Cinergy's Telkom Charity Cup TV commercial for The Agency was directed by Jonathan Cohen and produced by Darren Gordon. The commercial conveys a Thank You message to all those who changed someone's life by making a phone call to vote for their favourite Charity Cup soccer team. Telkom donated money from each phone call, to the various charities it supports.
Director Cohen researched and developed a technique that would give the creative team the visual clout they wanted, coming up with the concept of a “reversible set” that rotates in 3D towards camera, allowing viewers to see the before and after scenes in a single fluid move.
To realize this, Cohen covered each matching environment using the same lenses, camera height and tracks, creating a seamless stitching point for Flame artist Jean du Plessis. Separate foreground and middle ground plates were photographed on the Phantom camera and composited into the final shots in perspective, to give each side the feel of frozen time.
The nature of the commercial demanded that the artistes are all real people - the very people who benefit from the Telkom charities. The homeless man who emerges from a derelict car usually lives rough on Oxford Road in Rosebank, Johannesburg. Thanks to his star performance in the commercial, he can now look forward to receiving a regular income, as his fee is paid to him on a weekly basis over an entire year.
The creative team at The Agency was executive creative director Meirion Griffiths, creative directors Eugene Botes and Greg Sheppard, art director Loyiso Twala, and copywriter Andile Khambule. The agency producer was Jill Lotriet and client service was in the care of Marcel Brazer and Pamela Brimiah.
Editing by James Hoskins at Left and on line post production supervised by Sam Allesandri at The Videolab, where this visually striking commercial was finished.
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