Expanding access to South Africa’s creative economy
AFDA’s new Hatfield campus
AFDA, the School for the creative economy (managed by JSE-listed higher education provider, STADIO Holdings) is set to open a new campus in Hatfield, Tshwane in 2026. Prospective students can get a first look at AFDA Hatfield during the Open Day on Saturday, 4 October 2025, where they have an opportunity to meet lecturers, explore the state-of-the-art facilities, and learn about AFDA’s programmes, which range from Higher Certificates to Postgraduate Degrees.
Located in Pretoria’s vibrant education hub, the Hatfield campus will bring AFDA’s award-winning programmes closer to students from Gauteng, Limpopo, and Mpumalanga, reducing travel and accommodation costs while connecting them to a thriving cultural ecosystem.
“Hatfield represents far more than a new campus,” says AFDA CEO Diaan Lawrenson. “It’s about expanding access, connecting students to Pretoria’s creative heartbeat, and ensuring equal quality and industry connectivity across provinces.”
Campus offering
Designed with technology and collaboration at its core, the Hatfield campus will feature:
- Multi-purpose production spaces for film shoots, live performances, and digital content creation
- State-of-the-art post-production labs for editing, sound design, and visual effects
- Interdisciplinary collaboration zones to simulate real industry workflows
- Prime location within walking distance to local amenities, and the Gautrain, surrounded by student accommodation and cultural institutions
Lawrenson says its proximity to broadcasters, production houses, government departments, and media agencies will open valuable networking and career opportunities for students.
New leadership launches growth ambitions
The Hatfield launch is the latest milestone in AFDA’s expansion under Lawrenson, who became CEO in 2025 An AFDA alumna, celebrated actor, and the former Dean of AFDA Cape Town, she has spent over 25 years in the creative industries as an actor, producer, and content creator.
Her vision is to honour AFDA’s 30-year legacy while evolving it to meet the demands of a fast-changing global economy.
“My priority has been to build on AFDA’s legendary motion picture and live performance degrees while preparing the institution for the future economy,” she says. “That means integrating emerging technologies, entrepreneurial thinking, and strategic business insight into everything we do. We want our students to thrive in industries that don’t even exist yet.”
Future-focused learning
Lawrenson describes AFDA’s programmes as “project-led, interdisciplinary, and rooted in real-world application, empowering students to merge art, business, and technology.”
She says AFDA is currently focused on:
- Deepening technology integration, bringing data-driven storytelling into every discipline.
- Expanding entrepreneurial pathways, equipping students to build ventures, not just careers.
- Building a global outlook, forming partnerships that connect students to international collaborations, markets, and networks.
Fostering industry collaboration
One of AFDA’s greatest strengths is its faculty of active industry professionals who continue to work on projects alongside their teaching. This ensures students learn from practitioners with current insights, industry networks, and first-hand knowledge of new platforms and production models.
“The synergy between academic rigour and industry engagement is one of AFDA’s defining qualities,” says Lawrenson. “It ensures our students graduate ready to navigate – and lead – the industries they enter.”
Faculty are supported to maintain industry relevance through professional practice, research and development, and internal knowledge-sharing workshops.
Preserving a legacy of innovation
Since its founding in 1994 with just six students, AFDA has grown to 2 500 students across five campuses, with more than 7 500 alumni and a staff of 180. Graduates have won major awards, founded successful production companies, and worked on global platforms including Netflix, Amazon Prime, and Showmax.
Recent initiatives include The AFDA Podcast: The Creative Economy and the Legacy Series of stackable short courses, designed to provide continuous upskilling opportunities. New disciplines and strategic partnerships are also set to launch in the coming months.
Driving South Africa’s creative economy
“AFDA’s role extends beyond education – we are a pipeline for South Africa’s storytellers, innovators, and entrepreneurs,” says Lawrenson. The creative economy already sustains over one million jobs in South Africa and contributes more than R160 billion to GDP.
Graduates are employed across high-growth sectors such as film, television, animation, design, gaming, and digital media, with many launching their own ventures.
“The next decade will belong to those who can blend creativity, technology, and entrepreneurship,” says Lawrenson. “Our role is to ensure South African creatives are not just part of that transformation – they’re leading it.”
Experience AFDA
If you’re ready to start your career in the creative economy, join AFDA at the Open Day on Saturday, 4 October 2025 at 10:00am in Johannesburg, Cape Town, Durban, Gqeberha and now Hatfield!
Visit AFDA for more information.