Meet George Qua-Enoo the Visionary Behind The Mommy Club’s Stunning Campaign Imagery
A Master of Visual Storytelling Joins the Showmax Family
Renowned photographer and creative director George Qua-Enoo lends his signature storytelling lens to The Mommy Club van die Hoofstad, Showmax’s highly anticipated reality TV series. Known for blending high-fashion aesthetics with raw emotion, George Q was tasked with conceptualising and directing the campaign visuals—setting a bold and striking tone for the show’s launch.
Bold Visuals Reflecting Ambition, Opulence, and Motherhood
George Q collaborated closely with the Showmax team to shape visuals that mirror the series’ core themes of ambition, luxury, and modern motherhood. His vision resulted in a campaign that does more than introduce the show—it makes a visual statement on South Africa’s high-end parenting culture.
Behind the Scenes: From Concept to Camera
In an exclusive behind-the-scenes look, George Q unpacks his creative journey:
“The brief from Showmax was to create striking key visual images for their new show. A key requirement was incorporating jacaranda flowers to reflect Pretoria’s identity. But since we were past jacaranda season, we had to improvise.”
Using a mix of AI-generated imagery and stock photography, George recreated the lush purple ambiance of Pretoria’s famous jacaranda blooms. He produced three sets of visuals—Teaser, Launch, and Maintenance—each tailored to a specific stage of the campaign rollout.
Vintage Glamour Meets Modern Motherhood
One of the most memorable elements of the shoot? A vintage convertible, lending the visuals a touch of timeless sophistication.
“I had worked with this vintage car before, so I contacted the owner, and thankfully it was available. It added the perfect touch of elegance,” George explains.
Shooting outdoors to harness natural light, the team also used negative fill lighting to eliminate unwanted windscreen reflections—proof of George Q’s meticulous attention to detail.
Collaboration at its Finest
George praises the team that brought his vision to life:
“From art direction and wardrobe to hair, make-up, and even catering—everyone brought their A-game. The energy on set was electric. It was a truly collaborative experience.”
Each department played a critical role in ensuring the final campaign visuals were polished, emotive, and unmistakably on-brand for Showmax.
Cementing a Legacy in Visual Storytelling
With an impressive portfolio spanning editorial and commercial work, George Qua-Enoo’s latest venture with Showmax further cements his place as a leading creative force in South Africa’s entertainment industry.
As The Mommy Club van die Hoofstad premieres, the campaign visuals stand as a testament to George Q’s ability to elevate brand storytelling through powerful imagery.
Follow George Q
Instagram: @georgeg / @georgeqstudios
Twitter: @GeorgeQJr
Facebook: George Qua-Enoo Photography
Website: georgequaenoo.com / georgeqstudios.com