“Both the purpose and message of Design Indaba stays the same: to clearly demonstrate the beneficial impact exceptional levels of creativity and design have on the South African economy,” says Design Indaba CEO Ravi Naidoo. “It aims to promote design and designers, and indeed, the entire creative industry - and to grow its influence in creating jobs and adding to the economy. We really believe that the ‘creative industry' is the sleeper in the SA economy, and has the potential to be as large a contributor as tourism or the automobile industry. Its a delicious concept to take high art/design or technology as a solution to the problems of a developing economy.”
“With this in mind, we must advance the understanding every year that the Design Indaba not only recognised the highest level of design and creative talent, but also reflects these. The event promos aired on national television promote the message of Design Indaba, but also reflect the image of the conference through the creative interpretation of the message. The Jupiter Drawing Room and Masters & Savant have successfully achieved this again this year,” says Naidoo.
Understanding the requirements, advertising agency The Jupiter Drawing Room CT and animation studio Masters & Savant Worldwide CT progressed with developing an animated commercial that takes the viewer through a story of how raw timber is transformed into cutting-edge designer furniture, and to what value this future will bring to the South African economy when it is exported to the international market.
Says Jupiter Drawing Room CT creative director Livio Tronchin, “The brief for this project was to show that raw material like a block of timber starts of at a particular value and with the aid of design increases it's value dramatically. The specification was to present a photo-realistic treatment of the design pieces in 3D. It was particularly important that the Design Indaba key message come through loud and clear."
Says Masters & Savant Worldwide CT managing director Reto Reolon, “The Design Indaba Conference has built a world renowned reputation for representing the pinnacle of creativity and design excellence. It has fought hard to establish and maintain the position as the conference that directly communicates the valuable impact that design has on the broader economy. And so we know that anything associated with the Design Indaba must be of the absolute highest level. Telling the story of how a design may impact on the economy calls for your imagination to establish the links - and that is where animation comes in. It is very difficult to show how an idea is born, or how a design evolves using live action, so animation is used to recreate the design process, like it would happen in the imagination of a designer. It brings the process of idea generation to life and it illustrates how an idea or design may evolve and impact on society."
"The commercials we have produced in partnership with advertising agencies, like the Jupiter Drawing Room Cape Town, have always been considered to be both the highlight of our year, but also the most challenging," concludes Reolon.