The MMMob Approach​

Just 14 days before the content was to go live, the MMMob got the brief. We had to work fast, and smart to create a campaign which stood out on social, during a time of year packed with promotions.  We shot two competing experiences for each of the crews, despite the fact that only one would be revealed, ensuring the campaign felt as ‘live’ as possible. With only one shoot day, our producers had to work their magic to sort out the scheduling; coordinating crew, Influencers and locations.

Each of the crews appeal to a different audience, and exude their own style and feel. The creative team had to ensure this authenticity was captured. At the same time, the content needed to be quality, on brand, and have a low-fi feel to it – like it could have been shot by the Influencers themselves. 

The experiences were vastly different, from bungee jumping to pamper parties. The equipment and teams had to be prepared accordingly. MMM shot and sent the HDDs on the same day, from Joburg to the Post-Production facility in Cape Town. Our computers ingested the 4k footage overnight, and the next morning it was ready for the Editors to get cracking. The MMMob had two Video Editors working simultaneously, ensuring they were on the same page and keeping up with the fast-pace of the campaign, was crucial. Only when the votes are in, will the video of the winning experience be cut down and formatted for various channels.

Now it’s up to SA’s thirsty Instagrammers to enter, and win experiences of their own.