Animation agency Masters and Savant believe that contemporary African motion design - or animation - is taking on a more African feeling to reach a younger, trendier emerging commercially viable class, and is moving away from its European counterpart.
Masters and Savant Executive Producer Roger Smythe says: "There is a large movement in brand identities to reach the emerging black middle class with an increased buying power.
"Commercial design agencies increasingly are being briefed to create concepts surrounding products and channel identities that are more reflective of the emerging African fusion-identity".
African fusion-identity is coming through in a range of designs from sculptures to commercial advertising, evident in such campaigns as Channel O and Metro FM.
As a result of this increased trend towards African-style concepts, more billboards, radio campaigns, television and print advertising are utilising more African vernacular sayings, images and traditional concepts to make the campaign more appealing to its African audience.
Such campaigns as Vodacom's 'Yebo Gogo' campaign, the Polka 'Serious' campaigns, or the Eskom 'izinyoka' campaign have proven to be highly successful in their acceptance by audiences.
Masters and Savant General Manager Reto Reolon shares that western styles should make way for more African concepts, as advertising and art should represent the soul of the people they are talking to.
Commenting on western concepts in comparison to African concepts, Masters and Reolon states: "Western designs are opting for a visually appealing extravaganza of colours and effects that do not represent the world in which the target audience lives, but rather adopt an entertainment feel.
"When African-style concepts are translated into design and animation without taking cognisance of needs and requirements of the target audience, the result is often African-kitsch to which there is a large backlash. What works successfully are concepts and imagery that are African inspired, reinterpreted into something contemporary and 1st world, but retaining the African element."
