Lights, Camera and Conversation with Chief Executive Officer of AFDA, Diaan Lawrenson

As both an accomplished filmmaker and the Chief Executive Officer of AFDA, Diaan Lawrenson’s career sits at the intersection of creative practice, institutional leadership, and mentorship. With decades of experience across film, television, and education, her journey offers valuable insight into how storytelling, collaboration, and resilience shape not only successful careers, but future generations of creatives.  

In this conversation, she reflects on the pivotal moments that have defined her path, the lessons she carries into her leadership role, and her vision for nurturing industry-ready filmmakers in a rapidly evolving creative economy. 

Q. Which projects or pivotal moments in your film career have most shaped your perspective as a filmmaker, and how have these experiences influenced your approach to leadership and mentorship as Dean of AFDA? 

I say this often because it is true: every project—regardless of scale, success, or failure—has shaped me. Whether through the story, the collaborators, or both, each opportunity has taught me invaluable lessons about myself and the industry, and about the kind of creative contributor and human being I strive to be. I carry these lessons, both good and hard-earned, into my leadership roles, grounded in humility (because life has a way of ensuring that), curiosity, and an enduring excitement to learn. 

Q. What lessons from your personal tv and film journey do you feel are most valuable for students entering the industry today? 

Embrace who you are. Remain steadfast in your authenticity and uniqueness. There are thousands of exceptionally talented people, but none of them can offer what you bring. Arrive early. Come prepared. Listen. Collaborate generously. And above all, be a problem solver. 

Q. What gives you the greatest sense of pride about being a woman in your current position within the film and academic space? 

I have been fortunate to receive remarkable opportunities and to work alongside the very best—many of whom have become mentors and lifelong friends. It is deeply exciting to be part of the next generation: to create spaces for learning, sharing, and shaping the future of the creative economy. At AFDA, our aim is to graduate entrepreneurs, leaders, innovators, and the creatives of tomorrow. I take my role in this mission very seriously and am committed to contributing to it in a meaningful way. 

Q. AFDA is known for its practical, hands-on approach, how does this reflect the realities of working in film and television?  

One of AFDA’s founding pillars is its connection to the creative economy. The way our students learn, collaborate, and are assessed mirrors the industry environments they will one day enter and help shape. Our focus remains on graduating industry-ready, future-focused students who contribute meaningfully to nation-building. We work hand in hand with industry and our alumni to stay at the forefront of what our graduates need in order to succeed. 

Q. What kinds of opportunities does AFDA create for students to gain real-world experience while they are still studying? 

Let me begin here: our entire learning faculty consists of industry professionals who are actively encouraged to maintain close ties with the creative sector through ongoing professional practice. This ensures that our teaching remains relevant, current, and grounded in reality. In addition, we engage a wide range of industry professionals through masterclasses, teaching, project supervision, and examination panels. Depending on the programme and year level, we offer internships and actively bridge students into industry. We remain open to building new partnerships to ensure our graduates thrive beyond their studies. 

Q. What challenges did you face early in your career, and how does AFDA help students navigate similar obstacles now? 

Understanding the ebb and flow of the industry is essential. Today you may be on every cover, riding the wave; tomorrow, your name may no longer be remembered. It isn’t personal—it’s the nature of the industry. What matters is working hard, building resilience, understanding the value of soft skills, and continuously improving yourself. To survive in today’s creative economy, you need both broad, generalised knowledge and highly specialised expertise. Do both. At AFDA, we provide students with the opportunity to develop this balance. 

Q. In your view, what skills, creative and practical are essential for building a sustainable career in the film industry?

Every discipline within the creative economy is built on foundational skills. You need a broad understanding of intersecting disciplines, alongside specialised expertise in your chosen field. More importantly, you must know how to collaborate, solve problems, set goals, lead, and function within challenging teams and conditions. Throughout it all, maintain a positive, solution-driven mind-set. Be reliable. Be trustworthy. 

Q. Why is collaboration such a critical part of filmmaking, and how is this embedded in AFDA’s teaching model 

Collaboration is vital. Nothing in the creative economy—not even a business start-up—is created in isolation. We build by working together, and this is a major focus at AFDA. The stronger your collaborative skills, the more successful you will be—guaranteed. We have also embraced collaborative leadership and thought leadership, both of which are essential in shaping the future. 

Q. How have you seen the South African film industry evolve over the years, and how is AFDA adapting to these changes? 

At AFDA, we place strong emphasis on continuous curriculum review and adaptation to ensure alignment with industry demands. Our goal is simple: to prepare students for real-world success. The industry has undergone significant shifts—from the move to HD, to the rise of streaming, to the popularity of short-form content platforms like YouTube. Change will continue, and we are committed to readying our students to meet it head-on. 

Q. What role do African and local stories play in the work produced by AFDA students and graduates? 

Globally, there is growing interest in African stories and content, reflected powerfully in African-produced music and on global streaming platforms. It is our responsibility to tell our own stories—unapologetically and authentically. To do this sustainably, we need the support of both government and the private sector, particularly in education, to help guide the next generation toward a thriving creative economy. 

Q. Do you have a golden rule or tip for anyone entering this industry, something you perhaps always have in mind? 

Work hard. Be kind. Never complain when you have work. Celebrate your peers. When someone else wins, celebrate that victory as if it were your own. 

Q. How can the public support AFDA and Student films? 

There are many ways to support our students: watch their projects—on our website and at our festivals; offer bursaries; engage through internships and mentorships. It truly takes a village, and AFDA stands ready to welcome partners and allies who are invested in the creative economy and the next generation.