The commercial uses animation and graphics to speak to the new generation in their kind of language and focuses on an individual "with a blackxican father and a Turkanese mother who lives by Ghandi and learns by google." With the tagline "I'm the new kind of normal."
Bite Visual was awarded the production based on an innovative approach where live action would seamlessly integrate with 3d animation. The concept was further developed in a collaborative effort between Ogilvy Joburg, Bite Visual, Ontwerp, Capture Productions and Slim of Freshwater Films.
Bite secured the services of Slim of Freshwater Films and Capture Productions to look after the filming of the live elements. Casting proved to be a challenging exercise, mainly due to the complexity of the characters as well as having to work within a very short timeframe.
This collaborative effort follows Slim's recent success winning the highly respected Cfp/Shots Young Director's Award at Cannes and proves Slim's versatility by being able to add live action to his long list of talents.To view the spot :
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