Bioscope shoots Vital commercial for Draftfcb

click to view the ad [4MB]

The commercial, titled 'Role Play', is a full and entertaining tribute to busy people who have to fulfill several roles in a single day. Vital has been supplying vitamins, minerals and supplements to busy and active South Africans since 1947.

"I wanted this commercial to feel like a fun, Hollywood-style nod to everyday heroines. Big, colourful and flamboyant. In staying with that style I chose to keep the camera moves languid, and not to make the edit at all choppy. Not having to shoot the usual coverage, close-ups and cutaways allowed us to really craft the shots and spend time on getting the moves and timing right," comments director Hylton Tannenbaum.

"We carefully chose the right crew for this job, and spent more pre-prod time than usual going through exactly what was needed in terms of grips, lighting and production design," adds Bioscope's executive producer, Daniel Kaplan.