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, Lebogang’s music documentary with Ntatho Mokgata (Spoek Mathambo), is currently screening around the world to much acclaim.
In addition to Lebogang, Arcade represents directors Rob Smith and Kyle Lewis. Rob 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 fascinating 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 so far, but more importantly earned over 74m million media impressions, generating R41m 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.
Egg Films’ multi-award-winning roster of directors is also available for appropriate Arcade jobs. For instance, Terence Neale directed the Skrillex Ragga Bomb music video that won three Craft Golds at The Loerie Awards and is now up for Best Styling at The UK Music Video Awards, thanks to some great work from Elmi Badenhorst, Richard de Jager and Sandra Smit.
“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.