The Brief

Anything Goes had obtained the licence to stage the international Dance Festival, ULTRA in sunny South Africa. The first-ever ULTRA SA would be a one-day extravaganza, running from day into night. On the Friday it would be rocking Cape Town, then move on to Joburg for a second show the next day.

Anything Goes asked the MMMob to join the party. Our job would be to capture all the visual content to be used across the digital platforms of the local and international festival organisers, and for distribution to clients and media. Our expertise was needed for the Event build-up, the pre-event Press Conference with local and international Artists & DJs, and all the action on showday. The primary focus was photography.

The MMMob Approach

Mobile Media Mob assigned two Photographers to cover the Cape Town gig: Gareth Pon & Grant Payne. Our two shooters were led by the MMMob Boss, Thoban, in the role of Executive Producer and Creative Director. Dave East, a Photo Editor armed with quick clicking and polishing skills, would handle all the onsite Photographic Post-Production. Ross Hillier, was set to join them in the evening, to specifically document international DJ Alesso backstage and his onstage performance.

As the crowds filed in, and the music reverberated through the venue, MMM was ready. We had planned out all the key Event moments and performances. We designed workflows which smoothly got content shot, selected and edited, before being accompanied by copy, and sent on to social. A consistent stream of content was published to @UltraSouthAfrica’s digital channels, Ultra Global and Brand Partners.

Behind-the-scenes things were heating up – our setup was small, dusty, loud and hot, with fans blasting to keep our MMMobsters and their gear cool. Our internet connection wasn’t very stable either, resorting to mobile hotspots to send stuff off. Despite it all, we kept going, driven by the beats and pure adrenaline.

The next day we did it all again at the Joburg Event, with Jozi-based MobBoss Roy running the team.

The local and international clients were blown away by MMM’s service and skills. @ULTRASouthAfrica’s social following skyrocketed, and engagements were at an all-time high. This gig, way back in 2014, paved the way to our real-time social dissemination service of today.

Commissioner

• Anything Goes

MMMobsters

• Executive Producer / Creative Director: Thoban Jappie
• Executive Producer: Roy Potterill
• Photography: Gareth Pon
• Photography: Grant Payne
• Photography: Ross Hillier
• Photo Editor: Dave East
• Photography: Louis Grobler
• Photography: Pieter Voslo
• Photography: Tim Moolman
• Photo Editor: Phil Kritharis