Paul Ramaema directs the spot from Prodigious SA and produced by Robot
Paul Ramaema directs Prodigious SA’s latest online content work for Extreme Energy South Africa. Hunters extreme has launched an extreme energy drink with liquor aimed at a more diversified market.
The campaign is aimed at a local South African dance audience. The project was made as a call to action for a local dance competition for the same brand.
The project was shot in Johannesburg, South Africa. Robot had to find a way to utilise a single location but make it feel creatively valuable by showcasing a variation of dance in different styles whilst telling a young man’s individual experience of the craft.
Robot’s eye popping feature uses an unconventional lighting approach which intercuts seamlessly between two lighting set/ups varying within the same space/location.
What was even more interesting was its ‘brand purpose’ collaborator. Sbo ndaba who owns a dance academy, was featured in the project alongside one of her students. The proceeds will be used toward sending them abroad.
“Dance is one of the many ways in which freedom is personified and if you capture that visually in an honest way, you yourself become liberated in the craft”. – director Paul Pamaema.
Creative inspiration came from the Japanese underground dance culture and their unconventional videos. Many years of watching of and being part of the hip hop dance culture.
Project is currently running online.
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