through these ideas. Of course, some people collaborate on paintings with other people, but I'm not there yet.
