The Brief

Cape Town Electronic Music Festival is South Africa’s most anticipated electronic music event. The MMMob have been involved on an annual basis, capturing and broadcasting live content on behalf of our client, Red Bull South Africa. In 2016, both the MMMob and Red Bull wanted to switch shit up. Our clients wanted something ‘different’, something ‘artsy-cool’. So we gave Red Bull and their stomping followers exactly what they were looking for.

The MMMob Approach

Instead of the usual live broadcasting, MMM pitched the ultimate AfterMovie. One so good festival-goers would share it, and everyone else would be bleak they weren’t there. Someone ‘artsy-cool’ was needed as the creative mastermind, and we knew just the guy. Adriaan Louw is an indie film director who has the eye and originality it takes, to make something completely unique.

His idea was to picture what goes on inside the mind of the people lost in the music, on the CTEMF dance floor. Four women were casted, each representing an audience persona. First we filmed each of the character’s dream sequence, in a blacked-out photographic studio, using a RED – for it’s super slo-mo frame rates and high def 4k optics. In this controlled space, MMM could make the characters’ Sonic Dreams come true – from raining sequins and CDs, to bubble machines and fiery sparks. The women danced their hearts out on a revolving platform, while all around them, MMMobsters made the magic happen.

Then they each got to pick a slot at the actual festival, and party up a storm. Adriaan captured the characters between the crowds, in an organic style, using a handheld camera with a long lens, allowing them to really feel the music, uninterrupted. Adriaan also shot footage of the Artists, DJs and partygoers, to intercut the dreamy narratives. Adriaan didn’t only film every frame himself, he edited it too – a true testament to his spaced out skills!