Campaign Concept:
A series of short-form videos (average 30-60 seconds or less.)
Based on a 90s hip-hop music video inspired (grungy, grainy, wide-lens) cinematic car ride around Cape Town that visually explores friendship, being carefree and having fun.
Creative Direction:
SCROLL
Narrative concept
We have the option of preparing a short and simple voice over script, for the main character to narrate, expressing her thoughts or feelings.
This can create a more engaging narrative for the primary video story.
A central male character "the driver" moves through the city, picking up his friends one by one, to go on an undisclosed adventure, just like any other day.
The story unfolds almost entirely inside and around a stylish vintage car, or early 2000's 4x4 (a contained, intimate world in motion, shared among friends.)
As each friend enters the car, a new "character" enters the fold, and the energy subtly builds. Fist bumps. Laughter. Smoke in the air. Music playing.
The “point” is presence and fun, and style without effort.
Visual Style:
SCROLL
Potential Shots
This campaign draws heavily from 90s East Coast hip hop, and early skating documentary films — specifically the visual language of underground music videos and urban filmmaking.
The visual tone borrows from grainy film textures, car-centric storytelling, tight interior framing and rhythm-driven edits.
Emotional Tone
Confident, effortless, fun.
Color & Tone
Palette:
Alternating monochrome black & white with grain texture, and cool-toned, slightly desaturated colour grades.
Temperature:
Cool daylight with hints of steel-blue and muted city tones.
Texture:
Grainy. Slightly raw. Film-inspired rather than glossy digital polish.
Cinematic Language
DJI gimbal for smooth movement.
Fuji XT30 camera and 18-55mm lens.
Generally handheld dynamic moving shots, with occasional stills.
Locations / Environment
Primary environment:
In and around a vintage car.
Secondary environment:
Cape Town urban street environment, around the car.
Talent & Wardrobe
Young, stylish, 18–30.
Male driver + 2-3 passengers, female and/or male.
Energy is relaxed, playful, natural — like jumping into your friend’s car and chatting shit.
Wearing normal day time streetwear clothes for a day out.
Props / Objects
Vintage Mercedes (or similar attainable classic, such as an early 2000's 4x4) + Steering wheel details + Rearview mirror hanging trinket, etc.
Car seats / textured interior surfaces
Sunglasses
Rings/jewellery.
Coffee cups
Cigarettes/Rollies
Mobile phones
Editing & Color Grading
Sharp, fast and cut to the beat, with edits showing progression of story.
(Lead character picking up friends and interacting in the car.)
Additional fragmented/rapid micro-cuts of:
Hands, mirrors, faces, fabric/products, gear shifts, car wheels, traffic, fist bumps, cigarrette lighting/rolling, etc.
Music
Genre: 90s East Coast NYC hip hop.
Music must feel culturally literate — not nostalgic parody.
For example: Alps Cru - Just Can't Explain
Or, modern songs like: Kofi Stone - Flowers Flow
Sonic Atmosphere
Car engine hum
Door closing weight
Seatbelt click
City ambience
Low murmur laughter, etc.
