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A Start in the Streets: Alexander Gusha’s journey with 11 Dogs

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Alexander Gusha’s journey into the world of creativity is one of resilience, passion, and a relentless drive to redefine African narratives. Born in Bulawayo, Zimbabwe, to Cornelia and Alexander Gusha, Alexander made his way to Harare 15 years ago, igniting the spark that would lead him to become one of the leading voices in the region’s creative industry. Today, as a creative director at 11 Dogs Inc., a cutting-edge communication agency, Alexander is on a mission to craft authentic African stories that resonate globally.

Like many entrepreneurs, Alexander’s journey wasn’t linear. It began in the streets of Harare, at the formerly Ximex Mall, where he first dipped his toes into the business world as a mobile phone dealer. But his true calling lay in the creative arts. Wanting to stay close to his passion, Alexander worked as a waiter at Gallery Cafe, immersing himself in the artistic community while learning from those who had already made their mark. He credits his success to the invaluable mentorship he received from influential innovators who helped him find his footing in a competitive industry.

“I remember I first, started off as a phone dealer at Ximex Mall later worked as a waiter at the Gallery Cafe because I wanted to be involved in the arts and creative sector. You know, I stand guided by some amazing people who have helped me out to be where I am. Your Kudamsa Musasiwa, Henry Oliver Hakulandaba, Ted Courage Lazaro, you know, a lot of people who were involved in that.”

The Leap to Creative Direction: From Artist Manager to Documentary Filmmaker

Alexander’s creative career took flight when he became the booking manager for Soul Africa and later stepped into the role of caretaker manager for Amara Brown, stepping in while the then manager Tsungi Zvobgo was on leave. His versatility became his trademark. From managing social media for renowned artists like Tehn Diamond and Junior Brown to working on groundbreaking projects for major brands like Chibuku, Heineken, and Fanta, Alexander’s portfolio quickly grew.

“I’ve worked with a lot of different artists. I’ve been involved with a lot of different artists from like Mafrique, Roki, like a lot of different artists. I’ve worked with a lot of different brands, Chibuku, Heineken, Fanta, from like just a creative, photographical point of view, concepts,” he says.

However, it was his transition into documentary filmmaking that truly set him apart. Working with brands like The Feed ZW and Nafuna TV, he produced notable shows like The Couch, which earned recognition for their compelling storytelling. This laid the foundation for his next major step—becoming one of the creative forces behind 11 Dogs Inc.

Founded by Henry Oliver Hakulandaba and the late Zororo Makamba, 11 Dogs Inc. was born out of a shared vision to tell authentic African stories from an African perspective. The name itself—11 Dogs—is inspired by an African proverb: “11 dogs can kill a lion if they work together.” The team at 11 Dogs believes deeply in the power of collaboration and has built a creative powerhouse that thrives on working with talented individuals from all walks of life.

At 11 Dogs, Alexander serves as a creative director and producer, collaborating with a dynamic team of 18 professionals who bring their unique skills to the table. From Wellington Samuriwo, the master behind color grading and editing, to Kupiwa Chingaira, the design genius, the agency is a melting pot of talent and expertise. What sets them apart is their commitment to nurturing young, up-and-coming creatives. With emerging talents like Arnold, Gareth, Zolile Mabena, Anotida Matema, Simbarashe Mahachi, Jane Mapfuise and Tanaka Gumbo, Alexander and his team ensure that they stay ahead of the curve, continuously developing the next generation of creative leaders.

“So yeah, at 11 Dogs, I’m just a pixel in a bigger picture. It’s a vision of us trying to tell a positive African narrative, starting with home, where we come from Zimbabwe. That’s what we really believe in. And we try to collaborate with different creatives, actors, and like creative from all walks of life. We collaborate with them at 11 dogs,” he said.

Reaching Global Heights: 11 Dogs Vision for the Future

In an industry that’s evolving rapidly, especially with new technology and accessible equipment, 11 Dogs Inc. stands at the forefront of innovation. Alexander sees the potential of young talent to reshape the future of storytelling, and the agency’s global outlook reflects this belief. With projects spanning across Africa—from Guinea to South Africa, and Eswatini—11 Dogs is breaking boundaries, positioning itself as a global brand.

“The way we at 11 Dogs try to keep ahead of the curve is we try to invest a lot in young talent and in young people, because young people have all the answers there, the future, they know what they are the pulse. So, we always try to develop new talent. We’ve got like new kids who are going to be the industry leaders in the future.

“So, we always try to encourage and let the new kids run stuff. We just guide them. That’s how we keep ahead of the curve,” he says.

Despite their successes, the team faces challenges, particularly in educating corporate clients on the value of high-quality creative communication. For Alexander, convincing clients to see the impact of storytelling and creative direction is an ongoing battle.

“You will be shocked, how people value their communication. So, the biggest challenge is actually getting the people with the money to actually see value in what you do,” he said.

But despite these obstacles, 11 Dogs Inc. continues to thrive, working with high-profile clients like Inscor, Mamkhize in South Africa, and the Gauteng Province.

Making an Impact with Authentic African Narratives

One of the standout achievements for 11 Dogs Inc. came when they produced a compelling documentary about the Zimbabwean border, a piece so impactful that it led to direct discussions between the presidents of Zimbabwe and South Africa. This documentary exemplified the agency’s commitment to telling powerful, authentic African stories.

“We did this short documentary about the Zimbabwean border and, you know, we told that story so well that you had the president of Zimbabwe and SA actually linking up at the border because of the story that we had told,”

Moreover, the agency has garnered international recognition, working with global companies like Bard Santner and contributing to South Africa’s recent elections by producing work for the ANC. 11 Dogs has also made waves in advertising with brands like Monty’s Baked Beans, where they revolutionized traditional advertising formats by creating cinematic, film-like adverts.

“One thing about us, we really love our country and we are patriotic about our country without any political affiliation or anything. So, we are trying to tell a good Zimbabwean story. So, that’s one of the things, that’s one of the pillars that grounds us as 11.

At the heart of 11 Dogs is their podcast series, The Bold Exchange, which has seen remarkable success, gaining a loyal audience through engaging interviews with prominent figures. The show is just one example of how 11 Dogs continues to innovate and expand beyond traditional media formats, engaging audiences on a global scale.

The Road Ahead: Embracing Innovation and Staying True to Values

Looking to the future, Alexander is particularly excited about the impact of artificial intelligence on the creative industry. While some fear that AI might replace jobs, Alexander sees it as an opportunity to enhance creativity, believing that AI will never replace the human ingenuity behind storytelling. For 11 Dogs Inc., AI represents a new frontier that will allow them to push the boundaries of what’s possible in visual storytelling.

“One of the major innovations that we’re really excited about, we’re excited about artificial intelligence. It’s a game changer. It’s a game changer in a lot of ways. So, embrace it. It’s a good friend. We’re really excited about AI. We really, really are excited about open AI currently. That’s one of the things that we’re really, really excited about in our industry. That’s like, that’s a game changer, trust me.

Alexander’s advice to aspiring entrepreneurs is simple, focus on the details, uphold integrity, and let your work speak for itself. For him, success is not just about making a profit but about doing the work with passion, patience and staying true to your values.

“The advice that I’ll give to like a young business that wants to venture into business, to be very honest with you, is in the detail, the small things, the detail. So, I would say that thrive on integrity. We have never paid a kickback to anyone ever since we started. We make sure that the work does the talking. So, make sure that you perfect your work and make sure that integrity guides you.

At 11 Dogs Inc., Alexander Gusha and his team are crafting stories that not only entertain but inspire. Their mission is clear—to tell authentic African narratives with pride, creativity, and collaboration, aiming for global reach. As they continue to break barriers, their work stands as a testament to the power of creativity in shaping the future of Africa’s media landscape.

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