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Edgars Summer Campaign

基本信息
行业: 服装
媒体:影视
投放:南非
风格: Minimalism
说明cnen
The 2018 Edgars Summer campaign has launched with an all-new edgy look that offers a street culture appeal and inspires self-expression, thanks to renowned Ola! Films Director Chris Saunders, and his completely new approach to commercial casting.
Hailing from a background in fashion photography, Saunders is globally recognized for his fresh, evocative work. He collaborated closely with Edgars and VML South Africa on this campaign, which continues the company's re-branding process: "For this project I really wanted to honour the brief; they are rebranding and creating a more contemporary, more connected Edgars, modernising a household South African brand and making it even more relevant within the fashion space."
VML SA chief creative officer Ryan McManus says: "As part of our long term plan to reconnect Edgars to culture, we brought on Chris to work his magic for the summer films."
The goal was specific - to create a connected street aesthetic that didn’t only exude grit but also created a form of magical realism. In response, Saunders himself scouted locations in downtown Johannesburg until he found exactly what he needed as a canvas: "We incorporated original street side murals as backdrops, and mocked-up a rooftop mural party space. This both served as a simple backdrop for an aerial shot, and a partial optical illusion within the environment, pulling the viewer away from the pure reality of the backdrop and into a new, more colourful, Edgars dimension."
Saunders engaged Johannesburg photographer Andile Phewa, who acted as both director's assistant and stills photographer for the brand: "He both guided me and helped me get the more unlikely characters for this TVC. We needed people who wouldn’t normally come in for an Edgars brief in our castings."
They started by working with Maitele Wawe, known for his brand The Social Market, a spot where young people in the fashion scene meet up to trade and show off their wares. He essentially created and unified a community in his home city, Pretoria, and has subsequently become better known as a musician and influencer in the fashion community.
The result was a brand new casting technique for the TVC. The team of three drove the cast selection by selecting individuals based on their social media presence (on both Instagram and Facebook), sifting through the riff raff and choosing a cast that was already out there flaunting themselves, not all with massive numbers but with the right content on their pages, showcasing a new way to select a fresh, un-expected cast.
"Taking this approach from the music - an original score with live recorded vocals by London based producer Okzharp! - all the way to the social media presence within the casting, we created a new, fluid and dynamic way to create a TVC with relevance and presence, inclusive of real cultural links and partnerships within the community on the Johannesburg fashion scene. This is something brands like Edgars need to do more often in SA."
McManus adds: "Chris is a fantastic talent and a new breed of Director who just finds a way to get things done. I am always impressed with his hands on, stuck in approach to pulling things together. He pulls others into his journey and vision with great energy and passion. And this makes his creativity infectious. Being able to create on the fly and constantly adapt takes a certain kind of confidence and fearlessness... to let things happen, but orchestrate them at the same time.
"We are super excited about this collaboration as a new beginning for Edgars... and it really is just the beginning. Watch this space. And watch out for Chris’s work."
制作信息
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其他职位:Executive Producer: Olivia Leitch
Production Manager: Jess Raine
On-Set Photographer: Andile Phewa
Cast Coordinator: David Williams
Coordinator in Training: Erna Goussard
1st Assist. Director: David Tumahole
2nd Assist. Director: Llewelyn Masika
Focus Puller: Graham Clarke
Loader: Themba Mabaso
Drone Pilot: Timothy Hamman
DIT: Londi Khambule
VTO: Raydawn Tilley
VTO Assistant: Shadrack Mangena
Grip: Tyler Geldenhuys
B-Boy Grip: Lawrence Mmatli
Assistant Grip: Patrick Rikhostso
Gaffer: Dumisani Ndlazi
B-Boy Lights: Maliyakhe “Cash” Radebe
Spark: Andrew Matlou
Props Master: Marco Filby
Art Assistant: Wisdom Mphofu
Art Assistant: France Mboyi
Wardrobe Stylist: Francois Ferriera
Wardrobe Assistant: Sam Mosala
Make-up Artist: Orli Meiri
Make-Up Assist: Basetsana Seripe
Hair Stylist: Mimi Duma
Hair Assistant: Ntombomzi Lekgoro
Medic: Dominique Rossouw
Unit Manager: Jason Van Niekerk
Unit Assistant: Sifundo Dlamini
Unit Assistant: Leonard Lerotha
Cast Driver: Thabo Matalane
Cast Driver: Itumeleng Senosi
Cast Driver: Tshidiso Mogoerane
Production Assistant: Calvin Mabunda
Integrated Producer : Zonke Mkhonto
General Manager: Marketing : Nicky Correia
Executive Chain Marketing Manager : Carla Davis
Campaign Manager: Ladies & Men’s : Fadela Sayed
Assistant Campaign Manager : Portia Makwela
Specialist Product Marketing Manager : Melissa Pullen
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