Cape Town based companies, The Jupiter Drawing Room CT and Masters & Savant Worldwide CT were commissioned by Design Indaba to communicate the message of how design directly impacts on the South African economy. This is the third consecutive year the companies have partnered to produce the commercials for this high profile conference.

“Both the purpose and message of Design Indaba stays the same; to clearly demonstrate the beneficial impact exceptional levels of creativity and design have on the South African economy;” says Design Indaba CEO Ravi Naidoo. “It aims to promote design and designers, and indeed, the entire creative industry - and to grow its influence in creating jobs and adding to the economy.

We really believe that the ‘creative industry’ is the sleeper in the SA economy, and has the potential to be as large a contributor as tourism or the automobile industry. It’s a delicious concept to take high art/design or technology as a solution to the problems of a developing economy.”

Understanding the requirements, advertising agency The Jupiter Drawing Room CT and animation studio Masters & Savant Worldwide CT progressed with developing an animated commercial that takes the viewer through a story of how raw timber is transformed into cutting-edge designer furniture, and to what value this future will bring to the South African economy when it is exported to the international market.