Commercial production
Printing SA, Spicy
Printing SA is the South African printing federation, and the campaign asks you to imagine a world without printing — which turns out to be nearly everything, from bottle labels to newspapers. Spicy plays that out on a hot sauce bottle with no label on it. I produced. Peter Heaney directed, Bradley Devine shot it, Ryan Norwood Young edited.
- Client
- Printing SA
- Role
- Produce
- Discipline
- Commercial
- Runtime
- 0:30
- Year
- 2018
Challenge & solution
It’s a genuinely good strategic idea: printing is invisible until it isn’t, and the fastest way to prove that to somebody is to take one label off one bottle and let them watch what happens next. The skit does the arguing, so the production’s job is to protect the joke — cast it right, shoot it clean, and don’t let anything clever get in front of the punchline.
I produced this and its twin as a double header. Peter Heaney directed, Bradley Devine was on camera and Ryan Norwood Young cut them. Shooting two thirty-second skits off one setup is a producing problem more than anything else: the second one has to be as well made as the first, on whatever time is left.
The discipline
This one came through commercial production. Brand and retail commercials for agencies and in-house teams.
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