Behind the scenes with Flash Forward Productions on the TVC for Tetra Pak’s Milk for Change campaign
Tetra Pak partnered with Feed SA for the Milk for Change campaign to entice donations of long life milk for underprivileged families. They created a commercial highlighting a South African community hero who acts as a catalyst for change, with the aim to inspire people to make a difference through one small action.
Tetra Pak briefed Flash Forward to create this viral video that embraces their slogan “Protect what’s good,” explains Ryan Peimer, CEO, director and producer at Flash Forward Productions. They were responsible for the conceptualisation of the commercial, the scripting, pre-production, post and delivery. The result reached an audience of more than five million people, and raised nearly 60 000 litres of milk which could feed 80 000 South African children.
“Flash Forward Productions originated the idea to create a story in the form of a viral commercial that revolves around an ordinary relatable young South African professional named Kabelo,” explains Peimer. “A middle class graphic designer who, throughout his journey, plays a huge role in brightening up people’s lives by doing small acts of good that have an impact on those around him. Having come from a previously disadvantaged background, he has worked his way into a stable middle class lifestyle; a man not only extremely talented in the world of design and conceptualisation but a man who understands that in order to receive, one needs to give.”
Peimer wanted to create an inspirational and uplifting short that was driven by a first person narrative, the protagonist and community hero narrates the video by sharing what excites him and ignites him, subtly stirring a similar result in the audience. “The measure of who we are, is what we do with what we have,” his voice over says. Derived and sparked from Peimer’s life journey, Kabelo touches on how too many people are focused on themselves, therefore they miss out on the magical moments that pass them by on a daily basis. “Sometimes it’s not all about us, it’s about noticing an opportunity to make a change,” Kabelo reads.
“Our aspirational character embraces positivity at every turn and stands strong in his belief that the smallest gesture could brighten up someone’s day,” explains Peimer.
The commercial was filmed over two days in Midrand, The Creative Counsel, and Cube apartments in Johannesburg. It was shot on the Sony F55. “I personally love the cinematic look of that camera; especially for high-end medium budget viral commercials,” says Peimer.
For the exteriors the shoot was lit using 12 X 12 scrim frames to bounce natural light. For the interiors they incorporated a more practical light to add colour to the pictures. Peimer explains that no sound was recorded on set and all sound design was done in post-production. The offline and online edit was cut on Final Cut Pro.
“Time constraints and unpredictable clouds are always a tricky factor when shooting exterior,” describes Peimer. “Especially when you’re aiming to cover your money shots over magic hour (sunset). Having said that; I’m extremely passionate about emotionally moving pieces like this; so shooting every scene was an absolute pleasure for me, having the end product in mind throughout,” he concludes.
The video depicts that despite hardship and adversity, Kabelo’s innate mission is to give back daily in some way. As the commercial progresses, you see that throughout his busy everyday life, he still has time for people in need, not only through kind financial gestures, but through the selfless giving of his time.
The commercial reached 350 000 views in its first two weeks. It closes with the line: “The greatest lesson I’ve learnt in life, is that money is not my power, my power is my ability to inspire.”
Key crew:
- Producer/Director: Ryan Peimer
- Writer: Ryan Peimer
- Production Co-ordinator – Faith Ziqubu
- DOP: Clive Sacke
- Lead Character: Selo Molemidia
- Online Editor: Ryan Peimer
- Art Director: Devin Riseley
