Founders' Portfolio

With over 20 years of experience in South Africa’s advertising industry, Iron Heart Content Creation Studio was founded by two creative powerhouses: art director Kush Chetty and copywriter Toni Cheiman. Their combined expertise, built across the country’s top agencies, has shaped some of the most iconic and socially impactful advertising campaigns in recent decades.

Kush began his career in graphic design and quickly rose through the ranks to become a respected Creative Director. His portfolio includes award-winning work for major brands such as Toyota, MTN, Unilever, KIA, DStv, and Converse. Known for fusing creative storytelling with data-driven insight, Kush’s campaigns have earned recognition at Cannes Lions, the Loeries, the Pendoring Awards, and even claimed an Ad of the Year award. In 2016, he led the high-profile MTN brand refresh while serving as Creative Director at Metropolitan Republic. Beyond the commercial sector, Kush is also deeply committed to social impact: he is a co-founder of the Centre for Analytics and Behavioural Change (CABC), an organisation that uses digital listening tools to counter online misinformation and support democratic dialogue.

Toni entered the industry as a junior copywriter in 2000 and quickly established herself as a strategic thinker and gifted storyteller. Her work spans multiple sectors, from FMCG and fashion to financial services, public health, and government. As one of the minds behind the viral NSPCA Fake Dogfight campaign, Toni has never shied away from bold, disruptive creative. Her campaigns have received Loerie, Apex, and Kantar awards, and are known for their heart, insight, and ability to shift public perception. With a passion for purpose-led content, she brings depth and clarity to every brief she touches.

Together, the founders of Iron Heart bring a rare balance of commercial acumen and ethical storytelling. Their past experiences at leading agencies like Ogilvy, FCB, The Jupiter Drawing Room, TBWA, and Grey inform their belief that content should matter (not just to clients, but to communities) and have a meaningful impact.

Today, Iron Heart is a content creation studio for sustainable and purpose-led brands and organisations. From major broadcast campaigns to digital-first interventions, the studio blends strategic communication, creativity, and social consciousness. Explore the bold, clever, and culture-shifting work that continues to define Iron Heart’s creative journey.