Cotlands
TVC
The Hero in Every Child.
I had a lot of fun helping Cotlands, a non-profit that focuses on early childhood development through the power of play, with their TVC for DStv. The campaign followed the lines of the traditional hero concept, where the protagonist of the story, Thembi, transitions from an ordinary life into an extraordinary one. The question that needed answering was, how to showcase this transition visually at the key moment when Thembi’s life changes, without having to tell the viewer.
By a simple metamorphosis from dull tones and a watered-down background, to bright, colourful and powerful tones, we successfully showcased the life-altering change from a visual perspective - merging the script and scene to create something truly magical.
Claymation was an apt medium for the ad because of of its ability to mould shapes and create movement - playing on the idea of moulding a brighter future for children through the power of play.
