Parkinson said this wasn't an easy shoot. "I had to visually depict the parallels between MFC's smooth finance processing and 'smoothing' thorns off rose stems, ironing clothes and sanding surfboards. And to achieve authenticity, the casting was crucial."
The ad was shot over three days in some interesting locations around Johannesburg with lots of improvisation. A kitchen scene was built next to an ice rink so that two scenes could be shot at one venue. With curling not being a sport in SA all the equipment had to be made from scratch and the circular 'targets' done in post production.
Do Unto Others (DUO) were the creative thinkers behind the commercial and Creative Director Mathew Sher said they wanted a director who was a visual storyteller. Someone who could bring a fresh approach to the subtleties of a financial ad and that's what Jonathan delivered.
The currently flighting television commercial for Motor Finance Corporation (MFC), directed by Fresh Eye's Jonathan Parkinson, is a visual feast as it seamlessly pulls what initially appears to be random scenarios together to showcase MFC's approach to smooth, frictionless finance.
, directed by Fresh Eye's Jonathan Parkinson, is a visual feast as it seamlessly pulls what initially appears to be random scenarios together to showcase MFC's approach to smooth, frictionless finance.)