The One Show
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Category
Sound Mixing
Annual ID
OS22_MS055M
About the Work
MTN, Africa's largest mobile network operator, with 272 million customers in 19 markets, tasked us to develop a new Pan-African brand refresh campaign. As part of the full 360 degree relaunch, we also developed a brand film to reflect the spirit and energy of the new campaign. Centred on the provocative campaign idea, "What are we doing today?", the concept was built around the idea of feet, and how people use their feet as tools to create change in the world. This film was intended for a Pan-African audience and the multi-market approach informed not just the Casting, but also the Locations, Lighting and Art Direction, Sound Design and more. For example, we were inspired by authentic African design language when we created the on-screen illustration elements. From a Casting, Location and Production Design point of view, the idea was to be broadly representative of the continent, without making any scene so specific that it felt like it reflected a specific culture or country. Since the whole concept was built around the idea of feet, we decided that the chosen music track would have to guide the rhythmic movement of feet throughout the film. This movement was our inspiration for the Sound Design. Early on in the process, we already knew that the audio in the film would dictate the pace of the edit. The soundtrack ("Go up" by Gizzle) was selected accordingly to set the rhythm. With the track as a base, we then used Sound Design to add emphasis, nuance and context. We gave each scene its own ambient environmental soundscape.
2022 Awards
Total Points: 3
Merit
Credits
Agency
TBWA Hunt Lascaris / Johannesburg
Production Company
Darling Films / Johannesburg
Music / Sound Production Company
Sterling Sound / Johannesburg
Post Production Company
Post Modern / Johannesburg
Sinister Studios / Johannesburg
Art Director
Shane Forbes
Writer
George Low
Chief Creative Officer
Peter khoury
Creative Director
George Low
Shane Forbes
Director
Slim Grippa
Director of Photography
Pierre De Villiers
Editor
Will Kalmer
Executive Producer
Melina McDonald
Illustrator
Thabang Lehobye
Music Supervisor
Marc Algranti
Producer
Rachel Andreotti
Saskia Finlayson
Sound Designer
Lorens Persson
Animation
Sinister Studios / Johannesburg
Strategy Director
Zama Hlophe
Executive Group Marketing
Bernice Samuels
MTN SA Lead
Karen Ballenden
VFX Supervisor
Christian Van der Walt
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