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Inside the Creative Path of Toronto Director the.97
Dragan Andic, the Toronto-born director, photographer and multi-disciplinary creative who works under the name the.97, has become one of the city’s most in-demand music video directors. Still in his early twenties, he’s already directed for Coi Leray, Chris Brown, Fridayy, NAV and Roy Woods.
His style — cinematic, moody and tied to culture — has made him a sought-after name beyond Canada, while his commitment to building opportunities for others is cementing his role as a leader in his hometown.
“It feels incredibly rewarding to be recognized for creating some iconic visuals at such a young age,” he says. “What means the most to me is when artists I grew up listening to put their trust in my vision.”
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That trust has carried him to some major collaborations, like Coi Leray flying to Toronto just to film in the city for “Can’t Come Back” and Chris Brown tapping him to bring new visual worlds to life. With Philadelphia R&B singer Fridayy, the collaboration has grown into something bigger than work. Videos in their collaboration have amassed millions of views, including “When It Comes To You,” which has more than 113 million on YouTube.
“With him, I’ve been able to really push the bar higher each time. We share a creative language, so every project becomes a new chance to evolve. Those videos aren’t just music visuals — they’re snapshots of my development as a filmmaker, and they capture my vision in its purest form.”
His first short film, Dark Nights, created with Roy Woods, premiered at the TIFF Lightbox as part of NXNE in partnership with Billboard Canada — a major leap beyond the music video format.
“This was my first short film, so it was definitely a challenge, but also one of the most rewarding experiences of my career,” he recalls. “It was a 20-minute narrative piece inspired by Roy’s actual love life and the emotions he’s carried throughout his music career. To be able to take someone’s personal story and translate it through my lens was powerful. And then to see it premiere at TIFF Lightbox — an iconic theatre that represents Canadian cinema — made me feel like I was stepping into a whole new level of storytelling.”
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That experience only sharpened his ambitions.
“I definitely see myself directing films in the near future and eventually stepping away from music videos as my main focus,” he explains. “That said, because of my love for music, I don’t think I’ll ever give them up entirely. They’ve shaped who I am as a director. My dream is to one day direct a video for The Weeknd or Travis Scott, and until that happens, I’ll keep working harder and harder to reach that point.”
Alongside his personal projects, Andic founded the.97 Collective, a creative hub bringing together talent in film, design and music. “My love for cinema inspired me to create my own company at a young age.”
Today, it has grown into a platform where young artists and filmmakers can find both opportunity and community. “Our door is always open for collaboration. We love working with new artists and creatives, and I treat my clients like friends, because that’s what they become. We all share one common goal: a deep passion for our art.”
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Dragan Andic of the.97Mihailo Andic @mihailoandic
Representing Toronto is at the core of his drive.
“I made a promise to myself early on that every project has to elevate beyond the last one. I’m in constant competition with myself, pushing to make each visual bigger, better, and more innovative. Representing Toronto on a global stage means showing that our city’s creative output can stand shoulder-to-shoulder with the biggest in the world. Every video I direct is not just for the artist — it’s also a reflection of where I come from and the community I represent.”
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As much as his videos spark conversation, so do his ideas. His Moments 5 panel in Toronto sold out the 1,200-capacity venue The Symes, turning a creative discussion into a major cultural event.
“Selling out a venue of that size for a panel discussion was surreal,” he says. “It showed me that people are not only paying attention to the visuals I create, but they’re also invested in the conversation behind the art — the process, the storytelling, the vision.” He’s already thinking ahead to Moments 6, promising a larger crowd and a deeper dialogue.
When asked what he hopes people say about his work years from now, his answer is simple: “I want my work to be remembered as cinematic, dark, and moody — but also as something that inspired people. Whether it’s artists, directors, or fans, I hope they look back and see that I pushed boundaries, created opportunities and left behind visuals that still hold weight years later.”
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