Kia - Challenge The Expected

Created in the revolution by Director X and Taj Critchlow, Fela is a culture-defining brand that celebrates inclusion and diversity. A Toronto and Los Angeles-based production company that specializes in making cutting-edge content in the realm of music videos, commercials, documentaries and films.

Using the mantra “Own Your Culture, Tell Your Stories,” Fela’s core strength is having the innate ability to tell cultural stories authentically while being a voice for the unheard and underrepresented. Fela’s team of directors has created ground-breaking music videos for Drake, Rihanna, Kendrick Lamar, Rosalia, Jay Z, SZA, Coldplay, Black Eyed Peas, Eminem and many more. Brands Fela has produced commercials and branded content for include: Nike, Samsung, Disney, Spotify, Pyer Moss, Converse, Virginia Black, Bud Light, Four Seasons and Puma.

Fela recently began its evolution into long-form content, producing the feature-length documentary Underplayed. The film explores gender inequality through the lens of the electronic music scene and the women championing change over the summer festival season.