Pernod Ricard Sub-Saharan Africa (PRSSA) was planning a big push of their top-shelf brands – we’re talking Absolut, Chivas and Jameson amongst others. Each brand needed visual content, across seven African territories. Each region comes with its own nuances – from how the spirits are sipped, to the accurate representation of the people who are sipping it. Most of the content was destined for digital, but had to be premium enough to be used on billboards and POS. The budget wasn’t bottomless, and time was tight. We needed a solution which was as speedy, as it was smart.
- Creative Director: Anthony Bila
- Production Manager : Ntokozo Mabunda
- Photographer: Tyrone Bradley
- Photo Assist: Tatenda Chidora
- Production Coordinator: Thabang Madia
- Make Up Artist: Mmabatho Malinda
- Make Up Assistant” Katlego Mmekwa
- Hair Stylist: Mahlatse Mpyana
- Hair Assistant: Gratiano Mhlongo
- Wardrobe Stylist: Mahltase James
- Wardrobe Assistant: Nomthandazo Dladla
- Art Director / Set Designer: Hannah Smith
- Art Assistant: Sandile Maseko
The MMMob Approach
Prior planning prevents poor performance. This little philosophy has never been proven wrong. So, the first step was mapping out the requirements for each brand, across all regions, with scripts, storyboards, and shotlisted scenarios. All this planning was generated by a Creative Director, who was also the Shoot Director, transforming exactly what was on paper, into pictures.
Another smart move, was scouting a location which had the ability to look like many locations. Our snazzy Sandton find had five bars, two pools, various outdoor spaces and luxe lounges. Over three days we shot all seven brands, for the seven regions, without moving location once. The shoot went down as smoothly as a Chivas 12 year: while one set was being shot, the next one was being prepped, and the previous one was being striked. This required enlisting an army of thirteen MMMobsters.
We quite literally made hay while the sun shone. Shooting nightlife scenes at midday, using extensive blackout. And colour schemes, moods and props were used to make the spaces on brand. Our big cast was made up of various ethnicities, allowing us to bring featured models to the foreground, based on the region we were shooting for. All these clever little production hacks ensured we got the job done on time, and on dime.
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