Africa Still Tops for Commercial Shoots

Left and Right images © Robot TV

Lauded for its turnkey offerings from seasoned professionals, South Africa as a commercial service destination – and as a result, the wider continent – is sure to bounce back now that filming constraints are being eased. Katie Reynolds-Da Silva reports.

COVID-19 AND COMMERCIAL SERVICE

Martin Jacobson of Juice Film says that their enquiry rate dropped significantly from the beginning of the lockdown. “We should have had work extending through March and into April. But pending jobs all fell away, and bid opportunities dried up. We are keeping busy with admin, but also staying involved with creating protocols for shooting when the government allows production to get going,” he says.

“We are learning about video streaming options that are emerging, and how they work, and what we will be able to offer our clients in terms of live streaming of filmed footage, assuming that they would be watching remotely. We are also looking internally at our company, to ensure we can move forward into the unknown future positively. We are staying in touch with some key producers and organisations keeping them abreast of what is evolving in South Africa.”

When the restrictions are fully lifted, Juice Film will be looking at various scenarios going forward. Unfortunately it is hard to predict what the future will look like. There are many questions that need answering: • Will there be an effective treatment protocol available at the beginning of the service season that will allow clients, agencies and production houses to feel comfortable to travel? • Even if that is in place, will there be a new normal for a while, where clients and agencies prefer to live stream rather than travel? And will director’s adapt to shooting remotely if they themselves can’t travel? And how many of them will want to adapt? Will American jobs come our way if there is live streaming, meaning they would have to stay up during their nights to view our day shooting? Or will they travel south to South America to avoid time-zone issues? Will clients and agencies adjust the way they advertise? Will there be more reruns of old commercials or cutting of old commercials with possible new footage or stock footage? Will agencies write scripts that allow them to shoot at home? When will an effective vaccine be available?

“Only time will tell,” says Martin, “It is early days in the pandemic and a lot is changing all the time. It is a moving target and we will ensure we are prepared accordingly.”

Liam Johnson of Robot TV says that they have enjoyed a fun and crazy season, including TVCs for Euro Millions, Chupa Chups, Asics, Kiabi, Homebase and F&F, as well as young, energetic and youthful commercials and as some big music videos for Victoria Monet, Tom Grennan and HRVY.

Liam says that his team have had a lot of enquiries during lockdown, and they are talking with their clients about what

the future might look like, but nothing has translated into work yet. “Luckily it happened near the end of a good season and traditionally we were going into a quieter period. The silver lining is that we have had a minimalist approach for a long time so we are now perfecting systems and getting ready for when the world opens up again,” says Liam.

Robot TV has an amended growth strategy for when the restrictions are lifted. Like the other companies it includes collaborations and partnerships with local director-based companies but importantly the team is focusing on how to streamline its production, leverage technology to make it more efficient, and less dependent on manpower with more focus on sustainability and safe practice.

“As a company and individuals we’re broken hearted at the effects of this pandemic, the lives lost and the economies near destroyed. But this is the time that will define us. A time of collaboration, ingenuity, proactivity and importantly, compassion. It’s great to feel so proud of our president and our nation. From the solidarity fund to the CPA Relief fund, with everyone taking this so seriously, staying home and wearing masks. It’s tough, but we’re weathering this storm,” says Liam.

Toni Marais of Red Petal says that they completed a Kinder Pingui commercial before lockdown, but have unfortunately lost two jobs as a direct result of the virus and almost all business has halted. “We have dealt with a few usages renewals over this time and recently had a request for a remote shoot. As a CPA EXCO member, we have been kept very busy with the COVID-19 fund and researching a way forward for the local industry,” says Toni.

“This is such an unknown situation and the future so vague that a degree of flexibility is going to have to be an essential part of any strategy. We are going to work within the legal parameters and adapt as required until there is some kind new normal.”

BACK IN BUSINESS

On the 4 th May 2020, the Commercial Producers Association announced the commercial production sector has opened its doors under Level 4 COVID-19 Restrictions.

“The CPA is pleased to announce that our industry is, once again, open for business!” the statement said.

The South African Government has permitted filming under level 4 regulations from 4 May 2020, however, there are certain restrictions that have been put in place. These are strict industry protocols that must be adhered to at all times. The number of people on set has been limited to 50, and according to the CPA, these rules are “non-negotiable and need to be followed under all circumstances”.

The CPA has published the CPA COVID-19 Protocol for use by members, clients and suppliers. Clients and suppliers should please note that the CPA has no jurisdiction over non

members, therefore due care should be taken to ensure that all productions comply with all requirements. (Guidelines are listed at the end of this article).

SPOTLIGHT ON SUZANNE CURRIE, EXECUTIVE PRODUCER AT MOONLIGHTING.

After studying art and photography at Michaelis Art School, a few years later Suzanne was introduced to Dianne Bramhill and Dianne Beatty at Cape Direct, one of the original service production companies in Cape Town. This is where she started out in the service commercials industry in the mid 90’s, when the service industry was just starting to take off here and she loved every moment of being a part of it. “The constant flow of international clients, the creative process, the adrenaline and all the amazing people I was working with….I was hooked! South Africa basically has it all, excellent crew and cast, beautiful and diverse locations, gorgeous light, great work ethic and service delivery and great overall production value especially with the exchange rate, mostly in our international clients favour,” says Suzanne.

Left and Right images © Robot TV

MUSIC IS UNIVERSAL

We’ve been carving out our own path within production music for over 70 years, and our collaboration with a whole host of Artists and Composers ensures the music stays sonically adventurous. We make sure music makes the difference.

All images © Moonlighting Studios

MOONLIGHTING GOES VIRTUAL

Moonlighting created a Virtual VT Village which they have used successfully on a recent shoot with London production company 1stavemachine. Their clients were unable to travel so Moonlighting took the shoot to them, enabling them to have full, real-time participation as normal.

Using the dual facilities of a conferencing system and a high-resolution video stream, the clients participated in real-time with the team on set and watched the setups without compromise, dialing in from different time-zones from around the world. While the conference system can stream in without delay, the quality is not always as high as is required so the high res stream follows 20 seconds later on a dedicated and secure streaming platform. The images are controlled by the set VT operator as per normal.

It was first time out for everyone. Nisa from 1stavemachine established a very workable communication strategy with their remote clients; each setup was discussed, a walkthrough of the set done and artists introduced to the client. The different camera takes were discussed as per normal and approvals given without delay.

“As this was our third job with this client it was our

OF COURSE, IT’S PREFERABLE FOR THE WHOLE TEAM TO BE HERE FOR THE SHOOT, BUT WHEN THAT’S NOT POSSIBLE FOR WHATEVER REASON, WE HAVE A PROVEN AND SUCCESSFUL SOLUTION. IT CAN ALSO BE OF GREAT BENEFIT WHERE A PROJECT’S BUDGET IS RESTRICTED AND WHEN REDUCING CO2 EMISSIONS IS A BRAND IMPERATIVE.

intention to maintain the same standards, despite the travel ban, and have an uninterrupted service,” explains 1stavemachine EP / MD Kerry Smart. “ Live-streaming

became the obvious choice - the quality of both picture and sound of this service was impeccable. It was just as if Video Village was a little further away… 12 434km away to be exact.”

Moonlighting’s Philip Key adds “Of course, it’s preferable for the whole team to be here for the shoot but when that’s not possible for whatever reason, we have a proven and successful solution. It can also be of great benefit where a project’s budget is restricted and when reducing CO2 emissions is a brand imperative.”

WHY WE’RE TOPS FOR SERVICE

LIGHT

We’re renowned for having some of the best natural light in the world. – and lots of it! Lengthy daylight hours in summer make for better shooting durations (average of 15 hours: 5:30am to 8:00pm).

EXPERIENCE

Our creatives and crew have in-depth experience that span decades and genres. While many have been poached by the deep pockets of foreign countries, there is a stronghold of SA-based talent that is dedicated to their craft.

LOCATIONS

This fact is now so famous it is tattooed on our brains, but it still bears repeating. 90% of the world’s geographical or man-made features can be replicated within a twohour drive from Cape Town. And that’s just the Mother City! There are eight other provinces to explore, enjoy, film, and do business in. Not to mention the rest of the Western Cape.

GEAR

Anything you may need for your shoot is available for rent or hire at very reasonable rates. Dedicated companies are abundant in SA, and they are helmed by passionate, reliable, renowned professionals.

TIME ZONE

We’re on the same clock as most of Western Europe, making communication a breeze.

EXCHANGE RATE

As of 6 May 2020, the rand is trading at 18.43 to the US Dollar, 23.14 to the Pound, 20.24 to the Euro, and 5.10 to the UAE Dirham. That’s enough to make any producer or client salivate.

LANGUAGE

English is the business language of the world, an as one of our official languages, you’ll have no issues with the lingua franca.

DIRECTORS

Our directors are known worldwide as some of the best in the business. To profile them all requires a book in itself, so we’ve included just a handful of stars.

Sunu has directed commercials for the likes of Standard Bank, Castle Lager and Coronation. Most notably his One Source music video with Khuli Chana for Absolut won Gold, two Silvers and a Bronze at Cannes Lions and was the most awarded campaign at The Bookmarks in 2017. He went on to be the topranked Director at the Loerie Awards that same year.

Ndumiso Sibanda of 7 Films began his directing career at the helm of a few of South Africa’s most loved tv shows, before moving into the world of branded storytelling. Commercials, documentary and web-based content are a deep passion, and he has over 45 million online views and counting. He has spent the last couple of years shooting TVC’s, short films and content for well-known brands

Zwelethu Radebe of Egg Films has subsequently directed commercials for both local and international agencies and clients, shooting in nine countries across Africa and Europe. In 2017, he won a Silver Apex Award for Creative Effectiveness for Strongbow. Recently his SAB ‘Vuka’ campaign was voted 2nd at the 2019 Creative Circle Awards.

Kim Geldenhuys of 03:07 Films has developed a strong local and international clientele and has shot projects for several agencies around the world including Arnold, Crispin Porter Bogusky, TBWA Chiat Day, Pereira O’Dell, Saatchi’s, Fallon and Ogilvy Mather.

Karien Cherry of Giant Films is sought after by creatives for her ability to effortlessly collaborate and be adaptable and nimble whilst maintaining relevance. Directing is part of who she is and her world view, and when approaching an idea she is driven by the need for truth and meaning. Karien was shortlisted for the 2016 Cannes YDA (Young Director Award) and her work has been recognised at the Loeries, the Bookmarks, and the Creative Circle Awards.

Two Oceans Aquarium, Cape Town, South Africa © Greg Jeanneau

STUDIOS

South Africa has a plethora of studios that cater to the full gamut of production – from stills to table-top to long-form features. Sound stages, daylight studios, post-production and sound design suites abound, and you’d be hardpressed to find a studio that can’t meet your specific needs.

Arguably the most famous is Cape Town Film Studios, where international features, budgetfriendly short-form projects, and everything in between can be shot. Studios of every shape and size can be found in all of South Africa’s big cities, such as Johannesburg, Tshwane, Durban and Cape Town, but world-class studios can be found outside of the major urban hubs, too.

PRODUCTION COMPANIES

South Africa’s legendary production companies have garnered attention, praise and accolades over the years, and have produced some of the most memorable and moving commercials ever made.

WE WIN STUFF

At the recent Ciclope awards, South African creatives knocked it out the park with multiple high-profile wins. Some highlights include: Grand Prix: ‘Boni & Wes’ • Production Company:

Motion City Films • Director: Helen & Kim • Director of Photography:

Zenn Van Zyl • Production Designer:

Jade Ashton Scully • Visual Effects: Strangelove

Adapted Music: Sanlam ‘A Whole New World’ • Production Company:

Giant Films • Director: Karien Cherry • Agency: King James Group

Casting: Chicken Licken ‘Everyone’s Talking About It’ • Casting Director:

Bonnie Lee Bouman • Production Company:

Giant Films • Director: Karien Cherry • Director of Photography:

Adam Bentel • Agency: Joe Public United Cinematography: Hyundai Genesis ‘The First Time’ • Production Company:

Hochkant & 03:07 Films • Director: Kim Geldenhuys • Director of Photography:

Franz Lustig

Direction (90 Seconds and Under): Chicken Licken ‘Everyone’s Talking About It’ • Casting Director:

Bonnie Lee Bouman • Production Company:

Giant Films • Director: Karien Cherry • Director of Photography:

Adam Bentel • Agency: Joe Public United

Direction (91 to 180 Seconds): Chicken Licken ‘Thato, The Time Traveller’ • Production Company:

They Shoot Films • Director: Alan Irvin • Styling and Costume

Designer: Ruy Fillipe • Agency: Joe Public United

Editing: KFC ‘Hot & Crispy’ • Production Company:

Figment Films • Director: Robin Goode • Editing Company:

Deliverance Post • Editor: Anthony

Lee Martin • Agency: Ogilvy Cape Town

Original Music: ODC ‘The Light at the Start of Everything’ • Production Company: 03:07 Films • Director: Kim Geldenhuys • Music Company: Field • Sound Company:

Sterling Sound • Agency: TBWA

Hunt Lascaris

SOUTH AFRICAN PRODUCTION COMPANIES OF NOTE

0307 7 Films AFS Productions Arcade Atomik Pictures Bioscope Films Birdfilm Bird on a Wire Bob & Harry Bravo Zulu Carbon Films Cineco Films Darling Films Egg Films Evidencia Africa Productions Figment Films First Pencil Gatehouse Commercials Gentlemen Films Giant Films Ginger Pictures Grinder Films Groundglass Juice Film Lobster Tree Lucky Rabbit Masters & Savant McKenzie Rudolphe Migrate Films Monkey Films Moonlighting North South Productions Nowhere Else Productions Ola Films Orange Films Patriot Films Red Petal Productions Robot Rocket Films Romance Films Simpleman Skinny Films Stillking The Big Picture Company The Bomb The Farm The Network The Shooting Gallery The Star Film Company They Your Girlfriend

COMMERCIAL SERVICE COVID RULEBOOK

The Commercial Producers Association of South Africa (CPA) has drawn up Rulebook Guidelines for Commercial Film Production in SA based on risk adjusted strategy.

GENERAL PRACTISES:

• Identification and protection of vulnerable employees will be mandatory Encourage a work-from-home strategy where possible for freelance and permanent Production + Administrative officebased staff. Any person / s who can work remotely must be allowed to do so. • Safe transport of employees / freelance independent contractors • On entering the workplace, all personnel will be screened for symptoms of COVID-19 • Limit prevention of viral spread in the workplace. This will include cleaning of surfaces and shared equipment and ensuring good ventilation • Monitoring systems must be in place to (1) ensure compliance with safety protocols and (2) identify infections amongst employees • Social distancing measures will be implemented in the workplace - Maintain regular housekeeping practices in your immediate space, including routine cleaning and disinfecting of surfaces, equipment, and other elements of the work environment • All employees and freelance independent contractors will use a mask at all times (PPE will be provided for personnel who don’t have their own) • People over the age of 60 to work from home • All work environments will have hand sanitisers and / or hand washing facilities with soap available Individual film production business or workplaces will have COVID-19 risk assessments and plans in place, and must conduct worker education on COVID-19 and protection measures Identification and protection of vulnerable employees will be mandatory Any worker that is immune compromised or in a high-risk category must disclose this to the employer, be protected, and work from home Depending on the different alert levels, curfews and legislated rules must be adhered to

PRACTICAL IMPLEMENTATION ON COMMERCIAL FILM SETS:

• Face-to-face meetings to be avoided if possible • At least one Medic / appointed Health + Safety Officer must be present on every shoot and a designated consultation area is to be provided for health checks • Masks will conform to the National Department of Health guidelines • Crew will suffer no fear of reprisals and be assured of confidentiality should they report to the Health + Safety Officer if any protocols are not being adhered to that might compromise them

Production will ensure that all interior spaces are well ventilated Before every shoot a short health + safety briefing will be held Production will ensure that there is regular and frequent cleaning of all contact surfaces Masks will be required to be worn by all personnel on set, with the exception of actors during filming Where a workstation is used by more than one person, it will be cleaned between each user Production to provide sanitising stations on set in appropriate areas