Gary Emekwa is a director born and raised in Hamburg, Germany, with Nigerian and German roots. From an early age, he was drawn to video and film, quickly finding ways to express himself through the visual medium. His work often explores defining themes from his upbringing, focusing on Black representation and depiction in everyday life from a non-Eurocentric perspective. His unique vision and understanding of narrative and aesthetics soon led him to direct projects independently.

He has collaborated with brands such as Nike, Puma, Loewe, Woolrich, MCM, and with individuals like Dapper Dan and RZA. Gary Emekwa's work is frequently described as sensitive and nostalgic, yet dynamic and captivating. As the in-house video director at Highsnobiety for almost four years, he gained extensive experience in all aspects of video production, equipping him with the knowledge and expertise to bring any idea or visual world to life.