The name Atiba Cudjoe might not be familiar to you, but chances are you have seen and enjoyed his work. His skill as a graphic artist is regularly on display in UWI advertisements in print and online. His ability to compose and capture moments through photography has made for powerful and arresting images in many media, including UWI TODAY.
Most recently however, it is Atiba’s work as a videographer and filmmaker that has captured audience attention - and won him international acclaim. In January, his short film “Pelican Proud”, a documentary about the 2024 UWI St Augustine Graduation Ceremonies, was announced as one of the winners of the AVA Digital Awards 2025. “Pelican Proud” won a Platinum Award, the contest’s top honour.
“Honestly I was shocked when we found out we got the award,” says Atiba. “I didn't know what to say or do. But it feels great. Sometimes, you second-guess yourself, and when these moments happen it takes a while to sink in. So it feels great and humbling to know that people see the hard work you do and can recognise it.”
“Pelican Proud” is a production of UWI St Augustine’s Marketing and Communications Office, of which Atiba is a staff member, and the office supported him in the project. As the filmmaker, Atiba did a great deal of the work himself. He conceptualised the film, wrote the script, directed it, operated the camera, edited the film, and more.
“It was a very unique and learning experience,” he says. “I've done something similar back in secondary school, where I did a documentary celebrating the school's 50th anniversary, but back then I didn't have any of the experience I have now.”
He adds, “it was unique in the sense that I have never taken on a project this big for such a prestigious institution, and I really had to put my best foot forward to produce something that not only makes The UWI look good, but something of which I can be proud.”
The documentary, filmed over the three days of ceremonies from October 24 to 26 of last year, is a celebration of Graduation, the campus’s most important event. “From the graduates, to their support network, to the people behind the scenes that make it all possible. It showcases in essence what it is to be a UWI St Augustine Pelican,” he says.
Atiba is not only an employee of the campus, he is a graduate himself, and knows first-hand the resonance of the experience. He strives to capture the experience in new ways every year.
So what’s next? Atiba isn’t sure, but he is contemplating a photography-related project:
“In 2018, I was awarded a Bronze Star Award for fashion photography from [Neutral Density Photography] Awards, a prestigious international contest. So, I may enter again hoping to win gold this time around.”
He adds, “I would just like to thank everyone who supported the vision. I don’t think we’d have a film, much less an award, if it wasn’t for their support and encouragement.”