Sanral
Scope
Produce the TV Commercial from script to screen
Deliverables
Pre-Production
Production
Post-Production
TV Delivery
Year
2022
APPROACH
Potholes are a very real issue facing South African roads. And South African viewers have become jaded, cynical even, enduring them on a day-to-day basis. I want our approach to this commercial to break through that skeptical exterior, to illicit a smile, and a chuckle, while offering the promise of hope that help is on the way! This commercial is as much a call to action from SANRAL as it is a showcase of the work SANRAL will be doing fixing the pothole problem with our roads. With the way the script has been written, it will all be wrapped around a series of amusing, engaging comedic sketches. These sketches will play up the absurdity of the pothole problem, highlighting hilarious situations around potholes that all of us at one time or another, have probably thought about ourselves! From literally fishing in a pothole to sunbathing beside it, like a swimming pool, these comedy sketches emphasize just how bad the situation has gotten, but again, leave us with the promise that with the public’s help, SANRAL will deliver an actionable solution.
ART DIRECTION
Emphasizing the light-hearted tone, I will be featuring bright, colorful costumes that pop on-screen. Each character in each sketch will have a specifically curated wardrobe along with their own visual language for colour and style, communicating exactly who and what they are all about before they even have a chance to speak! Fun props to enhance the scenes such as a pool inflatable in a pothole, floating in the background, will be cute Easter eggs packing each frame, again pushing as much of the comedy as possible.
