Ever wondered what goes into creating a stunning calendar? It’s not just about picking the right photos; it’s about capturing a moment and telling a story, and sometimes, a little magic happens when the right team comes together.

The Safaricom 2025 calendar is the perfect blend of creativity and teamwork from concept to execution; the goal was clear. It is a showcase through the digital age for the company and the country as a whole.

Zizwe Awuor, Safaricom’s Brand and Marketing Lead, explains that the team wanted to highlight the intersection of technology and Kenyan culture.

“We wanted to create a calendar that shows how far Kenya has come, thanks to technology. Safaricom has been integral in this progress, and we wanted to showcase that in the most creative way possible, always keeping Kenyans at the heart of it,” Zizwe says.

Creating this edition was a team effort; from photographers to stylists and art directors, everyone played a crucial role in ensuring the calendar’s success.

Photographer Osborne Macharia, who has a stellar reputation for his stunning visuals, recalls the smooth collaboration during the shoot.

“The best part was how well everyone knew their roles. We had five or six people on the photography team, and we were completely in sync. We were focused, organised, and always on the same page. The pressure was on, but we knew what we were doing,” Osborne says.

Osborne’s journey with Safaricom goes way back. He shot two of the company’s earlier calendars, which, in a way, helped launch his career. Fast forward to 2025, and Osborne is now an internationally recognised photographer.

“Osborne was actually discovered by Safaricom when he shot our calendars starting in 2014. Now, to have him back for the 2025 edition is incredible. It’s amazing to see how far he’s come,” Zizwe notes.

One of Osborne’s favourite moments from the shoot was the calendar cover, which featured kids immersed in a video game with modern architecture in the background.

“It was a moment that felt timeless, yet fresh. The simplicity and beauty of the scene spoke volumes,” he says.

With a project of this significance, there was a lot of pressure on the set. As the shoot progressed, various locations were carefully chosen, and the timeline was tight. The idea that people across the country eagerly anticipate in the calendar every year also added an extra layer of responsibility.

“For us, it wasn’t just about taking photos; it was about making Kenyans see themselves in these images. The calendar is a showcase of the country’s progress, and we wanted it to resonate with everyone,” Zizwe says.

While the calendar highlights the future of tech, it also examines Kenya’s past. The team was keen on capturing moments that showed both progress and the traditions that have shaped the country. One particular theme centred around the old ticketing system on buses, which mobile payments have now replaced.

“I really love how technology has transformed even the simplest things. Bus conductors used to hand out long ticket sheets, but now everything is done on our phones via M-PESA. It’s amazing to see how much we’ve evolved,” Zizwe says.

While the 2025 calendar is already a hit, the future of Safaricom’s annual tradition looks brighter than ever. Osborne, who relocated to Canada in 2020, reflects on how his move opened his eyes to new creative horizons.

“Moving to Canada exposed me to a whole new creative world. It made me more aware of the importance of storytelling. Today, being a photographer is not just about taking pictures; it is about directing the narrative, and that is where photography is headed.”

Zizwe also shares that Safaricom will keep pushing the boundaries of creativity in future projects. “The calendar is a tradition we’ll continue; it’s something people look forward to every year, and we’re always looking for new ways to connect with them. We want to keep showing Kenyans not just where we are but where we’re headed.”

As the 2025 calendar comes to life, it’s more than a collection of beautiful images. It reflects Kenya’s past, present, and future. Telling a story of progress, overcoming challenges, and how technology has brought Kenyans closer to their dreams.

For Osborne, this year’s calendar holds a special meaning. “Safaricom was the first big client that gave me a platform back in 2013. To be part of this calendar again, 12 years later, feels like a full-circle moment. It’s humbling, and it shows how far we’ve come,” he reflects.

So, next time you go through the pages of the calendar, take a moment to appreciate the hard work, creativity, and passion that went into creating it. After all, it’s not just a calendar; it is a snapshot of Kenya’s incredible journey.

And as Zizwe so perfectly puts it, “When Kenyans look at this calendar, they’re looking at their own story.”