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PICTURE PERFECT adcetera Report on the commercials industry by Sonja Hodgen A TASTEFUL COMMERCIAL BY FOGHOUND Picture Tree’s Alan Irvin nailed first and second place in the latest Creative Circle results for TV and cinema. Irvin directed the Lexus/ Mark Levinson Sound System spot, Orchestral Manoeuvres in the Dark, for Draftfcb Jhb that won 1 st place, as well as the 2 nd place winner – Vodacom / Rugby Player 23+1, also for Draftfcb Jhb. Vodacom The new Scooters Pizza commercial is a tasty offering produced by Foghound Studios for agency Red Rocket. Directed and lit by Dom Black, the commercial was shot on the Phantom HD camera, supervised by Graham Cooke, with styling by Ross Jameson. The commercial launches the delicious new thin and crispy base offered by Scooters, which is beautifully demonstrated by some extreme slow-motion shots of the pizza being created. The commercial was conceptualised by Red Rocket creative director, Craig Morris, who added some Italian flair with rich colour, a beautiful Italian on-camera artist and evocative track. The commercial was edited in HD by Alastair Hetherington with audio mix by Werner Meiring. The Foghound team demonstrated their ability to get a shoot together quickly; from creative idea to shoot was only four working days! When the shoot ran into unscheduled overtime the Scooters team, Lee Van Der Walt and Riaan Van Den Berg, kindly treated the crew to a supper of Scooters pizzas, giving them the opportunity to try out the new base. And the verdict – delicious! SENSITIVE COMMERCIAL SENSITIVELY HANDLED Scooters Pizza Avbob is the only burial society that offers free transportation of the deceased within South Africa. Director Nomakomazi of Sub urban reflects this unique service offering by portraying the subject matter in a sensitive and positive light. “I was dealing with an intense subject, death, so it was important for me to communicate to the audience without depressing them. The message is true to African culture and emphasises the importance of coming home and being welcomed into a family,’ said Nomakomazi. Avbob With the Coming Home theme, Nomakhomazi dissected the story into three arcs. The first is the feeling of being welcomed into a family. The second is the waiting for that loved one to arrive, while the third arc is the action of welcoming someone back home. The composition is beautiful and each scene flows into the other seamlessly. The team from the Agency included creative director Bruce Anderson, art director Loviso Twala, copywriter Andile Khambule and producers Jill Lotriet and Puseletso Pokane. Producer Jill Lotriet of The Agency said, “It was an absolute pleasure working with Noma. Her passion and dedication to her work is incredible.” DELICIOUS NEW DIVISION In July we erroneously called the new sister company to be launched by Delicious Films, Director Division. The name is actually Harry & Co. This new division is a partnership between Pendra Dissell, Liam Johnson and Nicci Brooker and represents director Marcelle Mouton with Alison Ellard, her producer. Within weeks of joining the Delicious team, Mouton was awarded a Fabric Fresh commercial by Grey Worldwide, which has now been shortlisted under two categories for the Loerie Awards. 12 SCREENAFRICA – September 2009
adcetera THINGS SMOKING AT REFINERY Bookings have been hotting up at Refinery with the new Autodesk Smoke suite operated by Petra Damross. With extensive international photography training and experience, Damross has an excellent eye for detail and her energy and enthusiasm for every project is unwavering. Her showreel boasts commercial and extensive retail work for some of the country’s best loved brands and she has worked with South Africa’s hottest directors. In addition to her many short-form jobs, Damross has worked on music videos and on the feature film, White Lion, a true testament to her dynamic ability in the compositor’s suite. “Petra and the Smoke suite are the perfect combination,” comments Tracey Williams, director of post-production at Refinery. “Both offer multiple solutions on every job; there Refinery team Adriaan Smuts Ben Horter Cyril Schumann Helen EItskin Karabo Matseke Nick Young Petra Damross Riyahd Cassiem couldn’t be a better match for our clients.” With seven online suites, including Flint, Smoke and the very popular Flame suites, Refinery has attracted top online artists including Ben Horter, Karabo Matseke, Helene Itzkin, Cyril Schumann and new kid on the block, Nicholas Young. Working alongside them are designers and illustrators Adriaan Smuts and Riyahd Cassiem. Horter comes from a cameraman and Avid editor background and operates as a Flame, Flint and Combustion artist. Matseke brings his agency background to his work as a Flame, Flint and combustion artist. He brings passion and four years of experience to every job. Young has a background in 3D animation and visual effects and now with two years as a Flame artist and two feature films on his showreel, this young artist has set the groundwork for his future career. Itzkin has worked with top international and local directors as online editor and VFX artist and her vast experience has resulted in a multi-skilled talent, across a variety of equipment, but she has truly found her artistic space operating in the Flame and Flint suites at Refinery. Schumann was one of the first artists working in postproduction industry in South Africa and has vast experience and some prestigious local and international awards under his belt including two VEAP (Vancouver Effects and Animation Festival) awards and has won the SASC Visible Spectrum Awards’ Post Production Technician of the year twice (2003, 2004). Smuts studied design and art and is a motion graphics artist and compositor with an eye for detailed aesthetics, while Cassiem offers motion graphics, compositing, 2D and 3D concept art as well as storyboards, design and illustration. The VFX team at Refinery is further complemented by the colourists working in the Spirit, Lustre and FCP grading suites, including Michele Wilson and Alex May. BOUFFANT SIGNS PIKWANE Production company Bouffant has signed newcomer Jerome Pikwane to its roster of directors. Pikwane studied cinematography at the New York film academy along with stints at the National School of Arts and AFDA (Association of Film and Dramatic Arts), whilst also working alongside some of South Africa’s most established directors. Commencing his directing career in 2005 with several VUKA! Award winners (including best newcomer), Pikwane has gone on to work with brands such as MTN telecommunications, Playstation and Metro FM. Enthusiastic and versatile, Pikwane sees himself as part of a generation of filmmakers that view South African pop culture very differently. Agency Speak WHO IS LOUISE MOKGWATSANE? An inquisitive, observant, diplomatic, entrepreneurially-inclined, green-conscious creative person, currently exploring and moulding her unique offering to South Africa and the world at large. I’m a copywriter by craft and hold the position of creative director at Impact, the BTL department of Draftfcb Johannesburg. poster. And lastly, a new perspective. I’m tempted to add a big budget into the mix, but sometimes small budgets force you to box smarter. WHAT PERSONALITY TRAITS MAKE FOR A GOOD CREATIVE? Lateral thinking. Solutions thinking. Being on the pulse of all forms of creativity – “mashing” worked for music. And inquisitiveness; I have a philosophy for this – try something new every day. WHAT IS THE TRICK IN MANAGING CREATIVES? Allowing creativity to flow but keeping focused on the business challenge at hand. WHY ARE YOU IN ADVERTISING? Growing up, my ideas of what I wanted to be kept shifting – from being a veterinarian to a marine biologist to a historian to a librarian (so I could read books all day). When I got to matric, I had no clue. The buzz career back in the late 1990s was graphic design. I wrote to the AAA School of Advertising and they sent me the entry test for copywriting as well, which I enjoyed more than the graphic design one (not to mention the only thing I could draw were stick men and dogs). So I enrolled to be a copywriter and have never looked back. My career guidance counsellor never even mentioned advertising or marketing as career options. One of the career-guidance-test career options I was given was a brick layer… go figure! WHAT HAS BEEN THE HIGHLIGHT OF YOUR CAREER IN ADVERTISING? Becoming a creative director at 27. WHAT WOULD YOU SAY IS THE CRAZIEST THING ABOUT THE ADVERTISING INDUSTRY? The fact that creatives don’t have a union. We work the hardest and get paid the least – unless you have the gift of the gab and know how to get what you want. WHAT WOULD YOU SAY IS THE MOST SANE THING ABOUT THE ADVERTISING INDUSTRY? Clients. WHAT ELEMENTS MAKE FOR A GOOD AD? There are many ways to skin this cat. What does one mean by a good ad? An award winning ad and/or an ad that pushes product? But I think there are a few key ingredients: a client that’s willing to do whatever it takes. Also, a single-minded big idea that can be applied to all elements of a campaign from TV to digital to a WHAT ELEMENTS MAKE FOR A GOOD AGENCY? The people. Especially the leadership, because ultimately they set the culture for everyone else. WHAT KIND OF INPUT DO YOU EXPECT FROM A PRODUCTION COMPANY? To lead the process. WHICH CLIENT OR BRAND WOULD YOU MOST WANT TO SECURE FOR YOUR AGENCY AND WHY? Not NASA but Virgin Galactic. Soon it’ll be the new frontier of advertising. I’ll be there when Draftfcb opens the first real space agency. Imagine the products space travellers would need: food-in-a-bag, cola-in-a-bag, poop-in-a-bag. Real sunglasses. But on a serious note, though, imagine the crazy technology we’d be communicating to people through – holograms, space projections, sleep adverts. Wonderful madness. I can’t wait! September 2009 – SCREENAFRICA 13
Page 1: A Y LOERIES CR SCREENAFRICA MIPCOM
Page 4 and 5: NEWS Drama in the township Johannes
Page 6: NEWS Compiled by Karen van Schalkwy
Page 9 and 10: New DeckLink HD Extreme has Dual Li
Page 11 and 12: IN THE NEWS DISGRUNTLED VIEWERS - D
Page 16 and 17: AWARDS Where egos dare CHAIRPERSON
Page 18: TRACKINGTECHNOLOGY PRODUCT NEWS Goo

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