The Life Story of a Young Alcoholic Is Told in This Raw Short Film
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Editors' Choice: Egg Films' Zwelethu Radebe and Joe Public United launch #BeTheMentor for South African Breweries’ 18+ campaign
Egg Films' Zwelethu Radebe has directed Vuka, a short film raising awareness for #BeTheMentor, part of South African Breweries’ 18+ campaign to prevent underage drinking. The powerful campaign was created by Joe Public United.
The storyline is relatively simple, and there’s a complete lack of special effects and quirky cinematography, yet it demands attention from start to finish, leaving the viewer in an agitated state, with a sense of needing to react and respond.
Originally intended only for flighting on social media channels, it has been edited into a ‘trailer’ seven teaser spots, and will now also be screened in cinema and on television.
According to Egg Films producer Saskia Rosenberg Haak, the minute they read the script, they so badly wanted to make the film it was almost visceral. She attributes the powerful – almost raw – finished product to Radebe’s strength as a performance director and storyteller, pinpoint casting, steadfast advisors and trust.
“Zwelethu is an exceptional director with an uncanny ability to get the best from everyone he works with, from actors to post-production editors, and everyone in between,” she said. “For Vuka, he was supported by Mandy Sewell of Casting Initiative, who invested considerable time and effort to find a very talented cast.
“Also in his corner were Fabian Vettiger, a DOP with so much experience and an eye that only ever elevates a production; Post Modern’s William Kalmer, who was so enthused by Vuka, he far exceeded his brief; and Grant Booth, whose score is a triumph.
“Client, too, deserves kudos for being brave enough to give us carte blanche, trusting that we’d deliver something that would contribute positively to the very laudable 18+ movement,” she said.
Vuka was shot in over two days in Kliptown, Soweto, and was in post-production for a week.
Composer: Grant Booth
Arranger: Grant Booth
Editor: William Kalmer
Post Production / VFX
Post Production Company: Post Modern
Production Company: Egg Films
Director: Zwelethu Radebe
Producer: Saskia Rosenberg Haak
DOP: Fabian Vettiger
Casting: Casting Initiative, Mandy Sewell
Brand: South African Breweries
Creative Agency: Joe Public United
Chief Creative Officer: Xolisa Dyeshana
Executive Creative Director: Roanna Williams
Creative Director: Markus Botha
Art Director: Shalisha Hira
Copywriter: Haydn Corke, Inge Blignaut (Digital)
Account Director: Jeanne Rosenberg
TV Producer: Wendy Botha
Genres: In-camera effects, People, Action, Scenic, Storytelling
Categories: Anti drink/drugs/smoking, Corporate, Social and PSAsJoe Public United, 1 year ago