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Egg Films launches Arcade Content --
Fri, 24 Oct 2014 13:34
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Arcade Content is a new division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos and more.
We are breaking the mould of commercial filmmaking with a more minimal, guerrilla style of shooting but with all the backup of an established production company, says director Lebogang Rasethaba, a founding partner in Arcade with managing director Colin Howard and producer Will Nicholson.
Future Sound of Mzansi, Rasethaba s music documentary with Ntatho Mokgata (Spoek Mathambo), is currently screening around the world.
In addition to Rasethaba, Arcade represents directors Rob Smith and Kyle Lewis. Smith and King James recently won a Grand Prix at The African Cristal Festival for the One Rand Man Sanlam brand films and a Gold Loerie for the Johnnie Walker King of Flavour campaign, while Kyle won the 2014 SAMA for Best Music Video for The Parlotones Sleepwalker.
We are no longer constrained by how long or short content needs to be, freeing us to focus purely on engaging and entertaining a specific target audience, says Colin. In today s world of super-short attention spans, it s all about making content that audiences want to watch.
King James has just released a case study on the One Rand Man campaign. The brand films topped South Africa s YouTube chart for July 2014, with over 900 000 views, and earned over 74 million media impressions, generating R41 million worth of earned media. This shows that the real value of brand films lies in their power to start national conversations that continue beyond YouTube, says Colin.
Arcade handles productions of any size and budget with creative skill and vision, collaborating with agencies and clients alike, says Will. The only thing we don t do is TV commercials; that we leave to the other guys Egg Films. Lebogang will continue to produce commercials through Egg Films.
For more information, visit the Arcade Content website.
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