Egg Films’ Sunu directed 'Never Stop Moving Forward,' TBWA\Hunt\Lascaris’ new pan-African campaign for Standard Bank. Sunu’s treatment was all about bringing the human element to a depiction of Africa as a place of possibility.
“Industry is because of people, so we focused on finding the humanity and emotion in each of the sequences,” says Sunu, who also focused on finding fresh imagery for the Africa rising narrative, flipping expectations wherever possible. The final 45-second ad packs in 60 shots. “We wanted to capture the energy and pace of Africa,” says Sunu.
“Africa has so much going on, we wanted you to see something different each time you watch it, to give it a long shelf-life. The pace also differentiates it from the other bank ads out at the moment.” DOP Rory O’Grady shot much of the footage hand-held. “Everything is so clean and perfect in most bank ads,” says Sunu. “We wanted this to be a lot more gritty.”
Sunu directed with Gordon Midgely’s edit in mind, so aerial shots of crops line up with haircut lines and each image ties into the next. Similarly the last image of each section carries a double meaning, also acting as the first image of the next section.
Agency Producer:Sandra Gomes
Chief Creative Officer:Peter Khoury
Executive Creative Director:Jenny Glover, Rui Alves
Creative Director:Shane Forbes, George Low
Production Company:Egg Films
Director Of Photography:Rory O'grady
Production co art director:Keenan McAdam
Production Co Producer:Vjorn du Toit
Executive Producer:Kerry Hosford
Editing company & City:Deliverance
Post production co & City:Sinister Studio's
Music & Music Publisher:Waves Studio
Composer & Sound:Dugal MacDiarmid